The risks that companies run if they improvise on social networks
The largest market in the history of the world is in social networks. According to a study carried out by the US organization We Are Social in 2017, more than 2.7 billion users are active on these new platforms, a universe of users that can be accessed without limits for communication, especially the values of brand.
The advantages of having these spaces are obvious, but the dangers are also enormous, especially if business managers improvise in the management of communication through these platforms.
Without a doubt, the first and essential thing that digital marketing experts recommend is to be and be an active part of the conversations about our companies, but that implies the definition of a strategy that starts from a brand positioning.
Specifically, the company must be clear about what it wants to communicate before starting to talk with its users. Communication can be simply informative or commercial, but the messages must be clear, consistent and consistent.
A fundamental element is that social networks criminalize deception, so that one of the most serious mistakes you can make is to present attributes that you don’t have. Of course, this principle applies to online and offline environments alike; The problem is that social networks viralize errors more than virtues.
There is a study published by the specialized site Reason Why, in December last year, it is indicated that for every positive comment on Twitter that a brand receives, it may have to fit three negatives. The point is clear.
The other important point for a brand or company to have a successful presence in social networks is that there is no theory and less a recipe that paves the way, so it is necessary, if possible, to seek specialized advice.
A core element to understand is that social networks have not proven to be an efficient space to sell, because, at the outset, their users reject advertising, but they do build reputation and brand awareness, elements that are essential for successful marketing, of so that the RRSS do not replace marketing, but complement and amplify it.
While it is true that social networks should be managed based on a strategy that involves having clear brand positioning, target audiences, type of language, messages to communicate and networks in which the company will be active , according to their needs and profile, it is important that all employees are clear on the general aspects of the strategy and brand positioning.
Why? One of the few truths that have been established in the management of social networks is that 70% of the reputational problems faced by companies on these platforms are generated indoors; that is, by the workers of the organization itself.
In the Private Report of Aristimuño Herrera & Asociados this week the phenomenon of social networks is analyzed as marketing tools and reuptake construction for companies, with emphasis on the risks involved in an improvised and unprofessional action on these platforms.
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