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Tell Me How Many Likes You Have

Written by admin on . Posted in Digital, Marketing, Social Media

The value of the Likes on Facebook is directly proportional to the value that the user gives to the content.

The value of the Likes on Facebook is directly proportional to the value that the user gives to the content.

In the digital marketing field, measuring results is a day to day issue.

Focusing on the social media world as a digital communications platform- Facebook, to be more exact- there are those who measure the quality, success, and confidence of a strategy based on Likes; though personally, sometimes I think that this method can be misleading.

When we talk about brands like Coca-Cola, Nike, or Apple, we are looking at marketing icons of a global scale; more than brands, they are entities that dictate the standards of image and communication style. Some experts even equate the following of these brands to religions.

In this context, we find big brands on Facebook with hundreds, even thousands, of likes on their pages, even if they are exempt from the smallest notion of content quality and with no concrete direction; a motive for those who think that by just being on and publishing on Facebook, they will experience the same phenomenon as the big brands.

Hispanics, Social Media and Customer Service

Written by admin on . Posted in Marketing, Social Media

Hispanics, Social Media and Customer Service

Hispanics, Social Media and Customer Service

Hispanics appear to be more open to receiving customer service over social media than through other mediums. 35 percent of Hispanics claim that they are more receptive to customer service through social media than even the phone.  According to a recent study by NM Incite, around 57 percent of Hispanics have utilized social media for customer service inquiries or complaints in comparison with 47 percent of the general population.  Positive customer service experiences through social media have had a strong impact on brand awareness, as 47 percent of Hispanics recommended a specific brand or company after an engaging experience online. These interesting statistics speak to advertisers and their need to establish a strong online presence through Facebook, YouTube, Twitter, Google+, and other mediums with high Hispanic traffic.

The secret behind the growth of Pinterest

Written by Alfredo C. on . Posted in Marketing, Social Media

Pinterest has a largely female audience.

Pinterest has a largely female audience.

Pinterest is a tool that helps people find inspiration, and is now the third largest source of traffic on the internet. For the moment, we can access it only by invitation (it will probably eventually be open and free to register, similar to what Gmail did). It allows us to share images, videos, and general links of diverse categories. It is capturing the online user’s interest by its rapid evolution. It’s growing so quickly, in fact, that the biggest entrepreneurs, including the CEO of Facebook, Mark Zuckerberg, have already created their profiles.

Facebook and social networks as a political tool in Chile

Written by Alfredo C. on . Posted in Americas, Marketing, Social Media, South America

The Facebook page of Josefina Errázuriz

The Facebook page of Josefina Errázuriz

The 2012 Chilean Municipal Elections took place October 28th to elect those responsible for local administration, or the administration of the municipalities. One of the more attractive alternatives used to reach out were social networks. However, according to a study by the University Diego Portales, this medium was not fully taken advantage of by the council and mayoral candidates.

The investigation was centered around monitoring the communicational activity of eight candidates of both the Alliance and the Opposition. This follow-up revealed that in seven of the eight cases analyzed, the rate of coverage of the candidates by young voters through Facebook did not exceed 3.1%.

Social Media Strategy: Not just for interns

Written by admin on . Posted in Marketing, Social Media

Social Media Interns

Social Media Interns

Canada’s Globe and Mail recently discussed young people taking the reins of social media within big companies, and whether this is a good idea or not. As the person in charge of social media at Alcance Media Group, I thought Shelley White’s article was interesting. Indeed, many companies hand the responsibility for social media strategy to their young interns because of their familiarity with these new technologies. But it is important to put strategy into social media strategy.

Rather than hand the reins over to young people with no guidance, there should be a measurable set of objectives for engaging with customers. White also quotes experts in the field who discuss the importance of tone. That is, the tone of interaction with customers on social media should be established before interns begin tweeting away without an idea as to how it will impact the company’s brand.

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