Strategy on social networks of the mobile telecommunications companies operating in Portugal: Perception of users

This paper aims to examine how the perception of users in social networks is aligned with the strategy of the mobile telecommunications companies in social networks. Through interviews with marketing directors and responsible for the area of social networks of mobile telecommunication companies operating in Portugal (Optimus, TMN/Meo and Vodafone) and surveys of users were able to collect information regarding the strategy of these organizations in social networks as well as assess to what extent the perception of users is aligned with that strategy. The work concluded that the strategy of mobile telecommunications companies in social networks is in line with the perception of users on this subject, and there are some metrics applied the strategy of these organizations tend to influence more the perception of users, contributing so for a better brand image that is transmitted in social networks.