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Social Media
(Published with permission from JuanChacin.com)
These statements can be read on any website that deals with online marketing, but it is still difficult for many companies to understand the true impact of Web 2.0 and social networks. I think it’s important for companies to familiarize themselves with these tools as soon as possible, since those that use them intelligently and with a well-defined strategy will be able to position themselves better in their sector.
Just using these necessary tools does not guarantee success, however. It’s important to understand how to use them and which techniques are the most efficient. According to the study done on Social Networks Online by Elogia Ipsofacto for the Interactive Advertising Bureau, which represents interactive advertising in Spain:
- 61% of social network users log in on a daily basis.
- 84% use them more than once a week.
- Facebook is the social network that users dedicate the most hours to.
- The main use of social networks is for personal reasons.
- 31% stated that their secondary use of social networks was to look up things to do in their free time or using applications or games.
- Social networks are used primarily as a means of connecting with friends.
- Sending messages is the most frequent activity on social networks.
- People connect to social networks mostly through desktop computers and laptops.
Social networks should be a part of any company’s brand strategy for 5 main reasons:
1.- A brand is successful when it closes the gap in the consumer’s mind between where they are now and where they want to be. Social networks can accomplish this by responding to consults and fears, guiding consumers to the vision they wish for themselves, for example, losing weight, being healthy, successful, etc.
2.- Brands need defenders who spread the word, there is nothing better than social networks to show recommendations, suggestions, experiences, comments, etc.
3.- Brands need to communicate at all levels with consumers, and with all of their clients’ emotions, whether positive or negative.
4.- Brands need to listen, not only for the sake of it, but to be able to evolve as a brand and continue improving.
5.- Brands need to be consistent and constant in the lives of its clients. RSS feeds provide the option of participating in the lives of consumers, while at the same time not forcing their presence of the brand on their lives.
With the advent of Web 2.0, it’s necessary for companies to begin developing social media strategies to be successful. They can’t afford the luxury of leaving aside the millions of users that connect to social networks every day, and in many cases as their main source of information.
If you would like consulting on social media use, please reach me at juanmanuelchacin@gmail.com
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