What is the trick for your business to survive in a social network? Retweet, recommend or become a fan are some of the new weapons that companies are beginning to discover to harness the power of social networks.
The newspaper Expansion proposes five essential guidelines to ensure efficient use of these herramientas.Según a study by Vanson Bourne with Hotwire and consumers in the UK, France, Spain, Germany and Italy, the influence of social networking decisions consumer purchasing is growing, particularly network interactivity to be provided to users.
Amy Garcia, Managing Director of Spain Hotwire ensures that receiving recommendations has become a habit increasingly valued by consumers, who, after receiving the recommendation of another user are more likely to act or buy. “
Despite the obvious advantages that can bring social networking, the fear of most companies to venture in this social jungle where anyone can comment, criticize or recommend, is one of the main brakes for large and small firms bet on their immersion in them. Therefore, the main problem faced is not to get get to the complex world of social networking, but make good use of them and be effective. With these assumptions, the economic daily Expansión.com has proposed five guidelines necessary to achieve efficient use of social networks.
1. Before opening a profile takes planning.
The company you want to open an account at social networking should be aware that this is not just a corporate profile, but needs to develop a strategy before determining what the target audience and which way we approach it. “There is no point collecting fans or followers, but there is a continued effort to keep the attention of consumers,” said Amy Garcia.
2. Providing resources necessary for their maintenance.
Created the profile and some fans need to get a response from users, and that interactivity is one of the main objectives of the network. Get this dynamic will depend largely on the variety of content and its suitability for each network, a task that can be developed by a community manager. The community manager or community leader is the person responsible for creating, managing and stimulate a community of Internet users.
3. Not to impose tactical force.
It is no use bombarded with corporate messages. According to the Hotwire media company, most companies make the same mistakes when it comes to open social networking profiles. “Many companies open accounts with Facebook and Twitter to broadcast information that corporate and consumer interest is not such a page.” Thus, we must distinguish the information that users require.
4. Attention to the power of Facebook and Twitter. According to the study Hotwire, Facebook is the social network that works well in terms of recommendations of users and the strongest impact on consumers. 70% of respondents followed the recommendations received by Facebook about potential purchases, while only 10% did the same in Twitter and 6% on Youtube. “Being able to choose your friends and customize the amount of access they have to your own profile promotes the credibility of the recommendations that come to you, compared to what happens in places like Twitter and Youtube” note from Hotwire.
On the other hand, Twitter can also be a good weapon because it allows business to address those interested in a company by searching with keywords and can be used to improve on customer service, enabling the promotion and response to problems in real time.
5. Demonstrate that there are people behind the brand. Is the strategy that works best for consumers. A personalized, direct and respond as soon as possible is one of the key qualities that should characterize your business.
It is essential to be honest, transparent, respond quickly, address the crisis of reputation in a consistent manner, to identify the most active customers and reward them with our brand, encourage feedback, do not use social networks to communicate what is not communicated to the face and of course, do constant self-promotion of your business and choosing to actively participate in the conversation. Of course, to carry out these functions will be almost essential to devote a portion of the resources of their business for good management of your social networking profile, as recommended expansion.
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