Tito Ribeiro shares his Social Media Methodology

Tiago Ribeiro ‘Tito’, a Brazilian expert in digital content and digital marketing, is a global reference in social media. In 2015, he began his international career, monitoring digital transformation processes across various companies and industries.

He has worked as the Innovation Director at Biederman McCann and as the Digital Director at VML (Y&R PERU) WPP Group. He also served as a lecturer at the Miami Ad School. In Europe, Tito developed projects for the Hispanic and global markets in cities such as Istanbul, Lisbon, Madrid, Amsterdam, and London.

Before returning to Latin America, he worked in Montevideo, Mexico City, and Asunción, developing projects for brands like Toyota Motor, Pernod Ricard, L’Oréal, McDonald’s, Coca-Cola, AB InBev, and Diesel. Recently, he returned to Brazil, working with agencies like GUT São Paulo and AlmapBBDO.

With his vast experience in the digital market, Tito observes that having a strong content team with multidisciplinary management is essential for building significant case studies like the recently awarded DoorDash All The Ads campaign by W+K.

Today, a campaign needs to be genuinely amplified across different media with varying languages, and for this to happen, the team must be well-directed and have a highly integrated methodology linked to social listening.

“My methodology has always been to develop people. Here in Brazil, we have a saying: ‘When I started, everything was just grass!’ Back in the mid-2000s, social networks were just emerging. My generation was very clever, and we developed a highly collaborative culture where everyone helped each other. After many years working in the field, I developed a methodology focused on producing insights from research and action plans that serve as briefings for Creative and Media teams, aiming to maximise business opportunities.” comments Tito Ribeiro.

I like to have the monthly report as the starting point for the entire content ecosystem. This report will be the foundation for generating ideas, which should be conceived in a model that ensures amplification and earned media. Making this process happen requires a lot of effort.

In this context, the importance of an aligned team and qualified leaders in content and social media departments goes beyond strategy, project management, and final delivery. There is a significant need for the development of young talents. In many agencies, the social media department is the entry point for many young professionals in their first jobs, who often lack proper management and development.

Finally, Tito concludes that few companies invest in qualified professionals, and this reality needs to be reconsidered.