The first thing we will do is remember what social networks are. As you know, these are applications that facilitate contact between people. For example, between individuals and between companies and customers or consumers. And one of the most important elements is that the network of contacts grows in the virtual space, in some cases, exponentially.
We can list many advantages offered by social networks
in various fields: education, business, entertainment, etc. For example, some
advantages are as follows:
They are free and very easy to use.
They are usually linked to each other.
They offer numerical indicators that show how you are doing.
The common ones are the “likes”, the followers, the times shared, etc.
On the other hand, social networking applications often have
specific purposes. For example, there are for professional use, for thematic
areas, or just to socialize in general terms.
The generic RRSS is the best known and used in the world.
They are made up of people who interrelate for reasons such as friendship,
family, activities, and common interests. The basic ones are Facebook, Twitter,
and Instagram. In the professional field, the most used are LinkedIn and Xing.
Some important facts
In 2018, the percentage of users who followed brands through
social networks in Spain was 24%. Followers who also participated in contests
and made purchases through digital media.
This is an indicator that social networks have become a key
tool for companies. And studies of the same type suggest that this is similar,
with the exception of the case, in Latin American countries.
According to a study carried out by Aglow in 2018 (a company
specializing in technology and advertising services), Facebook, Twitter, and
LinkedIn have become key tools for SMEs that use social networks as business tools.
And that the digital marketing strategy of any company involves
designing a social network plan; an area in which businesses move with greater
security and maturity.
In the specific sector of MSMEs, 95% use social networks to
some extent. The most frequent use they give them is associated with attention
and the creation of a lasting relationship with customers.
On the other hand, 25% of users feel confident that
companies have a network profile. Of course, this is accompanied by other
aspects such as shared comments, which influence positively or not depending on
whether they are the same.
Preferred networks:
Based on the studies consulted, there are preferences in
MSMEs when it comes to achieving greater visibility and growing the business.
Generally speaking, they choose Facebook for their advertising campaigns.
Although an option that is also widely used is to create and share content on
microblogging networks and blogs.
In the sector of micro, small and medium-sized companies,
digital marketing is consolidated as a "showcase" to disseminate
products and services. It is an ideal medium to reach a larger audience.
According to the findings of a study by Vodafone, on the
state of digitization of Spanish companies in 2021, almost half of SMEs already
use digital marketing services with the intention of growing.
In fact, 48% use digital marketing strategies to advertise
their products and services. And of these, 35% bet on Facebook as a tool to
publish ads; while 24% choose to create content on blogs and other social
networks.
Relationship between sectors and
social networks:
According to studies by IAB Spain, 80% of mobile technology
users follow brands through their networks (that is: 8 out of 10 people). But
perhaps the most interesting thing is to see how they are distributed with
respect to the various business activities.
For example, sectors such as entertainment, culture and
media are followed by 44% of users. While in travel and tourism, 38%; and in
sports, 35%.
It is relevant that in the case of brands, 7 out of 10 people
do not care if they have a profile on social networks or not. This is because
the presence in social networks does not alter the trust or loyalty of those
consulted.
Other data that can help us appreciate the relationship
between social networks and users are the following:
34% of users agree that companies contact them through
social networks, while 28% are reluctant.
49% prefer communication up to once a week, while 41% prefer
less.
Also, the main positives to having a private conversation
with brands are customer service and technical support.
Advertising and social networks:
On the other hand, the studies presented in 2021 show that
the percentage of people who find it annoying to receive advertising has
decreased. This is clear, in particular, in young people and women. Perhaps one
of the reasons is that the advertising is adjusting to the profile of the
client or prospect. Which implies greater acceptance.
A surprising fact about advertising on social platforms is
that there is a very positive click-through rate. It is estimated that 80% of
users click on the ads they find on their social networks.
Management of social networks and
marketing strategies
To exemplify the power of social networks, let's look at the
case of event marketing. In this case, the RRSS allows us to optimize
dissemination as long as we pay attention to various aspects. For example: Choose
well the ones you are going to use in the marketing strategy. As you know, not
all platforms serve the same purpose. And in particular, not all audiences are on
the same networks.
Optimize profiles. A resource to promote events is the profile on social networks. If you use 2 or more, you need to make sure your profile is consistent across audiences. Change headers, pin a post, and display interesting content. Why is this key? Because just by accessing your profile, users will already have information about the event.
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