SMM (SOCIAL MEDIA MARKETING)
Social Media Marketing, SMM or social media strategy are the evolution of conventional communication processes, and their power continues to increase. To get into context, we would like to take advantage of this space to reveal some interesting figures about the internet and the power of social networks.
The world population is approximately 7.5 billion people, of which the Internet has 3.7 billion users, and of these, social networks have 2.7 billion users worldwide. It is important to mention that Internet users spend more than 38% of their time browsing a social network, which is why these means of digital communication are so important.
The majority of internet users are part of some social network, of which Facebook, WhatsApp and YouTube are the most popular and used. Due to the large number of people who have an account in any of the networks, these become an excellent means to transmit information, thoughts, create a group and even network by establishing contact with potential clients, or even suppliers for any company, without no matter its spin or its size.
Google considers that the interaction of a website with its followers is of utmost importance, because through social networks it is possible to connect and share information with thousands, or even millions of people connected to the Internet. The popularity that a company may have through social networks is well regarded and rated by the world’s main search engine, Google.
However, it is important to mention that social networks can be a “double-edged sword” if they are not managed correctly. What do we mean by this? Well, if social networks are created and not used correctly, or if they are not used and only the page is left without publications, there is a risk that people will write to ask questions, want to know specific information and no one will answer them, the audience will comment negatively, or even discredit the brand. Likewise, networks play a fundamental role when you have suffered a bad experience buying a product or service, since the first way to complain publicly will be to write a review on social networks, and this in many cases if it is not about properly and in a timely manner, can affect the reputation of the brand.
In Mexico, social networks play a fundamental role. There are more than 80 million social network users in our country, of which 93% of them access their social networks through their Smartphone. The use of mobile devices in social networks has generated the birth and growth of networks exclusively for mobile versions, such as Snapchat, Waze and Instagram.
Of the social network users, below we will describe the percentage of users that each network has, with respect to the total number of users: Facebook is the leading social network, with 95% of users, followed by WhatsApp with 93%. Subsequently, YouTube with 72% of users, Twitter with 66% and Instagram with 59% of users, this being a network that continues to grow constantly, since in the last two years it has gained a lot of strength, especially with the adolescent audience. It should also be clarified that there is a large percentage of fake accounts and bots on social networks, for example on Facebook it is estimated that there are around 83 million fake profiles worldwide.
Currently, social networks, in addition to being a social communication tool, are used to generate business content, promote a brand, and have more direct communication between the company and the user or client. However, publishing business content through these is not an easy task that should be done lightly, as it entails knowing what the company is actually looking to convey to its community of followers, but it can be done with external support thanks to the Social Media Marketing or SMM. This discipline is responsible for planning marketing strategies for dissemination through social networks, which help attract clients with the profile that the company needs and strengthen ties with those who are already part of its portfolio.
Even so, it is recommended that the work of designing the content of the messages be thought out from the heart and soul of the company, with the objective that the impact generated by the brand is adequate. Many times community managers are hired from outside to reduce costs, but they do not know the “know how” of the brand, much less get into the bowels of the company, which causes the creation of “filler” messages, which do not They generate engagement with the target audience. It is important that the person and/or company that manages social networks knows the brand in depth.
It is essential that the message created for publications goes through external writing and review processes to ensure that ideas are expressed in the best way; We recommend the above because we have seen how the emotional bond that can be developed with the followers of a company on social networks is strengthened when the presence of the company can be felt in each message or publication that is sent, and emotional ties promote the love for brands and the commitment of customers and suppliers to them.
If for Google Social Media Marketing is a very important factor, indexing must be a vital means of communication for brands, through which they can seek to directly tap into the feelings and impulses of their clients, prospects or target market. It is important to know how to distinguish that the company’s target market is not always the same as the target market of social networks, since the users of these communication channels are mostly young people, but we cannot leave aside that day Every day the adult public is increasingly familiar with social networks.
TARGET ANALYSIS
Taking into account the company’s business and projections, the objective audience or ‘target’ to which the complete social media strategy will be directed is determined together with key members of the company. Basically, the following characteristics of the potential clients you wish to contact are determined:
• Whether they are a public figure, a company or a brand.
• Your occupation or line of business.
• Your financial capacity.
• Creation and management of communities.
Once the target market for which the content related to the company will be disseminated is identified, a strategy is launched to create a contact community, with members of common interests who may need the product or service offered by the company. company.
CREATION AND EDITING OF CONTENT
From the moment communities begin to be created, it is important to define the frequency of publication; It is recommended to publish relevant content at least once a week, which is related to the topic of interest, and therefore, to the business of the company. In the SMM department of Online Optimization, said content can be designed by the company and reviewed by us, or created from scratch by our team of specialists in the field.
Just as on websites, social networks have also undergone changes and updates to the algorithms, and currently those who share content too frequently, plagiarize content, and those who share information from other websites without create your own content, and if the publications are not commented, shared and do not have any type of interaction, they will be seen by fewer people. These changes penalize the reach of publications, forcing social network users to create interesting, relevant and original content.
On the other hand, it is extremely important to know the network with which you are going to work, since each network has a very specific objective and there will be companies or brands that do not need to be on all social networks, so below show some relevant data from each network worldwide:
Facebook. The social network par excellence, which is used by almost a quarter of the world’s population. Five new profiles are created every second. 29% of users are between 25-34 years old, peak traffic is between 1 pm and 3 pm. Around 300 million photos are uploaded a day, and the network is available in 101 languages. Users use it for an average of 20 minutes every time they connect to Facebook.
Twitter. A dynamic network, which a couple of years ago was on the verge of disappearing; It currently has 328 million users per month, 71% connect at least once a day and 500 million tweets are sent daily. The countries with the most users and accounts are the USA, Brazil, Japan and Mexico and 5% of the accounts are fake.
Instagram. One of the most recent social networks, with rapid increase and penetration, especially in the younger market; 68% of users are women, 51% of users access the platform once a day and 35% check it more than once a day. Pizza is the most shared food image, followed by sushi. Instagram registers an average of 4.2 million “likes” per day. It is the most important social network for teenagers.
LinkedIn. It was a business project that became the preferred social network for professionals in the world. In the year “2006”, more than 5 million people had already registered as active users. It was the first social network to be listed on the New York Stock Exchange. And today it has more than 690 million users, of which 3 million actively share weekly content on the platform.
TikTok is a social network of Chinese origin originally called “Douyin.” In 2017, it is launched on the market globally. By 2019, it reaches 100 million users, which positions it as the #1 app in free downloads and in 2020 it becomes the most downloaded in the world. Today it has more than 1,000 million active users of which 64.4 million are in Latin America, 19.7 million are in Mexico and 18.4 million in Brazil; These two being the countries with the most active users in LATAM.
The world of social networks is very broad and they are updated or undergo changes daily, which is why it is important to stay informed and active to always be current. At Online Optimization we have a specialist area in Social Media Marketing, dedicated to the development of content, publications and links for our clients’ social networks. These links and publications, as well as the networks through which they are disseminated, will always be relevant according to the business of the company, since the level of commitment and loyalty that users acquire depends on it.
The SMM Social Media Marketing department is made up of a Community Manager, a Graphic Designer and a Multimedia Designer. We also have special packages, with extremely affordable prices for SMEs, companies, brands, public figures, starting at $5000 pesos (MX). The cost of these packages varies depending on the social networks, the number of publications and advertising.
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