Abstract:

This study aims to analyse the maturity of the use of Web 2.0 technologies in the Portuguese bank sector comparing the Millennium CP with the CGD, trying to determine which one of these institutions is more present in social networks. It was determined as a general objective: identify what is the information that CGD and BCP put in the most popular social network, Facebook, the Linkedin and the Twitter. In order to integrate research in the field of study were regularly analysed the various interactions of the institution and the clients in the Web 2.0, in this case the Facebook official page of the institution and the pages the aggregated pages of the same social network that can assume the same role of direct contact of the institutional image with the clients and users. So, the observation was carried out for two working weeks, in other words, five days in a week from Monday to Friday from the last week of May 2017 (22nd to 26th) to the first week of June 2017 (5th to 9th). The difference between the two institutions is in the degree of specialization carried out on thematic pages, in other words, the Millennium BCP features more specialized pages and the CGD is more committed to its constant updating.