Social networks are different and companies must adapt their strategy to each of them

To do Social Media Marketing (SMM), not only should you know about Twitter and Facebook, you need much more. Among other things, it would be ideal to know, and not forget, some principles of traditional Marketing. 

In Marketing, specifically in the area of ​​Advertising, we know a strategy that is almost law: the mixture of media. This strategy is based on the premise that an advertising campaign is more effective if the target audience is reached by all possible means, putting a lot of analysis in order to make the advertiser’s investment effective.

However, the analytics of Internet Social Media is somewhat different. It is absurd to think that Twitter is better than Facebook, or that Facebook is better than Pinterest. It becomes even more absurd if we realize that the Internet user is “multitasking”, and usually has several open tabs in the browser where Twitter, Facebook, Pinterest and two or three additional Web pages are, in addition to the Google search engine. and / or a Wikipedia page from where you are getting the information for a job at the University. The Internet user thinks and acts on hyperlinks.

In any case, and this is where the intelligence of a good media planner comes into play, you must identify the languages ​​and uses of the different pages opened in those tabs of the browsers of our digital audiences. Twitter and Facebook are not one better than the other, but they are different.

For example, I am of the opinion that Twitter is not a Social Network, not even a community, it is rather a collective of opinion that works like a large newsroom, where information circulates with very little control. Facebook is a site more inclined to self-entertainment and to the encounter between the users. Pinterest for its part is a site inclined to graphic expression. Twitter has lists, Facebook posts a message on the wall that has much more life time than a tweet. Briefness on Twitter is mandatory, on Facebook not necessarily. Is this better or worse? Is no different.

A site like Twitter requires a more dynamic attitude of a brand than Facebook, but Facebook also requires that brand interact with users. On Facebook, a brand strategy can be tremendously successful just by publishing a “Fan Page” and placing relevant content that stimulates interaction, on Twitter, if people do not perceive that there is a “someone”, and not a “something”, behind the corporate or brand account, it will not have a greater impact.

A good Social Media strategy should take into account all possible channels and social media, whether Twitter or Facebook, be Pinterest or Tumblr, and not neglect other sites with important activity, or other Web pages that, above all, point their contents to specific public. The Internet is not Television, just as Press is not Radio, and a hyper-segmented campaign on Facebook is certainly much more effective than a banner on the Home page of a widely visited page. The banner on Facebook responds much more to digital logic, the banner on the Home of a much visited page responds more to the logic of traditional media. The objective remains the same: optimize the advertiser’s investment.

Little by little, companies are becoming aware of how things are on the Internet, and certainly there is a large group of professionals nowadays ready to guide them. Brands must dare to take the step, taking into account that, although the strategy may be the same, the execution of the same in digital media is different.

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