The Change Potential of Social Media

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Abstract
This work results from an internship of two months at a new company of digital media, to evaluate its ‘maturity' in terms of social media performance. For pursuing this objective, it is compared with its main competitors in the area as a panel of experts. Two methods of analysis addressed two main research issues: I1) which key performance indicators are mostly used in a sample of main firms in the area in Portugal; and I2) which new strategies came from their assessment in those firms? In the period considered, the company revealed a more adaptive strategy, missing some key indicators in the area. Its efforts may not be being directed at the greatest potential of social media. It can improve the performance of its social media by monitoring engagement what helps to preserve its reputation and give followers the answers they really want. A common aspect in the compared companies is the absence of outsourcing to digital influencers. However, this practice is growing because, with the demand and speed of response currently required, in-house digital marketing lacks the resources.

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