Resumo:
The forms of undertaking have been expanded and modified in the last decade. This was
mainly due to the management spaces of organizations being occupied more frequently by
women and the change in the places where the enterprises are located, due to the need for
women to enter the labor market in an adaptable way. One of the sectors that encompasses
many of the enterprises coordinated by women is social entrepreneurship. In this context, this
research aims to understand how social entrepreneurs from Salvador-Bahia use social media
tools in their organizations. The city of Salvador was chosen as the setting for this study due
to its relevance as a center for female social entrepreneurship. For this, a qualitative
approach study was carried out, using interviews and content analysis in order to identify the
challenges and possibilities encountered by entrepreneurs when applying content marketing
strategies and online ads to promote their ventures. The results of this study indicated that
social entrepreneurs use these tools to boost and to disclose their activities, although they
routinely face limited financial resources to invest in online advertisements and other
advanced strategies. Through the analysis of the collected data, insights and
recommendations were obtained to improve the use of social media by social entrepreneurs,
aiming at expanding the reach and impact of their ventures.
