Brazil: the future of social media marketers

The Federative Republic of Brazil, also known as Brazil, is located in South America. This country is the fifth largest country in the world, and its population is about 199 million people. According to eMarketer (2013), about 107 million people in Brazil are internet users. But why the industry of social media networks is a market that has unprecedented opportunities? People in Brazil are really friendly, and they will strike up a conversation about T.V shows, news and sports even if they do not know you, says Alexandre Hohagen, vice president of Facebook’s  Latin America division. Mr. Hohagen also mentions that Brazilian culture is an extroverted culture.  As a result, young people have now the opportunity to share their preferences with each other using social media networks.


Source: eMarket, April 2013

Brazil has about 65 million Facebook users, and it is the second biggest user of Twitter. Companies like Facebook, Twitter, YouTube, and Google+ have seen great chances of expansion for their markets in zones like Brazil. With U.S and Europe markets saturated, and China’s citizens stuck behind the Great Firewall, social media networks have difficulties to find possible new opportunities. On the other hand, Brazil being one of the largest countries, and being the most populous country in South America, represents an unusual successful growth in social media market.

By December 2012, Internet users in Brazil were spending, cumulatively, 158% more time on social media sites than they had in December 2010. However, this growth is just the beginning of the expansion of social media marketers. According to Holmes, an average time spent on Facebook among Brazilians increased 208 percent last year, to 535 minutes per month. By comparison, global use declined by 2 percent during the same period.

The opportunity to be connected by mobile phones is cheap in Brazil; as a result, people from middle use mobile phones to get the way to stay connected on the internet.  People like Michel Teló, with his song  “Ai Se Eu Te Pego” or “ Oh If I catch you,” became famous because Brazilians shared his  video through YouTube.  This video got about six million fans on Facebook. Brazilians, unlike other citizens in South America, use social media to research new products, discounts, and check reviews about the products they want to buy.

But not all the people in Brazil are connected. Most of the population living in “slums” or “favelas” does not have easy access to new technologies.  Brazilian government has been working in order to include marginalized people. This process about include people could be challenging because it is important to empower the individuals to take part of this change. The current projects proposed by the Brazilian government are: LAN (Local Area  Network) houses and Telecentros. LAN houses are places where people pay to get access to the internet. According to the Internet Steering Committee in Brazil, LAN houses are responsible for almost 50% of Internet access in Brazil and in poor areas it is responsible for 82% of the accesses. Telecentros are establishments where people can access to the internet for free. Telecentros are usually implemented in areas where the populations with low income reside.

Even though Brazil is a big country with great opportunities for technology companies to growth, people in poor regions like favelas are still missing with the benefit of being connected to the rest of the world. How can government include marginalized people in the new technology era? What would be the consequences of empowering people to share information about Brazil? Will be the next mega events (the World Cup and the Olympics)   affected by people who thinks that these kind of events will not help the country?



Arno, C. (2013, April 5). Brazil: A social media  marketers’ gold mine. [Web blog commnet]. Retrieved from

Baroni, A. (2012). Participatory Content Creation and Collective Intelligence in Rio de Janeiro’s Favelas. International Journal of Technology, Knowledge & Society, 8(3), 125-133.

Chao, L. (2013, February 4). Brazil: the social media capital of the universe. [Web blog comment]. Retrieved from

eMarketer. (2013, June 26). Brazil’s social audience keeps growing, as new web users join in. [web log comment]. Retrieved from

Holmes  R. (2013, October 12). The Future of social media? Forget about the U.S., Look to Brazil. [Web log comment].  Retrieved from

Banks, A. (2012, March 22). 2012: Brazil future in focus. [web blog] Retrieved from

Nemer, D. (2012, March 13). Digital inclusion in Brazil: a Social informatics epistemological problematic [web blog commnet]. Retrieved from


Coca- Cola Social Media Guard

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Share a real moment with Coca-Cola is how the company invites its consumers to put away their mobile devices and share with their loved ones a moment of happiness and togetherness. The film “Coca-Cola Social Media Guard” was posted on YouTube on February 19 by Coca-Cola Middle East, and it spread viral through the Internet. Since its beginning, the film has been watched by over three million people around the world. However, as all good campaigns there are people who react positive, negative or neutral. In order to analyze the impact in the social media channels, YouTube and Twitter have been chosen.

On one hand, according to YouTube reports, from its launching date to February 26, date Untitled[1]which this report was developed, there were 20 406 people who liked it, and 1 537 who did not liked it. To measure the intensity of the sentimentalism of the video through coding hang information, it was necessary to determine a sample, and a length of time. The sample chosen involved 40 comments in YouTube analyzed from 10am to 1pm. The results were that sixty three percent of the comments reviewed mention the brightness of the video. Comments such as “it is exceptionally brilliant,” “love it,”  “Muito boom” (very good), “Si esto es real” (Yes, this is real), supported the positive sentiment towards the video. Nevertheless, comments such as “estupido” (stupid), “malo” (bad) comprehend the seventeen percent of the negative sentiment that viewers had towards the video. It is important to mention that in this seventeen percent, comments related to the decision about closing facilities in Fuenlabrada, Mallorca, Asturias and Alicante affected the sentiment of the consumers.

On the other hand, Twitter, with #SocialMediaGuard, reported on February 26 that 59 twitter_sentimental[1]percent of the tweets (percentage obtained by coding hang method) are positive. Terms such as “genius,” “brilliant,” “fun”were some of the examples about how customers feel about the brand and the new device which is called “The cone of Shame.” According to TOPSY (analytic tool used to develop the current report),on February 27 Twitter showed 872 tweets since the date the video was launched. From the total population of the tweets found by TOPSY a positive sentiment indicated 55 points. Tweets such as “Well done”, “Loving #Coca-Cola’s #SocialMediaGuard,” “Awesome Social Media Guard” support the positive sentiment about the video. Socialmention mentions in its free analytic tool that the strength (how strong is the brand is mention on social media) shows a 36 percent.

Overall the sentiment toward this new viral is positive; however there are some negative tweets and comments found on these two social media networks that could be bring some level of awareness to the brand. For instance, as mentioned before, some of the comments found on Youtube were related to the decision of closing some facilities in Spain. As a result, these types of commeScreenshot_2014-02-27_14.45.44[1]nts may bring some dissatisfaction and angriness to Coca-Cola. As a recommendation, it is important to pay attention and interact with those people because this interaction might improve the image of the brand, transforming those consumers in influencers that will talk better about the brand.  

To refresh the world, to inspire moments of optimism and happiness, and to create value and make a difference are the purposes of the brand. As a result, the company along with the new video has reinforced its purpose. First of all, the video has brought a refreshing concept of face-to-face is outdated. For instance, “The Cone of Shame” has been introduced as a fresh breeze in this new mobile era. Moreover, “Coca-Cola Social Media Guard” shows consumers how putting away their mobile devices can bring happiness, optimism and togetherness. Lastly, “The Core of Shame” shows consumers the valuable of sharing moments with their loved ones. The dynamic storytelling model that Coca-Cola uses to disperse systematically its information and campaigns among every culture makes the company the owner of excellence content as shown videos like this. Tolga Cebe, region manager, Coca-Cola Middle East, stayed in The Coca-Cola Journey website that they have been pleasantly surprised by the results, which revel a strong and positive sentiment from around the world and, ironically, highlight the global power of social media.  Screenshot_2014-02-26_13.47.47[1]Screenshot_2014-02-27_20.29.37[1]

Digital/ Social Media as a useful tool for professionals in the United States and Ecuador.

Morin Rufai                                                                                                                                                                   Social Media Communication Specialist                                                                                                                 Kennesaw State University                                                                                                                                     United States

What are the some of the skills you think a digital media communication professional needs to success in this field? According to Morin Rufia, “social media demands having writing content skills, marketing understanding, and graphic and creative skills.”  Working 


Morin says that social media is always evolving, and that is why one has to constantly read blogs, go to events, and look for new technology in web sites     such as To Morin, a person whose job involves social media has to be active visiting and exploring web sites. In addition, working in social media could be very challenging if one does not have certain level of expertise in graphic design and web design. In fact, Morin wishes have had a little more experience in those fields, so she would not outsource anything related to graphic design or web design. Specialist, Morin comments that looking for content to post in KSU  channels, analyze growth engagement for Kennesaw State University’s Office of University Relations as Social Media Communications channels, reviewing the ways students are engaging in social media, going to events, and finding trade strategies are some of her main duties as Social Media Specialist.

But social media was not her first choice. While in school, she studied mass communication. She wanted to be a newspaper writer. Nonetheless, when she got graduated from Clark University, she started to work with the social media department in that school. Morin declares that while she was working at Clark, social media started to get popular around the field, and she got interested about the new tendency of communication. Talking about the most important project for her, Morin declares that “The hashtag campaign” is one of the projects that she is proud of. “The hashtag campaign” was launched at Clark University. It consisted in sharing graduation moments among the students of the university.

Have you spent so many hours citing in front of the computer looking for content that goes theme of your blog? Have you ever been sitting using Facebook or other social media channels without paying any attention to the time?  According to Morin the most impressive thing about this job is the time consuming when looking for, reading, and designing content to share.  However, technology is part of a digital space, and it is a useful tool that everybody can use. When she started in this field, there was not Instagram, and the layout of Facebook was totally different. Also, Facebook did not have any brand pages profile account, and all Facebook was less crowded.

Finally, Morin recommends us to be an active social media professional, and she encourages us to join groups of social media. In fact, she is a member of Socials Media Club Atlanta where she is always involved in chats on line with its members. Moreover, Morin suggests going to some events specifically the SoCom which is coming next month.  It is important to stay active in the social media  world, and attend to events where you can network with a lot of social/digital media professionals.

Santiago Jimenez                                                                                                                                                                Corporate Communication Professor                                                                                                                        Universidad de las Americas                                                                                                                                          Ecuador


Santiago Jiménez studies a master in Communication in Ecuador. His current job is in digital media field where he has created, developed, and produced graphic solutions and visual campaigns for several Ecuadorian and foreign companies. Nowadays, he is working as Corporate Communication professor at UDLA (University of Americas, Ecuador).  

Santiago mentions that to continue in his job, it is important to be trained in order to know the last trends in the field. He also suggests that it is important to train one’s team as well. Moreover, other tips that Mr. Jiménez can give us in order to start as a digital media professional are investigate, know and love the project that one is going to develop, search a good and collaborative production team, choose good pieces of equipment, and be acquainted with the equipment.

Has something surprising happened while shooting a project? What was this surprising moment? “Si”, answers Santiago.  When he was finishing a video about Ecuadorian culture, the indigenous community brought him a special souvenir. At that moment, he was happy because he knew that doing this job he had the chance to learn more about his own country and people. In fact, one of his most important projects is “El Niño de Isinche.” This documentary talks about how people from a little town of Ecuador believe in Isinche boy’s miracles. Moreover, the documentary shows us Ecuadorian culture, religion, customs and traditions.  

 Santiago thinks that social media is one of the most important technological tool nowadays. Organization can increase their images by using new technologies to manage the flow of information, and two-way communications. However, the usage of new technologies is changing people’s behavior, and this is changing   the way how people communicate with each other.

What do you think about digital/social media in South America? Is there any difference from your country? How are social media channels being used in your country?

 ¿Qué piensas sobre digital/social media en Sud América? ¿Cómo usan los diferentes canales de social media en tu país?