With the advent of the internet and social media, the global market has undergone significant changes. In order for companies to keep up with market developments and adapt to all these changes, there is a need for the intervention of a specific external agent in the field: the marketing consultant. Since companies began to use social media and virtual networks, there has been a growing need for planning and strategies in the area of digital marketing. This study seeks to analyze and characterize the role of marketing consultants working in social media, especially Facebook, from the perspective of marketing consultants and entertainment entrepreneurs in Caruaru, Pernambuco.