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Estratégias de gestão da comunicação digital: estudo de caso no CITeD
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Num contexto de acelerada transformação digital e globalização, as instituições científicas enfrentam o desafio de reforçar sua presença e relevância em ambientes virtuais dinâmicos. Este projeto-piloto foi desenvolvido no Centro de Investigação Transdisciplinar em Educação e Desenvolvimento (CITeD), integrado no Instituto Politécnico de Bragança, em Portugal, durante um momento de transição institucional e rebranding. O tema reveste-se de elevada relevância, dada a necessidade de consolidar a identidade digital do CITeD e promover práticas comunicacionais inovadoras, alinhadas às exigências contemporâneas de visibilidade, engagement e colaboração científica.
A investigação centra-se na seguinte questão: como desenvolver e implementar estratégias de comunicação digital que fortaleçam a presença institucional do CITeD, envolvam os seus públicos e ampliem a visibilidade das suas investigações? O principal objetivo foi propor recomendações para uma estratégia eficaz de comunicação digital, com base numa experiência-piloto de criação, publicação e atualização de conteúdos em redes sociais institucionais ao longo de trinta dias.
A metodologia adotada foi mista, combinando entrevistas semiestruturadas com a coordenação (análise qualitativa) e inquérito online junto aos investigadores (análise quantitativa). Os resultados revelam avanços expressivos: aumento da visibilidade digital, crescimento de seguidores e interações, sobretudo em publicações ligadas a eventos e projetos, e valorização de conteúdos audiovisuais curtos (reels, stories) e ações participativas. Detectaram-se, contudo, barreiras estruturais e lacunas na frequência de publicação e envolvimento ativo dos membros.
Conclui-se que a comunicação digital, quando integrada à identidade e cultura organizacional e suportada por formação interna e monitorização sistemática de métricas, é crucial para o fortalecimento institucional. Recomenda-se consolidar práticas colaborativas, dar prioridade ao audiovisual, promover formação específica e diversificar formatos para aumentar o engagement.
In a rapidly evolving digital era and amidst globalization, scientific institutions face the challenge of enhancing their presence and relevance in dynamic virtual environments. This pilot project was implemented at the Centro de Investigação Transdisciplinar em Educação e Desenvolvimento (CITeD), part of the Polytechnic Institute of Bragança, Portugal, during a period of institutional transition and rebranding. The topic is highly relevant due to the urgent need to consolidate CITeD’s digital identity and to foster innovative communication practices that align with contemporary demands for visibility, engagement, and scientific collaboration. The research addresses the question: how can CITeD develop and implement digital communication strategies that strengthen its institutional presence, engage its audience, and increase the visibility of its research activities? The primary objective was to propose recommendations for an effective digital communication strategy, based on a pilot experience of creating, publishing, and updating content on institutional social media over a thirty-day period. The study adopted a mixed-methods approach, combining semi-structured interviews with the management team (qualitative analysis) and an online survey with researchers (quantitative analysis). Results show significant progress: increased digital visibility, growth in followers and interactions, especially in posts related to events and projects, and a preference for short-form audiovisual content (reels, stories) and participatory initiatives. Structural barriers and gaps in publication frequency and active member engagement were, however, identified. The findings suggest that digital communication, when integrated with institutional identity and organizational culture and supported by internal training and systematic monitoring of key metrics, is crucial for institutional strengthening. Recommendations include consolidating collaborative practices, prioritizing audiovisual media, offering specific training, and diversifying formats to boost engagement.
In a rapidly evolving digital era and amidst globalization, scientific institutions face the challenge of enhancing their presence and relevance in dynamic virtual environments. This pilot project was implemented at the Centro de Investigação Transdisciplinar em Educação e Desenvolvimento (CITeD), part of the Polytechnic Institute of Bragança, Portugal, during a period of institutional transition and rebranding. The topic is highly relevant due to the urgent need to consolidate CITeD’s digital identity and to foster innovative communication practices that align with contemporary demands for visibility, engagement, and scientific collaboration. The research addresses the question: how can CITeD develop and implement digital communication strategies that strengthen its institutional presence, engage its audience, and increase the visibility of its research activities? The primary objective was to propose recommendations for an effective digital communication strategy, based on a pilot experience of creating, publishing, and updating content on institutional social media over a thirty-day period. The study adopted a mixed-methods approach, combining semi-structured interviews with the management team (qualitative analysis) and an online survey with researchers (quantitative analysis). Results show significant progress: increased digital visibility, growth in followers and interactions, especially in posts related to events and projects, and a preference for short-form audiovisual content (reels, stories) and participatory initiatives. Structural barriers and gaps in publication frequency and active member engagement were, however, identified. The findings suggest that digital communication, when integrated with institutional identity and organizational culture and supported by internal training and systematic monitoring of key metrics, is crucial for institutional strengthening. Recommendations include consolidating collaborative practices, prioritizing audiovisual media, offering specific training, and diversifying formats to boost engagement.
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Comunicação digital Rebranding Visibilidade científica Engagement Transdisciplinaridade