Strategic competencies in social media management: exploring the role of entrepreneurial vision, personification and intuition

Authors

DOI:

https://doi.org/10.5585/2025.26080

Keywords:

business strategy, entrepreneurial competencies, social media, small businesses

Abstract

Objective of the study: To relate the manifestation of entrepreneurial competences to the strategic use of social media by small businesses.

Methodology / Approach: Mainly qualitative and deductive approach, using in-depth interviews with entrepreneurs and analysis of public documents as sources of evidence.

Originality / Relevance: The study contributes to the understanding of the entrepreneur's role in developing creative and unconventional strategies that allow them to leverage their businesses.

Main Results: This article showed that (i) strategic vision for social media, (ii) personification and (iii) media intuition are among the main entrepreneurial competencies capable of turning social media usage more strategic for business.

Theoretical and practical contributions: This study mainly contributes to theories and practices on entrepreneurial competencies and social media management. Faced with a series of entrepreneurial competencies that can be achieved by managers, whether in digital media or outside of them, it is essential to know which of those hold the greatest strategic potential for business. They are, therefore, a factor that generates greater organizational efficiency and, consequently, competitiveness.

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Author Biographies

Lucas Guimarães Alves Santos Baesso, Universidade Federal do Rio de Janeiro, Instituto COPPEAD de Administração, Rio de Janeiro, RJ, Brazil

Currently pursuing a Ph.D. in Business Administration at the COPPEAD Graduate School of Business (UFRJ). Holds a Master’s degree in Business Administration from MADE / Universidade Estácio de Sá (2023), with teaching and research experience focused on Entrepreneurship, Organizational Strategy, and Digital Transformation, emphasizing the behavioral aspects of entrepreneurial actions. Specialist in developing Teaching Cases in the field of Business Administration, and nominee for an award at EnANPAD 2023. Served as a scholarship recipient in the SEBRAE / RJ Local Innovation Agent - Digital Transformation program, providing consultancy to approximately 70 companies since 2022. Teaches courses in Entrepreneurship, Business Strategy, and Marketing. Holds a Bachelor’s degree in International Relations from the Pontifical Catholic University of Rio de Janeiro (2009) and a Bachelor’s degree in Economics from the Federal University of Rio de Janeiro (2012). Has experience in the fields of Business Administration and Economics, with a focus on Financial Management and Marketing, having worked primarily on topics such as financial management, business plans, performance indicators, financial modeling, and entrepreneurship.

Marcello Romani-Dias, Universidade Positivo / Fundação Getúlio Vargas

With a Doctoral Internship completed at the Massachusetts Institute of Technology (MIT), holds a Ph.D. in Business Administration from Fundação Getulio Vargas (EAESP/FGV) in the Business Strategy research track. Completed a Postdoctoral Fellowship at Bentley University (USA) and holds a Bachelor's degree in Philosophy from Universidade Presbiteriana Mackenzie. Earned a Master’s degree in Administration in the Organizational Sustainability research track from Centro Universitário da FEI (FEI) and a specialization (Postgraduate) in Business Governance with a focus on Law, Economics, and Management from Fundação Instituto de Administração (FIA). Holds a Bachelor's degree in Business Administration from Escola Superior de Propaganda e Marketing (ESPM), with a specialization in Customer Relationship Management. Currently pursuing a Bachelor’s degree in History at Universidade Presbiteriana Mackenzie.

As an educator, serves as Professor in the Master’s and Doctoral Programs in Administration (PPGA) and Environmental Management (PPGAMB) at Universidade Positivo (UP). Also teaches postgraduate, MBA, and in-company courses at Fundação Getulio Vargas (FGV). His research interests focus on Business Strategy, particularly in the internationalization of higher education, where he supervises CNPq-funded undergraduate research projects, and Sustainability, with a focus on Social Business. Actively participates in leading national conferences, such as those organized by ANPAD, and international events like the Academy of Management Annual Meeting (AOM), with a strong publication record in scientific journals within the field.

Aline dos Santos Barbosa, Fundação Getulio Vargas, Instituto de Desenvolvimento Educacional, São Paulo, SP, Brazil

With a Doctoral Internship completed at Bentley University (USA), holds a Ph.D. in Business Administration from Fundação Getulio Vargas (EAESP/FGV) in the Business Strategy research track and is currently pursuing a Bachelor’s degree in History at Universidade Presbiteriana Mackenzie (2023). Holds a Master’s degree in Administration with a focus on Innovation Management from Centro Universitário da FEI and a specialization in Communication, Market, and IT from Fundação Instituto de Administração (FIA, 2013). Previously pursued specialization in Communication with the Market at Escola Superior de Propaganda e Marketing (ESPM, 2011). Holds a Bachelor’s degree in Social Communication with a concentration in Advertising and Propaganda from Universidade de Santo Amaro (UNISA, 2009) and a degree in Philosophy from Universidade Presbiteriana Mackenzie (2019).

As an educator, serves as a Professor, Advisor, Academic Mentor, and Digital Content Developer. Currently teaches at the Educational Development Institute of Fundação Getulio Vargas (IDE/FGV) and FGV InCompany.

As a researcher, her academic interests include Gender Inequality in Organizations and Society, Violence Against Women, Diversity, Equity, and Inclusion (DEI), Women in Leadership, Philosophy, and Sustainability, particularly Corporate Social Responsibility. She is the author of the books Strategic Service Management: Operations, Quality, and People and Business Strategy: The Stages of the Strategic Process and the Use of Classic Tools, published by Editora Freitas Bastos. Actively participates in major national administration conferences, such as ANPAD, and international events like the Academy of Management Annual Meeting (AOM), with a robust portfolio of publications in peer-reviewed academic journals.

As a manager, coordinates MBA and Executive Education programs at the Educational Development Institute of Fundação Getulio Vargas (IDE/FGV) and FGV InCompany. She also coordinates the Gender Inequality in Organizations theme at the Congresso de Administração Sociedade e Inovação (CASI). Previously, she coordinated postgraduate and MBA programs in Business Management at Labfin/Provar - FIA and worked as a marketing consultant.

She is a partner at Barbosa e Romani Educação e Assessoria LTDA. Her professional activities include designing in-person and online courses, providing academic mentorship, creating instructional materials such as manuals, video lessons, and podcasts, and offering consultancy in strategic planning.

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Published

04.02.2025

How to Cite

Guimarães Alves Santos Baesso, L., Romani-Dias, M., & Barbosa, A. dos S. (2025). Strategic competencies in social media management: exploring the role of entrepreneurial vision, personification and intuition. Revista Ibero-Americana De Estratégia, 24(1), e26080. https://doi.org/10.5585/2025.26080

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