Social networks are a very important tool for society and brands. Companies know this, just as they are aware that they can no longer only invest in traditional advertising to achieve success in their businesses. The boom of social networks and advertising on them has brought us many lessons and reflections in the field of digital marketing. What are the best social networks for your business? How to communicate or take advantage of each social network? What is the network that most benefits your business? These are questions any entrepreneur should ask themselves.
In this post we are going to help you answer these questions. We will share our learnings about strategies in social networks (so you can apply them to your business), as well as the digital context of our country and what you should know before opening your business’s social networks. are you coming with me?
Importance of social networks for your company
As we well know, social networks are part of our life. According to the annual report of , in 2020, 4.2 billion people used social networks around the world. This means that a little more than 50% of the world’s population used social networks.
In Mexico, there are 100 million users of social networks. If we compare with the number of inhabitants, in our country, approximately, 77% of people use social networks. With these figures, do you think it is necessary for your business to have a presence on networks? The answer is yes a thousand times!
The foregoing reinforces what I mentioned at the beginning of this article, social networks are part of our lives and it is extremely important to adapt to them to obtain advantages and evolve in the digital world. They are also known as social media because they are an environment to communicate and interact. Many social movements have gained strength thanks to them, as well as being an excellent channel to inform us. Of course, the commercial objective has been a consequence of the success they have had in society.
During 2020 and 2021, people have made it clear that we prefer brands that have values with which we identify and that are consistent with them. Cancellation culture also affects brands and is a reality in the digital environment.
“The culture of cancellation consists of withdrawing support, stopping following, stopping consuming those people, public figures or brands that with their actions or comments offend society or a group of it”
Now that we have raised the importance of social networks for society, advertising and digital marketing, let’s see what you have to know before clicking on “Create account” to avoid errors or failures that promote the opposite effect to what you want to obtain in them.
What you should know before opening the social networks of your business
The expectation when opening a company’s social networks is to reach more people, be closer to users and customers, as well as share news and gain renown in the industry. Next, we are going to review some important aspects to consider to achieve success in networks.
Know the use of each social network
One of the most important things is to understand what it is for and the characteristics of each social network. As you can guess, not all are the same and there are many. Differentiating them will help you choose the best ones for your company. We are going to review the use of the main social networks so that you can identify which ones could be used for your company’s strategy.
In Mexico, it is the social network with the most users. You can create an official page of your business with information about your brand (physical store location, opening hours, etc.), where you can spread news, releases, offer customer service and advertise to reach more people.
On Facebook you can upload your products and connect the Facebook store with your online store to sell more.
💡 Tip: you can change the to personalize it. This way you can increase the visibility of your brand and make it easy to find.
This network is ideal for positioning your brand and knowing what your users say about you (it also allows you to follow up). Twitter works as a high-speed information medium, to the point that many traditional media outlets use it as a source of information to detect live news (for example, on demonstrations, wars, accidents, etc.)
Content on Twitter is ranked by relevance, age (most recent), engagement, and according to people’s past and present tastes.
A network focused on the visual 100%. Instagram allows you to share images and short videos to engage your community. This network is perfect for making your products known, launching surveys, making live broadcasts to share a launch, doing dynamics to give away products and thus reach more people, etc.
A feature that is taking this social network by storm are Reels, short videos that can be easily edited in the app and add songs, effects, and more. Sharing information or tips in this format is a great example of taking advantage of Instagram. Using hashtags and adding attributes to images helps them reach more people. It could be said that Instagram integrates many functions in the same network.
TikTok
This is the new social network that came to move the way we interact and consume content on our cell phones. TikTok allows you to share videos in vertical format and receive many views because its algorithm recommends videos and there is nothing else but videos. This encourages interaction and when a video becomes viral or trending, users tend to replicate it through challenges. As in Instagram, the use of hashtags is part of the strategy.
It is a messaging application where you can add contacts and exchange messages. The business version or better known as WhatsApp Business allows you to automate messages to give an immediate response to your customers. However, many entrepreneurs also use the normal version to send out catalogs or give mass attention through mailing lists.
Youtube
It is a website dedicated to sharing videos with a wide variety of topics and communication techniques. On YouTube we can find from tutorial videos (the most famous and useful for users) both capsules, vlogs, movies and music videos and many others.
This platform allows people to interact with a video by commenting or rating “I like this video” and “I don’t like this video”. The metrics and results of each video help position it on YouTube to reach more people and, if the video is monetized, get paid for views.
A professional social network and networking. LinkedIn allows you to create a business profile to give the most relevant news and that the industry has visibility of them. On the other hand, you can post vacancies from your company and interact with your employees. This network does not work for all types of companies, since it is very focused on sectors of technology, retail, human resources, marketing (digital and traditional) and other services.
We have another platform focused on the visual, Pinterest allows users to search for images, tutorials, recipes and infographics on their favorite topics. The interesting thing about this network is that you can link these images to your website or online store and attract qualified traffic through this means. So you can take advantage of this network by positioning an image to attract customers to your online store from there. 😉
Snapchat
Like WhatsApp, this is a messaging application that combines video stories (like Instagram and TikTok), with very funny camera filters for videos and photos. So in this social network you have the option to generate interesting videos related to your products using trend filters.
Identify what content and social networks your customers consume
Since you have identified the purpose of each social network, it is important that you know your customers and what they usually see. For example, if your products are cosmetics and makeup, we might guess that your customers are used to seeing makeup tutorials, celebrity makeup trends, and perhaps character makeup.
With this you can and adapt your strategy according to the tastes of your customers. It is always important to offer something new, but it is not bad to be inspired by trends.
Verify that your brand identity and name are definitive
It is valid to make a brand redesign with a new logo, colors and identity or personality. However, it is not ideal to launch very radical or opposite changes or to make many changes in a short period of time.
As for the name, ideally it should not be changed because that way you show seriousness and trust towards your clients. Having a brand name and identity will allow you to establish clear objectives to attack with your business networks.
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Establish the objectives that you will attack with your company’s networks
We are moving forward and you need to know what you expect from the social networks of your business. Do you want more people to know you? Do you want to attract customers to your online store? Or maybe, do you hope to generate a place for information and solution of doubts about the sector of your business?
Take into account that you can have several targets and attack them with one or several social networks.
Determine responsibility for managing them
Like any product or process within your business, your social networks need order and consistency. For this reason, it is super important to define who is going to be in charge of managing them. Another important thing is the tone of voice, personality and form of communication that is going to be used in them (this must also match your brand identity).
What do I mean by managing them? The social network administrator or also known as community manager (in Spanish community administrator) is responsible for responding to comments and messages, as well as publishing images and videos or any content that is shared on networks.
It is ideal that a single person is in charge of the administration to carry out a correct follow-up. In case there are several people in charge of the administration; It is essential that there is excellent communication between them to avoid forgetting to answer a client or follower, giving a little personalized follow-up or even that the language reveals that they are different people.
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Benefits of social networks in your business
In the subtopic we mention the uses of each network. We know that you are curious to know the general benefits that social networks can offer for your brand, so we are going to review them:
- Official dissemination of news and launches of your business.
- Increased community and potential customers.
- Communication and remote interaction with clients.
- Greater visibility and brand recognition (awareness).
- Knowledge of…
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