Analysis of the Communication Strategy of the Liga Portuguesa Contra o Cancro on the Social Network Facebook during the Pink October Movement: A Study from 2019 to 2023.

In the context of non-profit organizations, the third sector has a crucial role in the face of social challenges and the promotion of social protection. This research focuses on the Liga Portuguesa Contra o Cancro (LPCC), an emblematic organization in this sector, and the analysis of its communication strategy on Facebook during the Pink October movement between 2019 and 2023. Non-profit organizations, especially in the face of the challenges posed by the COVID-19 pandemic, need to adapt their communication strategies to a constantly evolving digital environment. Understanding the effectiveness of LPCC online communication practices not only contributes to the academic literature on third-sector organizations but also offers practical insights into how to optimize the online presence and community engagement that are fundamental to the success of these organizations in today's world. This work is based on a case study methodology with qualitative analysis, anchored in ethnographic methodology, and aims to explore the changes in the LPCC's communication strategies in the context of online social networks, more specifically on Facebook (Pink October period) and to propose recommendations to strengthen its digital presence in the face of rapid changes in the online landscape. The LPCC saw a reduction in followers from 742,000 in 2019 to 727,000 in 2023. There was a preference for informational content, mainly in text with image formats, with an increase in video formats over the years. The engagement rate fell from 2.28% in 2019 to 0.60% in 2023, so it's recommended to use closer and more continuous communication, based on more motivational types of content, and to try to respond to the followers to increase engagement with them.