Graduate Degree
In 2016, I directed myself toward a graduate certificate in Management of Digital Communication for Corporate Environments at the University of São Paulo (USP), ranked as the top university in Latin America and the Caribbean by QS World University Rankings 2025. I completed this graduate degree because I received a grant from the company where I worked as a social media coordinator.
I did my best to keep my graduate GPA and finished the course with a GPA of 3.6.
As I began to explore topics for my graduate thesis, I knew I wanted to explore how businesses were not taking the power of the internet seriously and how this culminated in big digital crises. By then, I was working as a social media coordinator in a communications agency, and I could see how crises happened in my daily work. This combination of a deep belief that most companies still do not look at digital communication as strategically as they should and witnessing it daily came to animate much of my research. I analyzed “Crisis Management in Social Media for Companies in the Age of Transparency: Case Study Analysis in Digital Market”. To achieve this, I researched a case of a crisis in the Brazilian digital market about a business that did not communicate well regarding a sexual harassment case that occurred in its physical space and did not manage the crisis created by the initial choices. The challenge was creating a global overview of crisis management on social media by companies, explaining why they happen, identifying their characteristics, and identifying the best strategies to adopt in a crisis. From this concept, I narrowed it down to crises due to a lack of transparency in communication.
Based on the presented theories, the result was a case analysis pointing out mistakes and successes in crisis management. It was presented at the University of São Paulo to an examining committee composed of professors and industry professionals. The research received a 10/10 grade. This experience sharpened my analytical skills and solidified my proficiency in critical thinking.