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Publicaciones

  • Book: Social Media Strategy: How to overcome the social networking paradox and make your competitors irrelevant

    There’s a paradox in the fact that social media is more complex than companies imagine. The way in which social media is understood and discussed today gives us the idea that fast, efficient, and effortless results are inherent to the use of social media, but that’s not true. It seems easy to imagine that these networks are an extension of our ability to form communities and friendship ties; however, many companies still think that social media is simply a media outlet and not a relationship…

    There’s a paradox in the fact that social media is more complex than companies imagine. The way in which social media is understood and discussed today gives us the idea that fast, efficient, and effortless results are inherent to the use of social media, but that’s not true. It seems easy to imagine that these networks are an extension of our ability to form communities and friendship ties; however, many companies still think that social media is simply a media outlet and not a relationship platform. Many companies make financial investments, but do not make an effort to engage in the transparent, strategic dialogue that this medium requires.

    The strategy presented in this book is going to help your company find its way in this new world, but it will also question strict marketing views, as well as the idea that social media is a trend that’s going to die out and the belief that your company does not fit into this context. In other words, this book is going to help you overcome the social media paradox.

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  • Book: Estratégia em Mídias Sociais - Como romper o paradoxo das redes sociais e tornar a concorrência irrelevante

    Editora Campus/Elsevier

    Full title in english (book available in English):
    "Social Media Strategy – How to overcome the social networking paradox and make your competitors irrelevant"

    A estratégia apresentada neste livro vai ajudar sua empresa encontrar o caminho neste novo mundo, mas também vai quebrar a visão estrita em marketing, quebrar a ideia de que essa moda vai ar, quebrar a assertiva de “que a minha empresa não se encaixa nesse contexto” e quebrar o paradoxo das redes sociais que está em você.

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  • Book: Blog Corporativo - Aprenda como melhorar o relacionamento com seus clientes e fortalecer a imagem da sua empresa (2a ed)

    Editora Novatec

    Full title in english (book only in Portuguese):
    "Corporate Blogging: Learn How to Improve Customer Relationships and your Company Image"

    O livro explora os ganhos e as armadilhas que o uso de blogs para comunicação interna ou com clientes traz para empresas e negócios. Esta obra discute também como os blogs já existentes podem servir como base para os planejamentos estratégicos de produtos e serviços.

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