{"id":7031,"date":"2023-11-15T11:22:19","date_gmt":"2023-11-15T11:22:19","guid":{"rendered":"https:\/\/www.cecubogroup.com\/?p=7031"},"modified":"2024-02-13T20:03:49","modified_gmt":"2024-02-13T20:03:49","slug":"measurementmonth-que-retos-para-la-medicion-de-la-comunicacion-en-2024","status":"publish","type":"post","link":"https:\/\/www.cecubogroup.com\/pt\/blog\/measurementmonth-que-retos-para-la-medicion-de-la-comunicacion-en-2024\/","title":{"rendered":"#MeasurementMonth Quais os desafios para a medi\u00e7\u00e3o da comunica\u00e7\u00e3o em 2024?"},"content":{"rendered":"

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A paisagem medi\u00e1tica atual \u00e9 um oceano tumultuoso, onde uma mir\u00edade de mensagens luta pela aten\u00e7\u00e3o do p\u00fablico. A chave para se destacar e ter uma influ\u00eancia decisiva neste ambiente \u00e9 a relev\u00e2ncia, e para o conseguir, os departamentos de comunica\u00e7\u00e3o devem mobilizar recursos, tempo e talento. A sua miss\u00e3o: gerar conte\u00fados de qualidade que chamem a aten\u00e7\u00e3o do leitor ou do utilizador neste frenesim digital. O objetivo n\u00e3o \u00e9 que vejam o conte\u00fado, mas que fiquem com ele.<\/h3>\n

[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=\"1\u2033 _builder_version=\"4.8.1\u2033 _module_preset=\"default\" background_color=\"#f7f7f7f7f7\u2033 custom_padding=\"0px|||0px||||true|false\" global_colors_info=\"{}\"][et_pb_row _builder_version=\"4.8.1\u2033 _module_preset=\"default\" global_colors_info=\"{}\"][et_pb_column type=\"4_4\u2033 _builder_version=\"4.8.1\u2033 _module_preset=\"default\" global_colors_info=\"{}\"][et_pb_image src=\"https:\/\/www.cecubogroup.com\/wp-content\/uploads\/2023\/11\/pexels-photo-7948000.jpeg\" align=\"center\" _builder_version=\"4.14.2\u2033 _module_preset=\"default\" custom_padding=\"|200px||200px|false|true\" custom_padding_tablet=\"|0px||0px|false|true\" custom_padding_phone=\"|0px||0px|false|true\" custom_padding_last_edited=\"on|desktop\" border_radii=\"on|1vw|1vw|1vw|1vw|1vw|1vw\" border_radii_tablet=\"on|4vw|4vw|4vw|4vw|4vw|4vw\" border_radii_phone=\"on|5vw|5vw|5vw|5vw|5vw|5vw\" border_radii_last_edited=\"on|tablet\" global_colors_info=\"{}\"][\/et_pb_image][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=\"1\u2033 _builder_version=\"4.8.1\u2033 _module_preset=\"default\" global_colors_info=\"{}\"][et_pb_row _builder_version=\"4.8.1\u2033 _module_preset=\"default\" global_colors_info=\"{}\"][et_pb_column type=\"4_4\u2033 _builder_version=\"4.8.1\u2033 _module_preset=\"default\" global_colors_info=\"{}\"][et_pb_text _builder_version=\"4.14.2\u2033 _module_preset=\"default\" text_font=\"Roboto||||||||\" text_font_size=\"18px\" custom_padding=\"|200px||200px|200px|false|true\" custom_padding_tablet=\"|0px||0px|false|true\" custom_padding_phone=\"|0px||0px|false|true\" custom_padding_last_edited=\"on|phone\" custom_css_main_element=\"font-weight: normal;\" global_colors_info=\"{}\"]<\/p>\n

Os departamentos de comunica\u00e7\u00e3o investem recursos, tempo e talento na cria\u00e7\u00e3o de conte\u00fados de qualidade, abrangentes e atractivos. Queremos aumentar a aten\u00e7\u00e3o e o tempo que o p\u00fablico dedica a cada um dos conte\u00fados. Tanto os mais aned\u00f3ticos como os mais extensos. Com este objetivo, o objetivo \u00e9 ser relevante numa agenda medi\u00e1tica repleta de pontos de interesse e que muda de semana para semana, se n\u00e3o mesmo de semana para semana<\/strong>numa base di\u00e1ria. Quanto mais estivermos alinhados com os temas quentes, sem negligenciar as nossas pr\u00f3prias quest\u00f5es empresariais, mais seremos capazes de influenciar, ter impacto e atrair a curt\u00edssima capacidade de aten\u00e7\u00e3o do leitor da imprensa ou do utilizador das redes sociais.<\/p>\n

Embora seja tentador aderir aos temas da moda, estes nem sempre est\u00e3o alinhados com os objectivos da empresa. A compet\u00eancia reside na identifica\u00e7\u00e3o das intersec\u00e7\u00f5es entre o que \u00e9 popular e o que \u00e9 priorit\u00e1rio, e na capitaliza\u00e7\u00e3o desses momentos para maximizar o impacto.<\/strong><\/p>\n

[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=\"1\u2033 _builder_version=\"4.8.1\u2033 _module_preset=\"default\" background_color=\"#f7f7f7f7f7\u2033 custom_padding=\"0px|||0px||||true|false\" global_colors_info=\"{}\"][et_pb_row _builder_version=\"4.8.1\u2033 _module_preset=\"default\" global_colors_info=\"{}\"][et_pb_column type=\"4_4\u2033 _builder_version=\"4.8.1\u2033 _module_preset=\"default\" global_colors_info=\"{}\"][et_pb_image src=\"https:\/\/www.cecubogroup.com\/wp-content\/uploads\/2023\/11\/pexels-photo-5147905.jpeg\" align=\"center\" _builder_version=\"4.14.2\u2033 _module_preset=\"default\" custom_padding=\"|200px||200px|false|true\" custom_padding_tablet=\"|0px||0px|false|true\" custom_padding_phone=\"|0px||0px|false|true\" custom_padding_last_edited=\"on|desktop\" border_radii=\"on|1vw|1vw|1vw|1vw|1vw|1vw\" border_radii_tablet=\"on|4vw|4vw|4vw|4vw|4vw|4vw\" border_radii_phone=\"on|5vw|5vw|5vw|5vw|5vw|5vw\" border_radii_last_edited=\"on|tablet\" global_colors_info=\"{}\"][\/et_pb_image][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=\"1\u2033 _builder_version=\"4.8.1\u2033 _module_preset=\"default\" global_colors_info=\"{}\"][et_pb_row _builder_version=\"4.8.1\u2033 _module_preset=\"default\" global_colors_info=\"{}\"][et_pb_column type=\"4_4\u2033 _builder_version=\"4.8.1\u2033 _module_preset=\"default\" global_colors_info=\"{}\"][et_pb_text _builder_version=\"4.14.2\u2033 _module_preset=\"default\" text_font=\"Roboto||||||||\" text_font_size=\"18px\" custom_padding=\"|200px||200px|200px|false|true\" custom_padding_tablet=\"|0px||0px|false|true\" custom_padding_phone=\"|0px||0px|false|true\" custom_padding_last_edited=\"on|phone\" custom_css_main_element=\"font-weight: normal;\" border_width_left=\"2px\" border_color_left=\"#032F77\u2033 global_colors_info=\"{}\"]<\/p>\n

Quanto mais alinhados estivermos com os temas em voga, sem negligenciar as nossas pr\u00f3prias quest\u00f5es empresariais, mais poderemos influenciar, ter impacto e atrair a curt\u00edssima capacidade de aten\u00e7\u00e3o do leitor da imprensa ou do utilizador das redes sociais.<\/em><\/h3>\n

[\/et_pb_text][et_pb_text _builder_version=\"4.14.2\u2033 _module_preset=\"default\" text_font=\"Roboto||||||||\" text_font_size=\"18px\" custom_padding=\"|200px||200px|200px|false|true\" custom_padding_tablet=\"|0px||0px|false|true\" custom_padding_phone=\"|0px||0px|false|true\" custom_padding_last_edited=\"on|phone\" custom_css_main_element=\"font-weight: normal;\" global_colors_info=\"{}\"]Nunca \u00e9 demais sublinhar a import\u00e2ncia de compreender o ambiente em que operamos. As comunica\u00e7\u00f5es que n\u00e3o t\u00eam em conta o atual panorama sociopol\u00edtico e cultural caem frequentemente em saco roto. \u00c9 essencial estar atento aos acontecimentos e discursos dominantes para criar mensagens que n\u00e3o s\u00f3 ressoem, mas tamb\u00e9m se integrem naturalmente nas conversas actuais. \u00c9 por isso que \u00e9 importante dispor de ferramentas de monitoriza\u00e7\u00e3o que n\u00e3o se limitem aos nossos temas favoritos e que sejam concebidas para medir a import\u00e2ncia e a recorr\u00eancia dos temas priorit\u00e1rios e dos principais actores envolvidos. Para tal, \u00e9 sempre aconselh\u00e1vel dispor de pain\u00e9is de controlo que ofere\u00e7am, de uma forma amig\u00e1vel mas sem perder o detalhe, os dados que reflectem a situa\u00e7\u00e3o atual e a sua evolu\u00e7\u00e3o, bem como as perspectivas que facilitam a tomada de decis\u00f5es no seio de uma equipa de comunica\u00e7\u00e3o. <\/p>\n

Ligar-se ao pulso dos cidad\u00e3os significa ir para al\u00e9m das m\u00e9tricas superficiais. Significa compreender os receios, as esperan\u00e7as e as aspira\u00e7\u00f5es do p\u00fablico. Ao faz\u00ea-lo, podemos identificar quest\u00f5es que, embora n\u00e3o estejam no centro das aten\u00e7\u00f5es dos meios de comunica\u00e7\u00e3o social, s\u00e3o essenciais para o nosso p\u00fablico e, por isso, precisam de ser abordadas. Neste sentido, os dados p\u00fablicos s\u00e3o uma mina de ouro ainda n\u00e3o explorada no mundo da comunica\u00e7\u00e3o. Estas vastas fontes de informa\u00e7\u00e3o, quando devidamente tratadas e analisadas, oferecem uma vis\u00e3o \u00fanica do estado de esp\u00edrito e das preocupa\u00e7\u00f5es da sociedade e fornecem \u00e0 equipa informa\u00e7\u00f5es directas a que outros departamentos da mesma organiza\u00e7\u00e3o t\u00eam frequentemente acesso. [\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=\"1\u2033 _builder_version=\"4.8.1\u2033 _module_preset=\"default\" background_color=\"#f7f7f7f7f7\u2033 custom_padding=\"0px|||0px||||true|false\" global_colors_info=\"{}\"][et_pb_row _builder_version=\"4.8.1\u2033 _module_preset=\"default\" global_colors_info=\"{}\"][et_pb_column type=\"4_4\u2033 _builder_version=\"4.8.1\u2033 _module_preset=\"default\" global_colors_info=\"{}\"][et_pb_image src=\"https:\/\/www.cecubogroup.com\/wp-content\/uploads\/2023\/11\/pexels-photo-7947838.jpeg\" align=\"center\" _builder_version=\"4.14.2\u2033 _module_preset=\"default\" custom_padding=\"|200px||200px|false|true\" custom_padding_tablet=\"|0px||0px|false|true\" custom_padding_phone=\"|0px||0px|false|true\" custom_padding_last_edited=\"on|desktop\" border_radii=\"on|1vw|1vw|1vw|1vw|1vw|1vw\" border_radii_tablet=\"on|4vw|4vw|4vw|4vw|4vw|4vw\" border_radii_phone=\"on|5vw|5vw|5vw|5vw|5vw|5vw\" border_radii_last_edited=\"on|tablet\" global_colors_info=\"{}\"][\/et_pb_image][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=\"1\u2033 _builder_version=\"4.8.1\u2033 _module_preset=\"default\" global_colors_info=\"{}\"][et_pb_row _builder_version=\"4.8.1\u2033 _module_preset=\"default\" global_colors_info=\"{}\"][et_pb_column type=\"4_4\u2033 _builder_version=\"4.8.1\u2033 _module_preset=\"default\" global_colors_info=\"{}\"][et_pb_text _builder_version=\"4.14.2\u2033 _module_preset=\"default\" text_font=\"Roboto||||||||\" text_font_size=\"18px\" custom_padding=\"|200px||200px|200px|false|true\" custom_padding_tablet=\"|0px||0px|false|true\" custom_padding_phone=\"|0px||0px|false|true\" custom_padding_last_edited=\"on|phone\" custom_css_main_element=\"font-weight: normal;\" border_width_left=\"2px\" border_color_left=\"#032F77\u2033 global_colors_info=\"{}\"]<\/p>\n

\u00c9 fundamental dispor de instrumentos de acompanhamento que n\u00e3o se limitem \u00e0s nossas quest\u00f5es preferidas e que sejam concebidos para medir a import\u00e2ncia e a recorr\u00eancia das quest\u00f5es priorit\u00e1rias e dos principais actores envolvidos.<\/em><\/h3>\n

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Nesta perspetiva, a integra\u00e7\u00e3o das fontes de dados constantemente oferecidas pelo INE, pelo CIS ou pelo Eurostat deve tornar-se cada vez mais um elemento fundamental para a tomada de decis\u00f5es. Por conseguinte, \u00e9 crucial investir em ferramentas e talentos que possam transformar estes dados em informa\u00e7\u00f5es accion\u00e1veis. Para que isto seja uma realidade, \u00e9 preciso compreender que a diversidade numa equipa de comunica\u00e7\u00e3o n\u00e3o \u00e9 um luxo, mas sim uma necessidade. A combina\u00e7\u00e3o das compet\u00eancias e perspectivas de profissionais como cientistas pol\u00edticos, jornalistas e soci\u00f3logos permite uma vis\u00e3o mais rica e completa. Estes especialistas, com a sua forma\u00e7\u00e3o e experi\u00eancia, podem identificar tend\u00eancias e oportunidades que, de outra forma, passariam despercebidas, tirando partido de todo o potencial dos dados \u00e0 sua disposi\u00e7\u00e3o.<\/p>\n

Em conclus\u00e3o, uma comunica\u00e7\u00e3o eficaz na era digital n\u00e3o \u00e9 uma tarefa simples. Requer uma mistura de dados de muitas fontes de informa\u00e7\u00e3o diferentes, conhecimento dessas fontes, intui\u00e7\u00e3o, adaptabilidade e, em \u00faltima an\u00e1lise, uma compreens\u00e3o profunda do contexto em que operamos. Com estes ingredientes, as organiza\u00e7\u00f5es podem esperar n\u00e3o s\u00f3 sobreviver, mas tamb\u00e9m prosperar neste ambiente medi\u00e1tico altamente competitivo que veio para ficar.<\/strong><\/p>\n

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O panorama atual dos meios de comunica\u00e7\u00e3o social \u00e9 um oceano tumultuoso, onde uma mir\u00edade de mensagens \u00e9 navegada por uma mir\u00edade de mensagens que lutam para captar a aten\u00e7\u00e3o do p\u00fablico.<\/p>","protected":false},"author":5,"featured_media":6929,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"on","_et_pb_old_content":"\r\n

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