Visibilidade de conteúdo em mídias sociais para pequenos empreendimentos no contexto da indústria 4.0: um estudo de caso

Abstract

This work reflects on the importance of knowledge about the functioning of social networking platforms - in different dimensions - and the technological innovations of Industry 4.0 that enable its development, for planning content strategies on social networks in search of greater visibility for small businesses and self-employed professionals. To do so, it is carried out a case study (YIN, 2001) of the small business @psicotaia, a digital initiative present on different platforms that aims to publicize the professional's psychotherapy services and disseminate information on mental health. The study seeks to investigate how the technopolitical aspects of the platforms interfere in the planning of the initiative's content strategies, how they impact its results and how far the professional's knowledge about them goes. For the contextualization of the theme, aspects of Platform Studies are approached, bringing authors such as Carlos D'Andréa e José van Dijck and some concepts of the technological innovations of Industry 4.0 are pointed out by different authors, with special attention to the text by Kauffman and Santaella (2020). During the study, for the qualitative research, there is the use of instruments of document analysis and semi-structured interview, that is conducted based on the protocol proposed by Guerra (2010). From this, the object of the study is investigated with the intention of generating data that enrich the dialogue on the subject and can confirm the need to create more training initiatives in digital production for the target audience, which include the mentioned aspects, as a continuation of what was found from the execution of the researcher's RD&I project - mandatory partial requirement for the completion of the master's degree at PPGCIC. The results indicate that there is great interference of the theme in the planning of content strategies adopted by the professional, but indirectly, without conscious application of the information about it. In addition, they indicate that the knowledge that the professional carries about the contextual and structural issues of the media scenario in which she operates is limited and acquired in an inconstant way, most of the time passively and involuntarily, which negatively impacts her activities, pointing to the need for better learning on the subject.