How to use social networks
How to use social networks
Social networks allow the participation of both individuals and companies.
For the companies they are an ideal means since it allows them to enter in direct contact with their clients, to know their opinion on the products and services offered, and to count on a very direct information on their tastes and preferences.
It is also a good way of knowledge and communication with suppliers and potential partners or collaborators.
But it's not about being around. Participation alone does not guarantee success. The company needs to define well what its best social media strategy should be:
What social networks to use and how to manage them, what is the profile of people you want to target, how will you communicate with your "community", and how often will you participate and what content and messages will you share?
Finally, you will have to measure the profitability of your participation. Results are usually not immediate.
241 The activity of the company in social media should be that of interacting and sharing. The company must "nurture" its participation in social networks with relevant and interesting information for its customers and interact by talking with them, listening to their opinions, ideas and comments, participating and responding to all this. This participation will create a community around the company.
For some companies, the behaviour and way of acting on social networks is novel and even surprising and can sometimes be difficult to understand.
The Internet "belongs" to people, and companies must establish a different strategy than traditional advertising.
It is extremely important to become familiar with and participate in social networks in order to understand how they work and what they can do.
The company must change its mentality and understand how it should address users, the language it should use, what it can say or ask them, and how it should react when the user, who has been given a voice and vote, complains, complains or asks for things.
One of the biggest challenges for SMEs is to find enough time to participate in different social networks.
For this reason, before creating accounts in several networks, it will be necessary to analyse whether the time needed to participate in them in an active way is really going to be devoted.
Some recommendations for action on social networks are as follows:
- Focus on creating business and personal relationships, not selling: the main key to these networks is precisely socialization, communicating and relating to people.
They are not designed to present sales arguments or to use them as platforms where advertising about the company or its products is incorporated.
Rather, the overriding idea is to use the "human factor" to build strong business and personal relationships that can deliver long-term economic results.
- Providing quality content with added value: social networks can share a lot of information about the sector where the company is located and, especially, the know-how and original knowledge that the company can provide.
This will cause the subjects representing the company to be regarded as experts in the sector and people to become interested in the information and advice the company provides.
Such material may be transmitted in written form or in video format, without claiming anything in return.
- Search for quality contacts: the network of contacts should be progressively and constantly expanded.
However, it is also important to try to identify those people who are truly important to the company.
This will have to include colleagues and friends from the sector and also those companies with which we may collaborate in the future.
In this respect, the quality of contacts must be taken into account as a matter of priority rather than quantity.
- Be authentic and original: it is essential that the company shows itself as it is, without pretending otherwise.
Transparency and credibility towards customers, contacts and collaborators should be promoted.
This is one of the most important tasks in social networks, which can be achieved by being authentic and original.
- Focus on the question of "How can I serve you": most companies search the Internet for places to place their ads.
On the other hand, in social networks, those companies and people who focus their efforts mainly on helping their contacts and customers will have a better chance of success.
On the other hand, it must be taken into account that social networks are complemented with other Internet tools.
Each one of them provides a different impact to the company's website. Thus, for example, the blog provides relevance and knowledge, while a Facebook page facilitates personal contact, closeness and interaction with potential customers. Twitter messages, YouTube videos and company blog articles can also be very well integrated with Facebook or LinkedIn.
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