Extensionist practice in the third sector: capacitation for communication in the digital social media Facebook

Abstract

The extension project entitled “Multiplier Training in Digital Media for Third Sector Organizations” was developed during the year 2017 in the city of Frederico Westphalen, RS, with “Apae”, “Cufa” and “Feira do Produtor”. Knowing that mediatization has changed the form of social relations especially in the digital environment the objective of the project was to train managers and volunteers of organizations of Third Sector for a planned performance in digital media, contributing  for organizational communication and entities’ mission. Faced with this and taking into account the premises of university extension and Public Relations in the Third Sector an open interview was conducted with the managers of attended organizations and non-participant observation of their fanpages for the diagnosis of digital organizational communication. Then it was possible planning the content of given workshops and elaborating the didactic material and the hornbook of presence and performance in digital media. After developmenting actions, it was noticed that they were only a beginning for this "formation of multipliers", because the knowledge level about digital media in these entities is still basic.