Um olhar voltado para o papel do social media nessa revolução criativa

Abstract

With the communications evolutions that humanity has faced over the years, researchers, professionals and the market itself have identified the need to understand, discuss and classify the processes and concepts that lead to advertising to modify their work structures to each phenomenon that changes the mentality of its consumer. With this, the objective of this work was to bring to the academy the discussion of these concepts that has transformed the advertising practice, approaching then a brief panorama on the concepts of communication and social networks, focusing on the path taken by Advertising and Publicity, showing it’s their antecedents. Based on the vision of authors and market professionals, the challenges of the need for companies to approach their consumers using the new media, the social media, were presented, which consequently presented to the market a new professional that integrates, Diversify and show that the market is experiencing a moment of great transformation. We present cases that illustrate the work done by the social media professional, social media, highlighting the importance of contemplating the digital as a tool and not just as a tactic.