IMF Business School · Masters in Marketing and Digital Communication Become a professional with the best school to study digital marketing in person or online ACL Direct Promo · We know about Relationship Marketing We are experts in loyalty and incentives · We like to create unique experiences The proliferation of the media and social networks has undoubtedly made its users an active and important part of its operation and mechanisms, since they are the ones who really generate the content and interact, shaping this new phenomenon of social communication. However, some of these media and social networks such as Twitter and Facebook share most of the pie for this growing number of online users. Obviously this simple fact has served so that its participants are seen in the eyes of brands and companies as consumers and potential clients under the skin of the prey that everyone wants to hunt.

At this point, the rivalry of Brazil Email List media has begun to generate a gap where the opinion and criteria of its defenders and detractors come into play, so that arguments are exposed for each tie to demonstrate or destroy the true effectiveness or effectiveness of these means as part of the commercial and marketing strategies of companies. It is important to understand that both Twitter and Facebook have a very different nature and in their origin none of these media contemplated their application as a marketing and communication tool for business. They were not even clear about their own business model, although as is evident today all this has changed. Behind this great trend that although it is difficult to recognize it, for many it is only considered as a passing fad, there are truths and lies, denied truths and lies that more than lies turn out to be more than truths. The first of them is the awareness and idea that is being tried to promote about the simple fact that with the arrival of social networks, marketing and traditional advertising do not make sense or are no longer effective. The second, that consumers are only influenced by what is said or shared on the media and social networks, as if in real life there were no mechanisms to do exactly the opposite. Convincing the customer that the product they are “playing” is really of quality and also satisfies and covers all their needs.

If it is true, and very true, that the information, criticisms and opinions shared by users and consumers through these social media about certain companies, products or services may be decisive or condition us when making decisions in our purchase actions . But this does not imply that the functioning of the real world of business is reduced to everything that happens or happens on social networks. Proof of this is that there are companies that have been constantly attacked and criticized in large part and mainly due to the bad experiences of some of their consumers and clients, thus seeing part of their “online reputation” affected. However, outside the digital environment, their numbers and sales continue to grow every day. Moreover, the results obtained through these means in most cases do not represent more than 1% of the return generated through the total of your commercial actions and marketing or marketing strategies. Obviously there are exceptions such as the Old Spice case, whose sales increased by 107% thanks to its marketing strategy in media and social networks whose success, however, was preceded by the impact of the Grand Prix award achieved during the last edition of the Cannes awards. Lions and that they provided the viral ingredient necessary for the success of the campaign.Even so, many of these companies do not even turn to social networks to sell, but simply to increase that “supposed free visibility” or to control and manage the reputation of their own brand, what users and consumers say or think, even though they are later be passive without actually interacting or bonding with these users. Therefore, if it is true that social networks and media can be true tools that, when used well, can be very useful, but totally false, that companies currently consider them an essential resource or make use of them in a correct way. .No less important is the passion with which they talk about the frantic participation of their users, making us see that they spend more and more time connected to them. Yes, and it may be true, but it is no less true that the vast majority of users do not want to feel like goals or targets of large companies and brands, and that the use given to social networks by the vast majority of users It is to establish personal or professional relationships with people who have links or common interests. And more than that, now users are much more experienced and knowledgeable about these media and skip and ignore everything that “smells like advertising.”

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