Recently, the governor of São Paulo’s digital media team underwent changes
The governor of São Paulo,began a change of profile on social media that should intensify from now on. With an eye on next year’s election – whether for a candidacy for the Palácio do Planalto, or to try to be re-elected for the Palácio dos Bandeirantes -, the objective, according to assistants interviewed by the column, is to increase the number of positions on topics that are permeating society, show more of the work done in São Paulo and generate rapprochement with people. To this end, a large part of the team that managed the governor’s digital media was recently changed. The changes began effectively just over a month ago.
Despite having been producing content such as humorous videos for over a year – one of the most “viral” is the one in which Tarcísio jokes with the tatuzão, responsible for digging subway tunnels, for example – now, other changes have been made.
The main one, according to people close to us, will be the increase in the number of placements. The idea is to have “clear positions and no compromises”. The change has already begun: recently, for example, Tarcísio recorded a video criticizing the Minister of Finance, . In another post, he cited fiscal policies of the . Sources revealed that the expectation is to respond to all topics “that knock on the office’s door”. In this area, current issues involving the national and international scene or provocations coming from political opponents, for example, come into play – but, in the latter case, the intention is that Tarcísio does not “provoke”, only responds “to what was provoked”, avoiding entering into controversies “without having been called” or considered unnecessary.
The other focus is on selling the manager’s image. The number of stories increased. Previously, photos and videos that only last 24 hours were rare, and were generally only the result of official posts being shared in the feed. Now, the governor of São Paulo has even republished stories in which he is mentioned by third parties. He also began to make less “institutional and staged” appearances, such as a video in which he films himself being dispatched, at 11pm, from Palácio dos Bandeirantes.
The new social media team also created so-called “highlights” on Tarcísio’s Instagram profile. In one tab, for example, it is possible to find out “who Tarcísio de Freitas is”, others show specific events and deliveries, such as housing, which have a strong appeal with the public. Among the topics that have proven most relevant are also police agendas – the head of the São Paulo Executive recently published excerpts of messages from members of the . Even the governor’s clothes are also more casual. Known for varying between a suit and tie or a shirt with the São Paulo government logo, Tarcísio has adopted jeans and a t-shirt at some events.
*This text does not necessarily reflect the opinion of Jovem Pan.
