{"id":642,"date":"2023-09-23T15:43:50","date_gmt":"2023-09-23T18:43:50","guid":{"rendered":"https:\/\/deckcultura.com\/hub-de-conteudo\/?p=642"},"modified":"2024-07-19T18:43:22","modified_gmt":"2024-07-19T21:43:22","slug":"pesquisa-de-publico-online","status":"publish","type":"post","link":"https:\/\/deckcultura.com\/hub-de-conteudo\/casos\/pesquisa-de-publico-online\/","title":{"rendered":"Pesquisas de p\u00fablico data-driven no Museu do Futebol: P\u00fablicos on-line"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"642\" class=\"elementor elementor-642\">\n\t\t\t\t\t\t\t\t\t<section class=\"has_ma_el_bg_slider elementor-section elementor-top-section elementor-element elementor-element-5b670dac elementor-section-boxed elementor-section-height-default elementor-section-height-default jltma-glass-effect-no\" data-id=\"5b670dac\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container 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56.2 81.2 56.1 130.5 0 101.8-84.9 184.6-186.6 184.6zm101.2-138.2c-5.5-2.8-32.8-16.2-37.9-18-5.1-1.9-8.8-2.8-12.5 2.8-3.7 5.6-14.3 18-17.6 21.8-3.2 3.7-6.5 4.2-12 1.4-32.6-16.3-54-29.1-75.5-66-5.7-9.8 5.7-9.1 16.3-30.3 1.8-3.7.9-6.9-.5-9.7-1.4-2.8-12.5-30.1-17.1-41.2-4.5-10.8-9.1-9.3-12.5-9.5-3.2-.2-6.9-.2-10.6-.2-3.7 0-9.7 1.4-14.8 6.9-5.1 5.6-19.4 19-19.4 46.3 0 27.3 19.9 53.7 22.6 57.4 2.8 3.7 39.1 59.7 94.8 83.8 35.2 15.2 49 16.5 66.6 13.9 10.7-1.6 32.8-13.4 37.4-26.4 4.6-13 4.6-24.1 3.2-26.4-1.3-2.5-5-3.9-10.5-6.6z\"><\/path><\/svg>\t\t\t\t\t<\/a>\n\t\t\t\t<\/span>\n\t\t\t\t\t\t\t<span class=\"elementor-grid-item\">\n\t\t\t\t\t<a class=\"elementor-icon elementor-social-icon elementor-social-icon-linkedin elementor-repeater-item-d7371df\" target=\"_blank\">\n\t\t\t\t\t\t<span class=\"elementor-screen-only\">Linkedin<\/span>\n\t\t\t\t\t\t<svg class=\"e-font-icon-svg e-fab-linkedin\" viewBox=\"0 0 448 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M416 32H31.9C14.3 32 0 46.5 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74.7-74.7 74.7 33.5 74.7 74.7-33.6 74.7-74.7 74.7zm146.4-194.3c0 14.9-12 26.8-26.8 26.8-14.9 0-26.8-12-26.8-26.8s12-26.8 26.8-26.8 26.8 12 26.8 26.8zm76.1 27.2c-1.7-35.9-9.9-67.7-36.2-93.9-26.2-26.2-58-34.4-93.9-36.2-37-2.1-147.9-2.1-184.9 0-35.8 1.7-67.6 9.9-93.9 36.1s-34.4 58-36.2 93.9c-2.1 37-2.1 147.9 0 184.9 1.7 35.9 9.9 67.7 36.2 93.9s58 34.4 93.9 36.2c37 2.1 147.9 2.1 184.9 0 35.9-1.7 67.7-9.9 93.9-36.2 26.2-26.2 34.4-58 36.2-93.9 2.1-37 2.1-147.8 0-184.8zM398.8 388c-7.8 19.6-22.9 34.7-42.6 42.6-29.5 11.7-99.5 9-132.1 9s-102.7 2.6-132.1-9c-19.6-7.8-34.7-22.9-42.6-42.6-11.7-29.5-9-99.5-9-132.1s-2.6-102.7 9-132.1c7.8-19.6 22.9-34.7 42.6-42.6 29.5-11.7 99.5-9 132.1-9s102.7-2.6 132.1 9c19.6 7.8 34.7 22.9 42.6 42.6 11.7 29.5 9 99.5 9 132.1s2.7 102.7-9 132.1z\"><\/path><\/svg>\t\t\t\t\t<\/a>\n\t\t\t\t<\/span>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-6361115 e-flex e-con-boxed e-con\" data-id=\"6361115\" data-element_type=\"container\" data-settings=\"{&quot;content_width&quot;:&quot;boxed&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-fc2bd4a elementor-shape-square elementor-grid-4 elementor-hidden-desktop e-grid-align-center jltma-glass-effect-no elementor-widget elementor-widget-social-icons\" data-id=\"fc2bd4a\" data-element_type=\"widget\" data-widget_type=\"social-icons.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-social-icons-wrapper elementor-grid\">\n\t\t\t\t\t\t\t<span class=\"elementor-grid-item\">\n\t\t\t\t\t<a class=\"elementor-icon elementor-social-icon elementor-social-icon-envelope elementor-repeater-item-e9c5e16\" href=\"mailto:contato@deckcultura.com?subject=Vim%20do%20site%20da%20Deck%20Cultura\" target=\"_blank\">\n\t\t\t\t\t\t<span class=\"elementor-screen-only\">Envelope<\/span>\n\t\t\t\t\t\t<svg class=\"e-font-icon-svg 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xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M380.9 97.1C339 55.1 283.2 32 223.9 32c-122.4 0-222 99.6-222 222 0 39.1 10.2 77.3 29.6 111L0 480l117.7-30.9c32.4 17.7 68.9 27 106.1 27h.1c122.3 0 224.1-99.6 224.1-222 0-59.3-25.2-115-67.1-157zm-157 341.6c-33.2 0-65.7-8.9-94-25.7l-6.7-4-69.8 18.3L72 359.2l-4.4-7c-18.5-29.4-28.2-63.3-28.2-98.2 0-101.7 82.8-184.5 184.6-184.5 49.3 0 95.6 19.2 130.4 54.1 34.8 34.9 56.2 81.2 56.1 130.5 0 101.8-84.9 184.6-186.6 184.6zm101.2-138.2c-5.5-2.8-32.8-16.2-37.9-18-5.1-1.9-8.8-2.8-12.5 2.8-3.7 5.6-14.3 18-17.6 21.8-3.2 3.7-6.5 4.2-12 1.4-32.6-16.3-54-29.1-75.5-66-5.7-9.8 5.7-9.1 16.3-30.3 1.8-3.7.9-6.9-.5-9.7-1.4-2.8-12.5-30.1-17.1-41.2-4.5-10.8-9.1-9.3-12.5-9.5-3.2-.2-6.9-.2-10.6-.2-3.7 0-9.7 1.4-14.8 6.9-5.1 5.6-19.4 19-19.4 46.3 0 27.3 19.9 53.7 22.6 57.4 2.8 3.7 39.1 59.7 94.8 83.8 35.2 15.2 49 16.5 66.6 13.9 10.7-1.6 32.8-13.4 37.4-26.4 4.6-13 4.6-24.1 3.2-26.4-1.3-2.5-5-3.9-10.5-6.6z\"><\/path><\/svg>\t\t\t\t\t<\/a>\n\t\t\t\t<\/span>\n\t\t\t\t\t\t\t<span class=\"elementor-grid-item\">\n\t\t\t\t\t<a class=\"elementor-icon elementor-social-icon elementor-social-icon-linkedin elementor-repeater-item-d7371df\" target=\"_blank\">\n\t\t\t\t\t\t<span class=\"elementor-screen-only\">Linkedin<\/span>\n\t\t\t\t\t\t<svg class=\"e-font-icon-svg e-fab-linkedin\" viewBox=\"0 0 448 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M416 32H31.9C14.3 32 0 46.5 0 64.3v383.4C0 465.5 14.3 480 31.9 480H416c17.6 0 32-14.5 32-32.3V64.3c0-17.8-14.4-32.3-32-32.3zM135.4 416H69V202.2h66.5V416zm-33.2-243c-21.3 0-38.5-17.3-38.5-38.5S80.9 96 102.2 96c21.2 0 38.5 17.3 38.5 38.5 0 21.3-17.2 38.5-38.5 38.5zm282.1 243h-66.4V312c0-24.8-.5-56.7-34.5-56.7-34.6 0-39.9 27-39.9 54.9V416h-66.4V202.2h63.7v29.2h.9c8.9-16.8 30.6-34.5 62.9-34.5 67.2 0 79.7 44.3 79.7 101.9V416z\"><\/path><\/svg>\t\t\t\t\t<\/a>\n\t\t\t\t<\/span>\n\t\t\t\t\t\t\t<span class=\"elementor-grid-item\">\n\t\t\t\t\t<a class=\"elementor-icon elementor-social-icon elementor-social-icon-instagram elementor-repeater-item-da2c53c\" target=\"_blank\">\n\t\t\t\t\t\t<span class=\"elementor-screen-only\">Instagram<\/span>\n\t\t\t\t\t\t<svg class=\"e-font-icon-svg e-fab-instagram\" viewBox=\"0 0 448 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M224.1 141c-63.6 0-114.9 51.3-114.9 114.9s51.3 114.9 114.9 114.9S339 319.5 339 255.9 287.7 141 224.1 141zm0 189.6c-41.1 0-74.7-33.5-74.7-74.7s33.5-74.7 74.7-74.7 74.7 33.5 74.7 74.7-33.6 74.7-74.7 74.7zm146.4-194.3c0 14.9-12 26.8-26.8 26.8-14.9 0-26.8-12-26.8-26.8s12-26.8 26.8-26.8 26.8 12 26.8 26.8zm76.1 27.2c-1.7-35.9-9.9-67.7-36.2-93.9-26.2-26.2-58-34.4-93.9-36.2-37-2.1-147.9-2.1-184.9 0-35.8 1.7-67.6 9.9-93.9 36.1s-34.4 58-36.2 93.9c-2.1 37-2.1 147.9 0 184.9 1.7 35.9 9.9 67.7 36.2 93.9s58 34.4 93.9 36.2c37 2.1 147.9 2.1 184.9 0 35.9-1.7 67.7-9.9 93.9-36.2 26.2-26.2 34.4-58 36.2-93.9 2.1-37 2.1-147.8 0-184.8zM398.8 388c-7.8 19.6-22.9 34.7-42.6 42.6-29.5 11.7-99.5 9-132.1 9s-102.7 2.6-132.1-9c-19.6-7.8-34.7-22.9-42.6-42.6-11.7-29.5-9-99.5-9-132.1s-2.6-102.7 9-132.1c7.8-19.6 22.9-34.7 42.6-42.6 29.5-11.7 99.5-9 132.1-9s102.7-2.6 132.1 9c19.6 7.8 34.7 22.9 42.6 42.6 11.7 29.5 9 99.5 9 132.1s2.7 102.7-9 132.1z\"><\/path><\/svg>\t\t\t\t\t<\/a>\n\t\t\t\t<\/span>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-35cbde6 e-flex e-con-boxed e-con\" data-id=\"35cbde6\" data-element_type=\"container\" data-settings=\"{&quot;content_width&quot;:&quot;boxed&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-3f15e95 jltma-glass-effect-no elementor-widget elementor-widget-text-editor\" data-id=\"3f15e95\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<ul>\n<li><strong>Cliente<\/strong><span style=\"font-weight: 400;\">: <a href=\"https:\/\/museudofutebol.org.br\/\" target=\"_blank\" rel=\"noopener nofollow\">Museu do Futebol<\/a> (SP)\/ <a href=\"https:\/\/www.idbr.org.br\/\" target=\"_blank\" rel=\"noopener nofollow\">IDBrasil Cultura, Educa\u00e7\u00e3o e Esporte<\/a><\/span><\/li>\n<li><b>Ano<\/b><span style=\"font-weight: 400;\">: 2022<\/span><\/li>\n<li><b>Projeto<\/b><span style=\"font-weight: 400;\">: Pesquisa Bianual de P\u00fablicos\u00a0<\/span><\/li>\n<li><b>Desafio<\/b><span style=\"font-weight: 400;\">: realizar uma an\u00e1lise longitudinal dos p\u00fablicos on-line do museu a partir de dados coletados por meio de ferramentas analytics e pesquisas on-line (survey)\u00a0<\/span><\/li>\n<\/ul>\n<p>\u00a0<\/p>\n<p><span style=\"font-weight: 400;\">Especialmente ap\u00f3s a pandemia de COVID-19, ficou claro que os canais de comunica\u00e7\u00e3o digitais v\u00e3o al\u00e9m da divulga\u00e7\u00e3o de eventos culturais presenciais, tornando-se um l\u00f3cus de intera\u00e7\u00e3o e frui\u00e7\u00e3o cultural para um imenso grupo de pessoas. Esta relev\u00e2ncia nos levou a propor a inclus\u00e3o de uma an\u00e1lise desses p\u00fablicos na Pesquisa Bianual de P\u00fablicos do Museu do Futebol. Utilizando diferentes fontes de informa\u00e7\u00e3o,\u00a0 <\/span><b>buscamos compreender os perfis demogr\u00e1ficos, satisfa\u00e7\u00e3o e interesses<\/b><span style=\"font-weight: 400;\"> desta parcela dos p\u00fablicos.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Para avaliar os p\u00fablicos virtuais, realizamos uma <\/span><b>\u201cauditoria de p\u00fablico on-line\u201d, que \u00e9 uma avalia\u00e7\u00e3o da atual audi\u00eancia digital de uma organiza\u00e7\u00e3o, buscando responder a tr\u00eas perguntas b\u00e1sicas: quem s\u00e3o, do que gostam e com o que se engajam.<\/b><span style=\"font-weight: 400;\">\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Como base metodol\u00f3gica, utilizamos a <\/span><a href=\"https:\/\/docplayer.net\/31282008-Making-sense-of-your-social-media-strategies-using-the-culture24-social-media-evaluation-framework.html\" target=\"_blank\" rel=\"noopener nofollow\"><i><span style=\"font-weight: 400;\">Culture24 Social Media Evaluation Framework <\/span><\/i><\/a><span style=\"font-weight: 400;\">(Estrutura de Avalia\u00e7\u00e3o de M\u00eddia Social da Culture24) que lista seis temas estrat\u00e9gicos para medir o sucesso de organiza\u00e7\u00f5es culturais no uso das m\u00eddias sociais: Comunidade, Marca, Comunica\u00e7\u00e3o, Engajamento, Conte\u00fado e Experi\u00eancia. Para a Pesquisa Bianual do Museu do Futebol, escolhemos tr\u00eas desses temas: <\/span><b>comunidade, conte\u00fado e experi\u00eancia<\/b><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A primeira fonte de informa\u00e7\u00e3o que consultamos foram os <\/span><i><span style=\"font-weight: 400;\">analytics <\/span><\/i><span style=\"font-weight: 400;\">das redes sociais. Os <\/span><i><span style=\"font-weight: 400;\">analytics <\/span><\/i><span style=\"font-weight: 400;\">s\u00e3o ferramentas que coletam e disponibilizam gratuitamente dados relacionados ao desempenho e \u00e0 atividade nas plataformas de m\u00eddia social. \u00c9 importante ressaltar que as plataformas de <\/span><i><span style=\"font-weight: 400;\">analytics <\/span><\/i><span style=\"font-weight: 400;\">das redes sociais adotam m\u00e9tricas e temporalidades de medi\u00e7\u00e3o diferentes. Algumas disponibilizam informa\u00e7\u00f5es mais detalhadas, e periodicidade mais longa do que outras.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Listamos aqui algumas das m\u00e9tricas disponibilizadas pelos analytics das principais redes sociais:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\"><strong><a href=\"https:\/\/web.facebook.com\/creators\/tools\/meta-business-suite?_rdc=1&amp;_rdr\" target=\"_blank\" rel=\"noopener nofollow\">Meta Business Suit<\/a><\/strong> (<\/span><i><span style=\"font-weight: 400;\">analytics<\/span><\/i><span style=\"font-weight: 400;\"> para Facebook e Instagram)<\/span>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"2\"><span style=\"font-weight: 400;\">N\u00famero de curtidas da p\u00e1gina e seguidores;<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"2\"><span style=\"font-weight: 400;\">Engajamento nos posts (curtidas, compartilhamentos, coment\u00e1rios);<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"2\"><span style=\"font-weight: 400;\">Alcance (quantas pessoas viram suas postagens);<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"2\"><span style=\"font-weight: 400;\">Perfil demogr\u00e1fico (localidade, g\u00eanero e faixa et\u00e1ria);<\/span><\/li>\n<\/ul>\n<\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">\u00a0<a href=\"https:\/\/business.twitter.com\/pt\/advertising\/analytics.html\" target=\"_blank\" rel=\"noopener nofollow\"><strong>X<\/strong><\/a> (ex-Twitter Analytics)<\/span>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"2\"><span style=\"font-weight: 400;\">N\u00famero de seguidores;<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"2\"><span style=\"font-weight: 400;\">Engajamento (Retu\u00edtes, curtidas e respostas);<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"2\"><span style=\"font-weight: 400;\">Alcance de <\/span><i><span style=\"font-weight: 400;\">tweets<\/span><\/i><span style=\"font-weight: 400;\">;<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"2\"><span style=\"font-weight: 400;\">An\u00e1lise de tend\u00eancias e hashtags.<\/span><\/li>\n<\/ul>\n<\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><a href=\"https:\/\/developers.google.com\/youtube\/analytics?hl=pt-br\" target=\"_blank\" rel=\"noopener nofollow\"><strong>YouTube Analytics<\/strong><\/a>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"2\"><span style=\"font-weight: 400;\">N\u00famero de inscritos no canal;<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"2\"><span style=\"font-weight: 400;\">N\u00famero de visualiza\u00e7\u00f5es de v\u00eddeos;<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"2\"><span style=\"font-weight: 400;\">Tempo de exibi\u00e7\u00e3o;<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"2\"><span style=\"font-weight: 400;\">Coment\u00e1rios e <\/span><i><span style=\"font-weight: 400;\">likes<\/span><\/i><span style=\"font-weight: 400;\">.<\/span><\/li>\n<\/ul>\n<\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><strong><a href=\"https:\/\/www.tiktok.com\/creators\/creator-portal\/en-us\/tiktok-content-strategy\/understanding-your-analytics\/\" target=\"_blank\" rel=\"noopener nofollow\">TikTok Analytics<\/a><\/strong>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"2\"><span style=\"font-weight: 400;\">N\u00famero de visualiza\u00e7\u00f5es de v\u00eddeos;<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"2\"><span style=\"font-weight: 400;\">Engajamento (curtidas, compartilhamentos, coment\u00e1rios);<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"2\"><span style=\"font-weight: 400;\">Compartilhamento de v\u00eddeos;<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"2\"><span style=\"font-weight: 400;\">Taxa de crescimento de seguidores.<\/span><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p>\u00a0<\/p>\n<p><span style=\"font-weight: 400;\">Para analisar o tema <\/span><b>comunidade<\/b><span style=\"font-weight: 400;\">, analisamos indicadores sobre o n\u00famero de seguidores e segmenta\u00e7\u00e3o demogr\u00e1fica, como localidade, g\u00eanero e faixa et\u00e1ria. O Museu do Futebol contava, at\u00e9 agosto de 2022, com um total de 190.752 seguidores em suas cinco principais redes sociais: Facebook, Instagram, Twitter, YouTube e TikTok. Vale destacar que no caso do YouTube, tamb\u00e9m \u00e9 importante prestar aten\u00e7\u00e3o n\u00e3o s\u00f3 no n\u00famero de inscritos no canal, mas principalmente no n\u00famero de visualiza\u00e7\u00f5es dos v\u00eddeos. Em agosto de 2022, os v\u00eddeos do Museu no YouTube acumulavam um total de 648.154 visualiza\u00e7\u00f5es (96% delas vindas de pessoas n\u00e3o inscritas no canal).\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Para o tema <\/span><b>conte\u00fado<\/b><span style=\"font-weight: 400;\">, investigamos as m\u00e9tricas relacionadas a alcance e engajamento das publica\u00e7\u00f5es, analisando aquelas que tiveram maior engajamento e realizando agrupamentos para entender quais tem\u00e1ticas despertam mais interesse.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Para analisar o tema <\/span><b>experi\u00eancia<\/b><span style=\"font-weight: 400;\">, recorremos aos resultados das pesquisas on-line de satisfa\u00e7\u00e3o (<\/span><i><span style=\"font-weight: 400;\">surveys<\/span><\/i><span style=\"font-weight: 400;\">) realizadas anteriormente. A equipe do Museu do Futebol realiza essas pesquisas periodicamente, com objetivo de aferir a satisfa\u00e7\u00e3o dos p\u00fablicos com sua presen\u00e7a digital, projetos educativos e oficinas on-line.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Em resumo, por meio desta pesquisa alcan\u00e7amos tr\u00eas objetivos relevantes para direcionar o uso estrat\u00e9gico que o museu faz de sua presen\u00e7a digital:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>compor um retrato abrangente do perfil <\/b><span style=\"font-weight: 400;\">dos p\u00fablicos virtuais, de modo a revelar o n\u00edvel de alcance e quais segmentos de p\u00fablicos est\u00e3o sendo afetados pelos conte\u00fados e a\u00e7\u00f5es oferecidos no meio digital;<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>aferir a satisfa\u00e7\u00e3o<\/b><span style=\"font-weight: 400;\"> dos p\u00fablicos virtuais com os conte\u00fados e a\u00e7\u00f5es on-line, de maneira estabelecer m\u00e9tricas que possam continuar a ser usadas para monitoramento e avalia\u00e7\u00e3o da presen\u00e7a on-line do museu;<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>evidenciar as tem\u00e1ticas de interesse<\/b><span style=\"font-weight: 400;\"> dos p\u00fablicos on-line, de forma que o museu possa direcionar sua atua\u00e7\u00e3o para o fortalecimento do engajamento com conte\u00fados e a\u00e7\u00f5es oferecidos no meio digital.<\/span><\/li>\n<\/ul>\n<p>\u00a0<\/p>\n<p><span style=\"font-weight: 400;\">A riqueza de dados facilmente obtidos pelas ferramentas <\/span><i><span style=\"font-weight: 400;\">analytics<\/span><\/i><span style=\"font-weight: 400;\">, ou por meio da realiza\u00e7\u00e3o de pesquisas on-line, oferece \u00e0s organiza\u00e7\u00f5es culturais uma oportunidade valiosa de avaliarem o impacto de suas atividades on-line, ajustando e aprimorando constantemente suas estrat\u00e9gias para alcan\u00e7ar resultados mais significativos e mensur\u00e1veis.<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Conhe\u00e7a nossa metodologia para analisar o perfil dos p\u00fablicos virtuais com analytics e pesquisas on-line.<\/p>\n","protected":false},"author":1,"featured_media":644,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"elementor_header_footer","format":"standard","meta":{"om_disable_all_campaigns":false,"_mi_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_uf_show_specific_survey":0,"_uf_disable_surveys":false,"footnotes":""},"categories":[1],"tags":[29,34,31,67,20,21,30,33,32],"jetpack_featured_media_url":"https:\/\/i0.wp.com\/deckcultura.com\/hub-de-conteudo\/wp-content\/uploads\/2023\/09\/shubham-dhage-ZyFAZrFavPU-unsplash-scaled.jpg?fit=2560%2C1440&ssl=1","_links":{"self":[{"href":"https:\/\/deckcultura.com\/hub-de-conteudo\/wp-json\/wp\/v2\/posts\/642"}],"collection":[{"href":"https:\/\/deckcultura.com\/hub-de-conteudo\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/deckcultura.com\/hub-de-conteudo\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/deckcultura.com\/hub-de-conteudo\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/deckcultura.com\/hub-de-conteudo\/wp-json\/wp\/v2\/comments?post=642"}],"version-history":[{"count":21,"href":"https:\/\/deckcultura.com\/hub-de-conteudo\/wp-json\/wp\/v2\/posts\/642\/revisions"}],"predecessor-version":[{"id":854,"href":"https:\/\/deckcultura.com\/hub-de-conteudo\/wp-json\/wp\/v2\/posts\/642\/revisions\/854"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/deckcultura.com\/hub-de-conteudo\/wp-json\/wp\/v2\/media\/644"}],"wp:attachment":[{"href":"https:\/\/deckcultura.com\/hub-de-conteudo\/wp-json\/wp\/v2\/media?parent=642"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/deckcultura.com\/hub-de-conteudo\/wp-json\/wp\/v2\/categories?post=642"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/deckcultura.com\/hub-de-conteudo\/wp-json\/wp\/v2\/tags?post=642"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}