Social media are an essential part of any company’s communications. Although the ecosystem is changeable and trends and platforms vary with time, it is imperative that companies have a presence in the digital environment with a well-designed strategy.
One of the main virtues of networks that is worth exploiting is their immediacy. Thanks to it we can share news with our audience without intermediaries and make our brand much more visible by generating better brand positioning.
A few weeks ago the CEO of MAPFRE, Antonio Huertas, participated in the Talking About Twitter event, at which he explained his experience and the company’s strategy for social media. One of the key points to succeed in digital that he pinpointed is to create interaction with users.
Interaction is essential because users have the right to use networks as a communication tool, and if it is personalised, it will give more value to the company. A good example of this is MAPFRE’s use of the different channels on social media – being a multinational, it has different profiles focused on the markets of Spain and Latin America, Brazil and the United States. Part of that personalised experience includes addressing the public in their language and including signs that make them feel committed to the brand. For example, promoting destinations within these regions, or posting information on the national holiday of the different countries where the brand is present.
Marketing on social media is governed by rules that differ from the traditional ones. Immediacy and interaction are essential to succeed, and that is visible with concerns and complaints. Users who come to the business via online channels often do so with this in mind, hence the importance of having a structured plan in which any issues are resolved as quickly as possible.
Startups that are beginning their business adventure should not only pay attention to designing a business with future prospects, but to creating a communication plan by choosing the social media on which they want to be present and using the right tools for efficient management, such as Hootsuite, Buffer or Social Flow, or trend maps such as Google Trends.
AIIM, a professional platform for information and image management, believes that to boost marketing on social media, it is essential to be focused when taking each step, and to choose the most suitable communication channel. There is no point in opening a LinkedIn account if you are not going to promote your latest news, if you are not going to get valuable contacts within the network and if you are not going to enhance your corporate image on the main network for professional contacts. If we are clear about what we want and where, we will generate more commitment from our users and will make them identify with our values.
Antonio Huertas makes another important point. The commitment to the customers and users that access the platform is to show them that from within the company there is a mission, and a good way of doing this is through employees, because they are the best brand ambassadors. According to Global Web Index, people are between 40% and 70% more credible than brands, hence the importance of the people who make up a company being their best spokespersons, explains Huertas.
Social networks are open 24 hours a day, so companies must give consideration to the optimisation of their multichannel strategy. The initiatives that are part of insur_space from MAPFRE also have among their aims to support startups to improve their communication strategies, giving them technological tools to be agents of transformation. Companies – from multinationals to startups – must be committed to generating clear ideas and creating links with users.