We have watched rapid developments for branding in social media in the last couple of years and the use of these platforms is stronger then ever these days, reaching audiences worldwide through multiplatform social media branding strategies. Social media can be an opportunity for business to: raise brand awareness, increase sales, generate brand loyalty and to overall better communicate with customers, helping build long lasting relationships. This creates a whole new perspective in the way companies are used to conduct their businesses, and also on the way we are used to communicate with others and with companies themselves. This article provides for a literature review on the evolution of social media and how it became relevant to brands as a marketing tool to generate engagement. KEYWORDS RESUMOTemos vindo a observar rápidos desenvolvimentos da marca nas mídias sociais nos últimos anos e o uso dessas plataformas é cada vez mais forte nos dias de hoje, atingindo um público mundial através de estratégias de marca de mí-dia social multiplataforma. A mídia social pode ser uma oportunidade para as empresas: aumentarem a consciência da marca, aumentarem as vendas, gerarem fidelização com a marca e, em geral, comunicarem melhor com os clientes, ajudando a construir relacionamentos duradouros. Isso cria uma perspectiva totalmente nova na forma como as empresas conduzem os seus negócios, e também na maneira como estamos habituados a comunicar com os outros e com as próprias empresas. Este artigo prevê uma revisão da literatura sobre a evolução das mídias sociais e como estas se tornaram relevantes para as marcas como ferramenta de marketing para gerar engajamento. PALAVRAS-CHAVEMídias Socias; Estratégias de Mídias Socias; Branding; Marketing de Mídias Socias.

The development of technological and communication platforms generates academic, political and social debates. In the field of Media Studies, there is a special concern with the younger generations, as studies document that they express particular behaviors due to the increased diffusion of digital consumption in their lives (Silveira & Amaral, 2018). In the field of media literacy, news literacy becomes even more relevant today due to the rise of fake news, which is one of the biggest challenges for digital journalism today, because it endangers the truth and instigates misinformation, which could have serious repercussions for society in general and for the youngest more susceptible generations, in particular. Based on these assumptions, this article comprehends and analyses the dynamics of reception of news and social media by university students studying in Portugal, specifically in the Faculty of Design, Technology and Communication – European Unievrsity of Lisbon (in the academic year 2018/2019), located in Lisbon. Through the development of a qualitative methodology, we set to find the participants particular uses of social media for news access and consumption. We intend to define these audiences preference profiles, identify practices, analyse their relationship with the media and find patterns in their use of technology to access information and fake news. The results allow us to conclude that these audiences get their news almost exclusively through online platforms. Some of them distinguish fake news due to format and content, while others share them unknowingly. They seem to rely more on newspaper and TV for reliable sources of information and think that most of fake news are found online. All seem to think that the proliferation of fake news is discrediting journalism and the media in general and both media and citizens should strive to make news literacy a reality for all.

Este artigo é uma breve discussão sobre o papel do design na gestão das marcas para mídia social. O artigo trata de alguns dos problemas de marca hoje e como a comunicação está mudando a relação entre empresas sARA gAnCHO

ResumoPara manter a competitividade, as empresas procuram diversas estratégias para se diferenciarem da concorrência e se destacarem no mercado. Nesse sentido, o design e a forma como ele é gerido são elementos de grande importância, uma vez que o design, além dos aspectos estéticos, passou a incluir a estratégia dentro do mundo dos negócios. As táticas de resolução de problemas através do design focado no desenvolvimento de inovações fornecem apenas retornos positivos para as organizações. Com o presente artigo, pode-se ver a contribuição da gestão de design e design thinking para as empresas alcançarem soluções inovadoras. AbstractIn order to maintain competitiveness, companies look for various strategies to diferentiate themselves from the competition and stand out in the market. In this why, design and the way it is managed are elements of great importance, since design, besides the aesthetic aspects, began to include strategy within the business world. Problem-solving tactics through design focused on developing innovations only provided positive returns for organizations. With the present article, one can see the contribution of design management and design thinking for the companies to reach innovative solutions.