{"id":3078,"date":"2023-06-06T11:41:47","date_gmt":"2023-06-06T11:41:47","guid":{"rendered":"https:\/\/wwfbrand.panda.org\/?page_id=3078"},"modified":"2024-02-19T08:02:34","modified_gmt":"2024-02-19T08:02:34","slug":"midias-sociais","status":"publish","type":"page","link":"https:\/\/wwfbrand.panda.org\/pt-br\/midias-sociais\/","title":{"rendered":"M\u00cdDIAS SOCIAIS"},"content":{"rendered":"\n
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DIRETRIZES DE M\u00cdDIAS SOCIAIS<\/h1>\n<\/div>\n<\/div>\n\n\n\n
\u00a9 Raphael Nogueira \/ Unsplash<\/div>\n<\/div>\n\n\n\n
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Como desenvolver uma comunica\u00e7\u00e3o de m\u00eddia social relevante e impactante que apoie os nossos objetivos vitais.<\/h2>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n
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\u00a9 WWF \/ Simon Rawles<\/div>\n<\/div>\n\n\n\n
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A nossa miss\u00e3o \u00e9 interromper a degrada\u00e7\u00e3o ambiental do planeta e construir um futuro no qual as pessoas possam viver em harmonia com a natureza. Para conseguir isso, devemos engajar cidad\u00e3os individualmente, povos ind\u00edgenas, comunidades locais, ONGs, m\u00eddia internacional, organiza\u00e7\u00f5es globais, governos, entre outros. Trabalhamos em diferentes meios de comunica\u00e7\u00e3o para alcan\u00e7ar o maior n\u00famero poss\u00edvel de pessoas. Um desses meios s\u00e3o as m\u00eddias sociais.<\/p>\n\n\n\n

O nosso objetivo \u00e9 engajar, informar e impulsionar a\u00e7\u00f5es dos nossos mais de 30 milh\u00f5es de seguidores nas m\u00eddias sociais.<\/p>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n

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QUEM \u00c9 O P\u00daBLICO-ALVO DO WWF NAS M\u00cdDIAS SOCIAIS?<\/h2>\n\n\n\n
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Temos dois principais p\u00fablicos-alvo: o p\u00fablico A<\/strong> e o p\u00fablico B<\/strong>.<\/div>\n\n\n\n
O p\u00fablico A<\/strong> \u00e9 formado pelos amantes ativos da natureza que j\u00e1 apoiam as causas do WWF ou outras causas ambientais como, por exemplo, ONGs voltadas \u00e0 conserva\u00e7\u00e3o ou defesa da fauna.<\/div>\n\n\n\n
O p\u00fablico B<\/strong> \u00e9 composto por pessoas com um interesse mais restrito pela natureza. Por exemplo, podem ser alpinistas ou surfistas, pessoas que interagem com a natureza e a valorizam como parte do seu lazer. Ou podem ser indiv\u00edduos que realizam compras ecologicamente respons\u00e1veis e que entendem os impactos, positivos e negativos, dos seus h\u00e1bitos de consumo. No entanto, eles n\u00e3o s\u00e3o ativistas ou apoiadores ativos das causas do WWF ou de outras organiza\u00e7\u00f5es de conserva\u00e7\u00e3o da natureza.<\/div>\n<\/div>\n\n\n\n
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Embora valorizemos muito o p\u00fablico A<\/strong>, como uma ONG dedicada a gerar impacto, muitos dos nossos esfor\u00e7os devem ser direcionados ao p\u00fablico B<\/strong>. Este grupo \u00e9 muito maior que o p\u00fablico A<\/strong> e, se pudermos mobiliz\u00e1-lo, ele poder\u00e1 aumentar significativamente nossa influ\u00eancia e, posteriormente, o nosso impacto coletivo.<\/div>\n\n\n\n
Ao criar conte\u00fado, tenha sempre em mente no que o p\u00fablico B <\/strong>pensa e o que poderia ser interessante para um p\u00fablico que ainda n\u00e3o apoia as nossas causas. Quais paix\u00f5es, interesses e \u201cmaneiras\u201d existem para pessoas que n\u00e3o se identificam como ativistas da natureza ou do clima, mas que est\u00e3o interessadas na natureza e s\u00e3o conscientes de que ela deve ser protegida.<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n
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RECOMENDA\u00c7\u00d5ES PARA ESTRAT\u00c9GIA DE CONTE\u00daDO<\/h2>\n\n\n\n
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PILARES DO CONTE\u00daDO<\/h3>\n\n\n\n
Sempre que poss\u00edvel, e dependendo das circunst\u00e2ncias e prioridades locais, recomendamos dividir o conte\u00fado de modo uniforme entre as nossas seis pr\u00e1ticas globais e tr\u00eas direcionadores:<\/a> clima e energia, alimentos, florestas, \u00e1gua doce, oceanos, fauna, finan\u00e7as, mercado e governan\u00e7a.<\/div>\n\n\n\n
Embora possa ser tentador em alguns mercados confiar no pilar da fauna para criar conte\u00fado emocional para as m\u00eddias sociais, devemos “ser fi\u00e9is ao trabalho que desempenhamos<\/a>“<\/strong> e garantir que n\u00e3o iremos omitir outras partes do que fazemos como organiza\u00e7\u00e3o. Afinal, somos uma organiza\u00e7\u00e3o de pessoas e natureza.<\/div>\n\n\n\n
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RECOMENDA\u00c7\u00c3O PARA A ESTRUTURA DO CONTE\u00daDO<\/h3>\n\n\n\n
Especialmente para campanhas e conte\u00fados maiores, recomendamos a abordagem \u201cAdmira\u00e7\u00e3o, Consci\u00eancia, A\u00e7\u00e3o\u201d<\/strong>.<\/div>\n\n\n\n
Isso envolve conduzir os usu\u00e1rios em uma viagem desde o espanto pela beleza e a preciosidade do mundo em que vivemos, passando pela consci\u00eancia sobre o que amea\u00e7a as pessoas e a natureza e, por fim, orientando sobre como eles podem agir.<\/div>\n\n\n\n
Cada elemento individual \u2013 admira\u00e7\u00e3o, conscientiza\u00e7\u00e3o e a\u00e7\u00e3o \u2013 \u00e9 importante. No entanto, quando aplicado separadamente, cada elemento s\u00f3 pode levar o usu\u00e1rio at\u00e9 certo ponto. Junte os tr\u00eas elementos e teremos um efeito triplo, pois isso levar\u00e1 os usu\u00e1rios da preocupa\u00e7\u00e3o com a natureza a fazer algo a respeito. E eles entender\u00e3o que a biodiversidade, a natureza e o bem-estar humano est\u00e3o interligados.<\/div>\n\n\n\n
\u00c9 especialmente importante que, quando destacamos problemas e desafios, tamb\u00e9m possamos mostrar solu\u00e7\u00f5es e op\u00e7\u00f5es de a\u00e7\u00f5es para as pessoas tomarem a fim de que o nosso p\u00fablico n\u00e3o se sinta impotente em rela\u00e7\u00e3o \u00e0 situa\u00e7\u00e3o do mundo natural e ao nosso pr\u00f3prio papel.<\/div>\n<\/div>\n<\/div>\n\n\n\n
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No Instagram, o WWF Internacional escolhe imagens que desencadeiam uma conex\u00e3o emocional com o usu\u00e1rio. Quando relevante, escolha imagens que apresentam pessoas e a natureza. Consulte as nossas diretrizes de fotografia e v\u00eddeo<\/strong><\/a> para obter mais informa\u00e7\u00f5es.<\/em><\/div>\n<\/div>\n<\/div>\n\n\n\n
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PRINC\u00cdPIOS-CHAVE DAS M\u00cdDIAS SOCIAIS<\/h2>\n\n\n\n
Os nossos princ\u00edpios de m\u00eddia social fornecem bases s\u00f3lidas sobre as quais voc\u00ea pode criar uma comunica\u00e7\u00e3o criativa e empolgante. Eles estabelecem que o conte\u00fado deve sempre ser fiel ao nosso trabalho, de alta qualidade e relevante, alinhado, sempre que poss\u00edvel, com as entidades relevantes e reconhec\u00edvel imediatamente como marca do WWF. Esses princ\u00edpios n\u00e3o devem ser restri\u00e7\u00f5es, e sim par\u00e2metros \u00fateis por meio dos quais voc\u00ea pode despertar sua criatividade, ultrapassar limites, aprender a que o seu p\u00fablico local responde e identificar quais tend\u00eancias podem apoiar seu trabalho a fim de criar o melhor conte\u00fado poss\u00edvel.<\/div>\n\n\n\n
Ao criar conte\u00fado consistente, alinhado \u00e0 nossa identidade global, ao que fazemos e \u00e0s nossas diretrizes visuais, incluindo tom de voz e estilo visual, podemos aumentar a conscientiza\u00e7\u00e3o e o reconhecimento, al\u00e9m de impedir que o p\u00fablico perca o interesse pela nossa miss\u00e3o e, por fim, acabe optando por n\u00e3o receber mais o conte\u00fado.<\/div>\n\n\n\n
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\u00a9 WWF-Singapore<\/div>\n<\/div>\n\n\n\n
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RELEVANTE PARA O P\u00daBLICO-ALVO<\/h2>\n\n\n\n
Todo o conte\u00fado que divulgamos deve ser de alta qualidade e relevante: o desempenho das nossas plataformas depende de algoritmos de m\u00eddia social, que t\u00eam por base o engajamento e as intera\u00e7\u00f5es recentes. Portanto, ao garantir que o nosso conte\u00fado gere um feedback valioso do nosso p\u00fablico-alvo, o nosso conte\u00fado ser\u00e1 levado a mais feeds como alta prioridade e teremos maior acesso a novos p\u00fablicos<\/div>\n<\/div>\n\n\n\n
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ALINHADO DENTRO DE UMA ENTIDADE RELEVANTE<\/h2>\n\n\n\n
Embora seja poss\u00edvel que o conte\u00fado tenha de ser alterado para atender \u00e0s necessidades de diferentes plataformas e p\u00fablicos, certifique-se de que o seu p\u00fablico das diferentes plataformas sinta que faz parte da mesma “fam\u00edlia” em uma entidade espec\u00edfica (por exemplo, pa\u00eds, pr\u00e1tica ou iniciativa).<\/div>\n<\/div>\n\n\n\n
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RECONHEC\u00cdVEL IMEDIATAMENTE COMO MARCA DO WWF<\/h2>\n\n\n\n
Al\u00e9m de ser reconhec\u00edvel como parte de uma entidade espec\u00edfica, as nossas plataformas tamb\u00e9m devem ser parte da rede global do WWF. Afinal, todo conte\u00fado contribui para os objetivos globais do WWF. Em um mundo online e sem fronteiras, o p\u00fablico-alvo vem se tornando cada vez mais globalizado e aprende rapidamente o que esperar de uma organiza\u00e7\u00e3o em termos de conte\u00fado, independentemente de onde foi gerado. Eles seguem os nossos perfis nas m\u00eddias sociais baseados nessa expectativa.<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n\n\n\n
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DIRETRIZES DO WWF PARA M\u00cdDIAS SOCIAIS<\/h2>\n\n\n\n
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No Facebook, o WWF do Reino Unido faz uma pergunta para engajar o p\u00fablico-alvo, elabora um texto curto e usa emojis e v\u00eddeos de alta qualidade com legendas. A receita completa para o sucesso.<\/em><\/div>\n\n\n\n
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A consist\u00eancia gera confian\u00e7a. E isso \u00e9 ainda mais verdadeiro para as m\u00eddias sociais: um ambiente acelerado, em que o conte\u00fado muda todos os dias.<\/div>\n\n\n\n
\u00c9 por isso que pedimos que as plataformas de m\u00eddia social sigam as diretrizes da nossa marca ao publicar conte\u00fado compartilhado globalmente pelas equipes do WWF em muitos pa\u00edses. Isso inclui publica\u00e7\u00f5es internacionais emblem\u00e1ticas (por exemplo, balan\u00e7o anual internacional do WWF, Relat\u00f3rio Planeta Vivo) e principais atualiza\u00e7\u00f5es sobre quest\u00f5es globais importantes.<\/div>\n\n\n\n
Recomendamos que o conte\u00fado local tamb\u00e9m siga as diretrizes da nossa marca, embora reconhe\u00e7amos que pode ser necess\u00e1ria mais flexibilidade.<\/div>\n\n\n\n
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O WWF da Indon\u00e9sia usa formatos de pesquisa interativa no Twitter, junto com hashtags de tend\u00eancias para se vincular \u00e0s conversas atuais.<\/strong><\/em><\/div>\n<\/div>\n<\/div>\n\n\n\n
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PARA MAIS INFORMA\u00c7\u00d5ES<\/h2>\n\n\n\n
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DOCUMENTOS DE REFER\u00caNCIA<\/h3>\n\n\n\n
Consulte as diretrizes de gerenciamento de m\u00eddia social do WWF para obter mais informa\u00e7\u00f5es sobre a cria\u00e7\u00e3o de conte\u00fado e recomenda\u00e7\u00f5es dos elementos do perfil, al\u00e9m de dicas para criar uma comunidade nas m\u00eddias sociais e aumentar a conscientiza\u00e7\u00e3o.<\/div>\n\n\n\n
Consulte as pol\u00edticas de m\u00eddia social do WWF para gerenciamento da comunidade, incluindo pr\u00e1ticas recomendadas para responder aos seus seguidores, bem como processos recomendados para gerenciamento de crises.<\/div>\n<\/div>\n\n\n\n
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DIRETRIZES<\/h3>\n\n\n\n
Para obter informa\u00e7\u00f5es sobre o uso de fotos e v\u00eddeos, acesse a nossa p\u00e1gina de diretrizes de fotografia e v\u00eddeo<\/strong><\/a>.<\/div>\n\n\n\n
Para conte\u00fado escrito, consulte as nossas diretrizes de tom de voz<\/a>, onde voc\u00ea tamb\u00e9m pode acessar recomenda\u00e7\u00f5es detalhadas sobre quest\u00f5es que v\u00e3o desde como expressar nomes e t\u00edtulos do WWF at\u00e9 as nossas orienta\u00e7\u00f5es referentes \u00e0 gram\u00e1tica e pontua\u00e7\u00e3o.<\/div>\n\n\n\n
Voc\u00ea tamb\u00e9m pode acessar as nossas p\u00e1ginas de tipografia<\/a>, paleta de cores<\/a> e de logotipo<\/a> para obter mais informa\u00e7\u00f5es sobre a nossa identidade visual.<\/div>\n<\/div>\n<\/div>\n\n\n\n
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\"\"<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":13,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_acf_changed":false,"_gspb_post_css":".gspb_container-id-gsbp-01963959-c67e,.gspb_container-id-gsbp-1e345bb6-c27e,.gspb_container-id-gsbp-2c6102b0-28b1,.gspb_container-id-gsbp-405b4d4c-b826,.gspb_container-id-gsbp-4e3b3eef-d0c6,.gspb_container-id-gsbp-535659e0-2e94,.gspb_container-id-gsbp-8683dbbc-11c5,.gspb_container-id-gsbp-8ca5543d-e819,.gspb_container-id-gsbp-b1fc8472-3bd8,.gspb_container-id-gsbp-e522610e-bf03,.gspb_container-id-gsbp-e653cdc1-7061{flex-direction:column;box-sizing:border-box}#gspb_container-id-gsbp-012bac67-ed92.gspb_container>p:last-of-type,#gspb_container-id-gsbp-01963959-c67e.gspb_container>p:last-of-type,#gspb_container-id-gsbp-106d2043-84ed.gspb_container>p:last-of-type,#gspb_container-id-gsbp-11dcb48d-a5a9.gspb_container>p:last-of-type,#gspb_container-id-gsbp-16394ee2-2680.gspb_container>p:last-of-type,#gspb_container-id-gsbp-1e345bb6-c27e.gspb_container>p:last-of-type,#gspb_container-id-gsbp-2c6102b0-28b1.gspb_container>p:last-of-type,#gspb_container-id-gsbp-3427766f-ee0a.gspb_container>p:last-of-type,#gspb_container-id-gsbp-405b4d4c-b826.gspb_container>p:last-of-type,#gspb_container-id-gsbp-420a1fda-eb56.gspb_container>p:last-of-type,#gspb_container-id-gsbp-4d797583-4779.gspb_container>p:last-of-type,#gspb_container-id-gsbp-4e3b3eef-d0c6.gspb_container>p:last-of-type,#gspb_container-id-gsbp-535659e0-2e94.gspb_container>p:last-of-type,#gspb_container-id-gsbp-54b02f57-1c33.gspb_container>p:last-of-type,#gspb_container-id-gsbp-556fbf94-4485.gspb_container>p:last-of-type,#gspb_container-id-gsbp-57907e29-8f0d.gspb_container>p:last-of-type,#gspb_container-id-gsbp-62cdf367-7735.gspb_container>p:last-of-type,#gspb_container-id-gsbp-6c4cce1a-0c14.gspb_container>p:last-of-type,#gspb_container-id-gsbp-78f43af9-9aaf.gspb_container>p:last-of-type,#gspb_container-id-gsbp-7b948685-3bd3.gspb_container>p:last-of-type,#gspb_container-id-gsbp-82560443-302f.gspb_container>p:last-of-type,#gspb_container-id-gsbp-85b662cf-3f6f.gspb_container>p:last-of-type,#gspb_container-id-gsbp-8683dbbc-11c5.gspb_container>p:last-of-type,#gspb_container-id-gsbp-86bda444-eb01.gspb_container>p:last-of-type,#gspb_container-id-gsbp-8ca5543d-e819.gspb_container>p:last-of-type,#gspb_container-id-gsbp-8fa9bbab-008c.gspb_container>p:last-of-type,#gspb_container-id-gsbp-9225d7fc-395e.gspb_container>p:last-of-type,#gspb_container-id-gsbp-93ccdebc-a166.gspb_container>p:last-of-type,#gspb_container-id-gsbp-9901edb6-7770.gspb_container>p:last-of-type,#gspb_container-id-gsbp-9f59f4db-60b8.gspb_container>p:last-of-type,#gspb_container-id-gsbp-a0d6f63e-0c19.gspb_container>p:last-of-type,#gspb_container-id-gsbp-b1fc8472-3bd8.gspb_container>p:last-of-type,#gspb_container-id-gsbp-bb66b267-a1c4.gspb_container>p:last-of-type,#gspb_container-id-gsbp-c370d641-546c.gspb_container>p:last-of-type,#gspb_container-id-gsbp-c4fd98b5-9bf8.gspb_container>p:last-of-type,#gspb_container-id-gsbp-da131de9-a3ae.gspb_container>p:last-of-type,#gspb_container-id-gsbp-da857f78-0d3e.gspb_container>p:last-of-type,#gspb_container-id-gsbp-e522610e-bf03.gspb_container>p:last-of-type,#gspb_container-id-gsbp-e653cdc1-7061.gspb_container>p:last-of-type,#gspb_container-id-gsbp-e8efacc1-9dcf.gspb_container>p:last-of-type{margin-bottom:0}#gspb_container-id-gsbp-01963959-c67e.gspb_container,#gspb_container-id-gsbp-e522610e-bf03.gspb_container{position:relative}#gspb_container-id-gsbp-01963959-c67e.gspb_container{display:flex;flex-direction:column;justify-content:flex-end;background-size:cover;background-repeat:no-repeat;background-position:50% 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