TAM LINHAS AÉREAS NO TWITTER: CANAL DE COMUNICAÇÃO OU REDE SOCIAL?

The research emphasizes the social appropriation of Information and Communication Technologies by the Brazilian aviation industry, through a case study of communication strategies of TAM on the social networking site Twitter. TAM is a leader in the Brazilian domestic market and gradually conquering its space in Mercosul. This is an exploratory research, based on content analysis of messages sent to the company profile on Twitter, in order to check whether indeed the consolidation of a social network between TAM and its followers. We analyzed all messages posted since July 3, 2009, the date of the first post in the company profile, until the day January 31, 2010. Among the subjects discussed, there was the predominance of information and promotions. The study concludes that, under Twitter, TAM has yet reached a high degree of social interaction with his followers, because the major number of messages is directed to promotional marketing