The brands have already climbed the car of the era 2.0 and have deployed their presence in social networks. But his actions do not end up adjusting to the nature of the medium; But companies try to impose their own rules, not taking into account that in this realm are the users who demand what kind of information fits their interests, and expect the company to take care of them on the same plane.
The main thing to keep in mind is that social networks are not a place to sell, but to talk. The survey carried out in September by Pitney Bowes Software highlights as the main conclusion the fact that the performance of companies in Social Media should be oriented to meet the needs of their customers:
Consumers do not welcome commercial messages in this Medium, they are clear that this is not the most appropriate place to insert advertising. This dissatisfaction has negative repercussions on the perception they have of the author of this type of actions, even in the case that followers follow this brand; A situation that is even worse when it comes to companies that users do not follow.
Another unsuccessful idea on the part of the companies is to use the Sponsored Stories of Facebook, or the Promotional Twitts. The study published by Mediabrix last month showed the denial of this type of actions by 58% of users before this type of actions on Facebook, and a 45% to those of Twitter. This feeling of rejection directly affects the brand, the sole responsible for this misguided action.
Another fact that companies must take into account when planning their strategy on a specific social platform is that the social network is not saturated, or what is the same, that there are no more companies than users. It is as if a fisherman tried to fish in a sea where there were more fishermen than fish. For example, 57% of companies use Twitter, While only 31% of its customers have shown an interest in it; An even greater contrast in the case of Google+, where 51% of companies develop their strategy compared to the scarce presence of 21% of their target audience. For its part, Youtube is a medium where companies still have much to contribute; Has the approval of more than half of the users, compared to only 41% of companies have opted for it.
Decidedly, when planning a strategy, you have to know perfectly the target audience, how it is, where it moves what needs you have and what you expect from the company. Your actions in social networks must be oriented to satisfy your needs, in no case betray your trust, nor make you feel cheated. An even greater contrast in the case of Google+, where 51% of companies develop their strategy compared to the scarce presence of 21% of their target audience. For its part, Youtube is a medium where companies still have much to contribute; Has the approval of more than half of the users, compared to only 41% of companies have opted for it.