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Advisor(s)
Abstract(s)
O aparecimento de novas maneiras para a marca promover e comunicar através do meio
digital, criou o ambiente perfeito para o florescimento de uma nova figura que serve como
o responsável da marca para os consumidores e o responsável dos consumidores para a
marca: o Community Manager. Este trabalho discutirá o ambiente onde opera e o seu papel
para o sucesso digital de uma marca, através da exposição da experiência pessoal nesse
cargo, na agência de comunicação digital ALICE.
Numa primeira parte, irão ser abordadas temáticas cruciais para o entendimento e a
contextualização deste profissional no mundo online, começando pelo ambiente digital que
possibilitou o aparecimento desta profissão, passando por bases teóricas de certas áreas do
Marketing Digital e, finalmente, terminando numa caracterização do profissional em si.
Numa segunda parte, não só irão ser apresentadas todas as atividades impostas ao
Community Manager durante o estágio em questão, como será também fundamentada a
base teórica apresentada anteriormente, através da descrição pessoal do que foi abordado e
trabalhado na agência. Finalmente, será também incluído uma breve reflexão crítica, sobre
o que possivelmente será deste profissional, quando as operações digitais se tornarem
totalmente automatizadas pela inteligência artificial.
The emergence of new ways for a brand to promote and communicate through the digital medium has created the perfect environment for a new figure to flourish who serves as the brand's representative to consumers and the consumers' representative to the brand: the Community Manager. This paper will discuss the environment in which he operates and his role in the digital success of a brand, through the exposure of personal experience in this position at the digital communications agency ALICE. In the first part, the crucial themes for understanding and contextualizing this professional in the online world will be addressed, starting with the digital environment that made the emergence of this profession possible, going through the theoretical basis of certain areas of Digital Marketing and, finally, ending with a characterization of the professional himself. In a second part, not only will all the activities imposed on the Community Manager during the internship in question be presented, but also the theoretical basis presented previously will be substantiated, through a personal description of what was covered and worked at the agency. Finally, a brief critical reflection will also be included, about what will possibly become of this professional, when digital operations become fully automated by artificial intelligence.
The emergence of new ways for a brand to promote and communicate through the digital medium has created the perfect environment for a new figure to flourish who serves as the brand's representative to consumers and the consumers' representative to the brand: the Community Manager. This paper will discuss the environment in which he operates and his role in the digital success of a brand, through the exposure of personal experience in this position at the digital communications agency ALICE. In the first part, the crucial themes for understanding and contextualizing this professional in the online world will be addressed, starting with the digital environment that made the emergence of this profession possible, going through the theoretical basis of certain areas of Digital Marketing and, finally, ending with a characterization of the professional himself. In a second part, not only will all the activities imposed on the Community Manager during the internship in question be presented, but also the theoretical basis presented previously will be substantiated, through a personal description of what was covered and worked at the agency. Finally, a brief critical reflection will also be included, about what will possibly become of this professional, when digital operations become fully automated by artificial intelligence.
Description
Keywords
Agências de Comunicação Digital Community Manager Marketing de Conteúdo Marketing Digital Social Media Marketing