{"id":17254,"date":"2019-01-03T09:13:33","date_gmt":"2019-01-03T16:13:33","guid":{"rendered":"https:\/\/memberpress.com\/?p=17254"},"modified":"2021-01-18T14:14:37","modified_gmt":"2021-01-18T21:14:37","slug":"using-social-media-bots-the-good-and-bad","status":"publish","type":"post","link":"https:\/\/memberpress.com\/pt\/blog\/using-social-media-bots-the-good-and-bad\/","title":{"rendered":"Bots de m\u00eddia social: Eles s\u00e3o todos ruins?"},"content":{"rendered":"<p class=\"wp-block-paragraph\">Voc\u00ea provavelmente j\u00e1 sabe que a m\u00eddia social \u00e9 imprescind\u00edvel para o crescimento do seu neg\u00f3cio de site de associa\u00e7\u00e3o. E provavelmente sabe em primeira m\u00e3o como pode ser demorada a execu\u00e7\u00e3o de uma campanha de m\u00eddia social.<\/p><div id=\"ez-toc-container\" class=\"ez-toc-v2_0_86 ez-toc-wrap-center counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<label for=\"ez-toc-cssicon-toggle-item-6ab0ab979aec6\" class=\"ez-toc-cssicon-toggle-label\"><p class=\"ez-toc-title\" style=\"cursor:inherit\">O QUE H\u00c1 DENTRO<\/p>\n<span class=\"ez-toc-cssicon\"><span class=\"eztoc-hide\" style=\"display:none;\">Alternar<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #000000;color:#000000\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewbox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #000000;color:#000000\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewbox=\"0 0 24 24\" version=\"1.2\" baseprofile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-6ab0ab979aec6\"  \/><nav><ul class='ez-toc-list ez-toc-list-level-1' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/memberpress.com\/pt\/blog\/using-social-media-bots-the-good-and-bad\/#Social_Media_Automation\" >Automa\u00e7\u00e3o de m\u00eddia social<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/memberpress.com\/pt\/blog\/using-social-media-bots-the-good-and-bad\/#Some_Bots_Are_Bad\" >(Alguns) bots s\u00e3o ruins<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/memberpress.com\/pt\/blog\/using-social-media-bots-the-good-and-bad\/#Warning_Signs\" >Sinais de alerta&nbsp;<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/memberpress.com\/pt\/blog\/using-social-media-bots-the-good-and-bad\/#Create_Legitimate_and_Safe_Bots\" >Crie bots leg\u00edtimos e seguros<\/a><\/li><\/ul><\/nav><\/div>\n\n\n\n\n<p class=\"wp-block-paragraph\">Esperamos que voc\u00ea tenha pego <a href=\"https:\/\/memberpress.com\/pt\/find-your-ideal-social-media-followers-the-tools-list\/\" target=\"_blank\" rel=\"noopener noreferrer\">nossas publica\u00e7\u00f5es sobre ferramentas que podem ajud\u00e1-lo a facilitar seu marketing de m\u00eddia social<\/a>. Mas, assim como em qualquer aspecto da gest\u00e3o de uma empresa \u2014 e assim como em tudo que envolve as redes sociais \u2014, h\u00e1 algumas recomenda\u00e7\u00f5es e restri\u00e7\u00f5es a serem observadas no que diz respeito ao uso de bots nas redes sociais e outras ferramentas de automa\u00e7\u00e3o.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Social_Media_Automation\"><\/span><b>Automa\u00e7\u00e3o de m\u00eddia social<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Caso voc\u00ea esteja atrasado para a festa, aqui vai uma r\u00e1pida recapitula\u00e7\u00e3o: automa\u00e7\u00e3o de m\u00eddia social \u00e9 quando voc\u00ea usa software - ou ferramentas - para programar e publicar conte\u00fado em suas plataformas.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Esse software simplifica o agendamento, a curadoria e a publica\u00e7\u00e3o nas m\u00eddias sociais. Ele tamb\u00e9m fornece relat\u00f3rios \u00fateis de an\u00e1lise e m\u00e9tricas para que voc\u00ea possa ver o desempenho de suas postagens e a repercuss\u00e3o junto ao p\u00fablico.<span class=\"Apple-converted-space\">\u00a0<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u00c9 claro que h\u00e1 coisas que voc\u00ea n\u00e3o pode fazer com as ferramentas de automa\u00e7\u00e3o. E h\u00e1 coisas que voc\u00ea <i>n\u00e3o deveria<\/i> com a automa\u00e7\u00e3o.<span class=\"Apple-converted-space\">&nbsp;<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">As ferramentas de automa\u00e7\u00e3o de m\u00eddia social n\u00e3o podem:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Envolver-se em conversas significativas com os seguidores<\/li><li>Publique o conte\u00fado mais novo, mais recente e mais interessante (ou seja, ele pode carregar novas sugest\u00f5es para voc\u00ea, mas voc\u00ea ainda precisa escolher o que compartilhar e quando)<\/li><li>Criar conte\u00fado para voc\u00ea<\/li><\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Essas e outras atividades essenciais para uma m\u00eddia social produtiva devem ser realizadas por pessoas que entendam o prop\u00f3sito, as metas e as necessidades do seu site de associa\u00e7\u00e3o. Afinal de contas, um dos principais objetivos da m\u00eddia social \u00e9 conectar-se com as pessoas em um n\u00edvel mais pessoal.<span class=\"Apple-converted-space\">&nbsp;<\/span><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Some_Bots_Are_Bad\"><\/span><b>(Alguns) bots s\u00e3o ruins<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Um componente da automa\u00e7\u00e3o da m\u00eddia social s\u00e3o os bots. Os bots s\u00e3o partes de software - algoritmos - que usam intelig\u00eancia artificial para realizar uma variedade de tarefas. Essas tarefas podem ser a coleta de informa\u00e7\u00f5es e a intera\u00e7\u00e3o com membros, clientes e seguidores.<span class=\"Apple-converted-space\">\u00a0<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Os bots usados em plataformas de m\u00eddia social e ferramentas de automa\u00e7\u00e3o s\u00e3o como assistentes virtuais em miniatura - pense em chatbots - que podem ajud\u00e1-lo a executar suas campanhas sociais.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Os chatbots podem ajud\u00e1-lo a fornecer um atendimento ao cliente simples e r\u00e1pido, orientar os membros durante o processo de vendas e at\u00e9 mesmo oferecer produtos direcionados com base em seu avatar.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">No entanto, os bots podem prejudicar a sua presen\u00e7a nas m\u00eddias sociais e at\u00e9 mesmo a sua empresa (sem mencionar a possibilidade de instalar malware no seu computador!). Na presen\u00e7a on-line em geral, um bot ruim pode causar grandes danos ao coletar senhas, registrar pressionamentos de teclas e at\u00e9 mesmo coletar informa\u00e7\u00f5es financeiras.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Tamb\u00e9m foi demonstrado que os bots podem <a href=\"https:\/\/www.washingtonpost.com\/politics\/2019\/11\/20\/are-bots-manipulating-conversation-heres-whats-changed-since\/\" target=\"_blank\" rel=\"noopener noreferrer\">influenciar t\u00f3picos de tend\u00eancia<\/a> em plataformas de m\u00eddia social, persuadindo efetivamente as opini\u00f5es de usu\u00e1rios humanos reais.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Os bots podem curtir, seguir e comentar nas plataformas de m\u00eddia social de outros usu\u00e1rios, o que pode parecer um recurso \u00fatil. Mas, como n\u00e3o s\u00e3o humanos, os bots n\u00e3o entendem o contexto humano.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Eles podem curtir, seguir ou retuitar uma hashtag que foram programados para seguir e que pode n\u00e3o refletir necessariamente os ideais de sua marca ou seus valores pessoais. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Eles tamb\u00e9m podem seguir contas que n\u00e3o correspondem necessariamente ao seu p\u00fablico-alvo ou ao seu perfil de cliente ideal. Isso pode causar um distanciamento em rela\u00e7\u00e3o aos seus seguidores, alguns dos quais voc\u00ea se esfor\u00e7ou muito para conquistar.<span class=\"Apple-converted-space\">\u00a0<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Al\u00e9m disso, \u00e9 preciso ter cuidado especial com os bots que criam contas falsas ou roubam as identidades on-line das pessoas para promover spam ou fazem parte dos pacotes \"compre uma quantidade X de seguidores\" oferecidos por empresas obscuras.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Os seguidores dessas contas s\u00e3o bots e servem apenas para aumentar a contagem de seguidores. \u00c9 uma situa\u00e7\u00e3o de quantidade acima da qualidade em que voc\u00ea gasta dinheiro para obter seguidores, mas nenhum desses milhares de seguidores chega a comprar seu produto.<span class=\"Apple-converted-space\">\u00a0<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Em 2017, <a href=\"https:\/\/www.nytimes.com\/2017\/06\/06\/business\/media\/instagram-bots.html\" target=\"_blank\" rel=\"noopener noreferrer\">O Instagram come\u00e7ou a reprimir<\/a> sobre empresas que ofereciam (por um pre\u00e7o, \u00e9 claro) seguidores, curtidas e coment\u00e1rios falsos em sua plataforma. Os <i>New York Times <\/i>publicou um<a href=\"https:\/\/www.nytimes.com\/interactive\/2018\/01\/27\/technology\/social-media-bots.html?module=inline\" target=\"_blank\" rel=\"noopener noreferrer\"> artigo detalhado<\/a> em 2018 sobre o \"mercado negro\" de bots de m\u00eddia social e seguidores falsos.<span class=\"Apple-converted-space\">&nbsp;<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">N\u00e3o estamos dizendo que voc\u00ea deve ter medo de usar bots - chatbots, especificamente -, mas cuidado com os bots que se envolvem em comportamentos desagrad\u00e1veis. \u00c9 importante que voc\u00ea pesquise minuciosamente os bots que escolher usar (e com os quais interagir) e lembre-se de que os melhores s\u00e3o aqueles que <i>auxiliar<\/i> voc\u00ea, n\u00e3o fingir <i>ser<\/i> voc\u00ea.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Tenha sempre em mente que a qualidade dos seguidores, e n\u00e3o a quantidade de seguidores, \u00e9 o que realmente importa.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Warning_Signs\"><\/span><b>Sinais de alerta<span class=\"Apple-converted-space\">&nbsp;<\/span><\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Abaixo est\u00e1 uma lista de coisas a serem observadas quando se trata de bots ruins ou daqueles que usam bots de maneira n\u00e3o profissional e\/ou anti\u00e9tica:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Contas falsas: aquelas que lhe oferecem seguidores por um pre\u00e7o, ou aquelas que seguem voc\u00ea (n\u00e3o se envolva!)<\/li><li>Falsos seguidores ou popularidade: aqueles que se oferecem para aumentar sua contagem de seguidores, retuitar em seu nome ou dar curtidas ou coment\u00e1rios em suas publica\u00e7\u00f5es por um pre\u00e7o<\/li><li>Atacantes da concorr\u00eancia: bots que intimidam seus concorrentes fazendo cr\u00edticas negativas ou se envolvendo em outras pr\u00e1ticas comerciais anti\u00e9ticas e ileg\u00edtimas<\/li><li>Propagandistas: o aviso acima de que os bots podem retuitar algo em seu nome, se programados para seguir uma hashtag, pode sair pela culatra se eles retuitarem algo que possa contribuir para a dissemina\u00e7\u00e3o de not\u00edcias falsas<\/li><li>O uso de muitos bots: n\u00e3o se esque\u00e7a de que a m\u00eddia social \u00e9 uma forma de se conectar com membros e seguidores em um n\u00edvel pessoal e que o uso de muitos bots cria uma desconex\u00e3o<\/li><\/ul>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Create_Legitimate_and_Safe_Bots\"><\/span><b>Crie bots leg\u00edtimos e seguros<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Se voc\u00ea estiver procurando um lugar seguro para criar seu pr\u00f3prio bot, tente usar o <a href=\"https:\/\/developers.facebook.com\/docs\/messenger-platform\/getting-started\/quick-start\/\" target=\"_blank\" rel=\"noopener noreferrer\">Facebook Messenger<\/a> para construir o seu primeiro. E n\u00e3o deixe de conferir <a href=\"https:\/\/chatfuel.com\" target=\"_blank\" rel=\"noopener noreferrer\">Chatfuel<\/a>A plataforma de chatbot \u00e9 l\u00edder mundial e \u00e9 usada por empresas conhecidas como Adidas, HTC e JustEat.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"http:\/\/conversable.com\" target=\"_blank\" rel=\"noopener noreferrer\">Convers\u00e1vel<\/a> \u00e9 uma plataforma para mensagens automatizadas e assistentes de voz. O pr\u00f3prio Facebook \u00e9 um cliente, assim como a gigante do setor de alimentos Pizza Hut e v\u00e1rias cadeias de supermercados e lojas de conveni\u00eancia, como Whole Foods e 7-Eleven.<span class=\"Apple-converted-space\">&nbsp;<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><i>Embora tenhamos mostrado o lado ruim quando se trata de bots automatizados de m\u00eddia social, tamb\u00e9m mostramos como eles podem ser usados para o bem. Portanto, queremos saber: Voc\u00ea usa bots? Eles ajudaram seu site de associa\u00e7\u00e3o? Como? Gostar\u00edamos muito que voc\u00ea compartilhasse suas experi\u00eancias com nossos leitores. Fa\u00e7a um coment\u00e1rio abaixo!<\/i><\/p>","protected":false},"excerpt":{"rendered":"<p>You probably know by now that social media is a must as you grow your membership-site business. And you probably know firsthand how time-consuming running a social media campaign can be. Hopefully you\u2019ve caught our posts about tools that can help you facilitate your social media marketing. But as with anything in running a business\u2014and [&hellip;]<\/p>\n","protected":false},"author":3121,"featured_media":17310,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"om_disable_all_campaigns":false,"_strive_editorial_status":"not-started","_strive_copy_of":0,"inline_featured_image":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","_FSMCFIC_featured_image_caption":"","_FSMCFIC_featured_image_nocaption":"","_FSMCFIC_featured_image_hide":"","_strive_checklists":"\"\"","_strive_active_checklist":"62291e2bb2422","_strive_post_notes":"","footnotes":""},"categories":[1],"tags":[],"class_list":["post-17254","post","type-post","status-publish","format-standard","has-post-thumbnail","category-uncategorized","entry"],"acf":{"plans":["scale"],"is_featured":false,"download_source":"none","mothership_slug":"","download_url":""},"aioseo_notices":[],"aioseo_head":"\n\t\t<!-- All in One SEO Pro 5.0.1 - aioseo.com -->\n\t<meta name=\"description\" content=\"As with everything when it comes to social media, there are a few do&#039;s and don\u2019ts when it comes to using social media bots. 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