What should a brand take into account when entering social networks?

Today social networks are part of everyone's daily life, more than 4,200 million people use them (53.6% of the world population) and it is practically impossible to ignore them and both companies and users see a part of their lives run by those digital channels, so at this time it is necessary to move from ideas to action , as soon as possible, and also be clear that, as a brand, competition is not going to make it easy and even more so when a brand is new, nobody knows it or they just don't know what it is or what it does.

It does not matter if a company is new or has been in business for a long time. Taking that great digital leap can create vertigo, but the good news is that everything is easier when the company understands very well what to do to build a successful presence on social networks .

A firm and concrete online presence is the sum of all the identities that a brand has been creating on the Internet, from the scope of a product or service, to the management that collaborators make of their own social networks. This includes profiles, relationships of a brand with users and influencers in the digital world, comments, 'likes' and any content that is shared. All this leaves an online mark that will hardly be erased.

For this reason, when starting the management of social networks at the business level it is essential to review those 'small' traits that a brand may have left before on the Internet . Well, that will allow the target audience to know the brand, interact with it from the beginning, generate trust, loyalty and that users can become fans .

Success in social networks also requires perseverance and strategy, effective actions based on a concrete plan focused on business objectives that optimize resources - not waste them. All of this constitutes a brand image, an integral part of the customer acquisition and retention process. Success in social networks is measured by the way a brand connects with users, which becomes -or not- a powerful speaker to expand reach and notoriety.

That is why it is not only useful to be there, just like that. No. The key is that these first steps are executed properly, so that new followers become new subscribers, new conversions, new customers and, therefore, sales.

Keys and recommendations

1. Define the objectives

It is essential to define what will be the starting point and where the company is going, it is very difficult to determine what to do and what strategies or actions should be executed so that social networks are a weapon that works for and not against the interests of a mark.

Therefore, as a first step it is necessary to define what you want to achieve with the presence in social networks in the short and long term , through a general objective and two or three specific objectives. With this, each strategy, each action and each tactic will be aimed at achieving the proposed objectives.

2. Choose the right networks

Questions like which social networks should a brand use? Or is it necessary to be on all platforms? They are very common and the answer is that not all social media channels work for every business or company, so no one can guarantee that all social networks will give benefits and advantages to an organization. Affirming this would be risky given the wide variety of possibilities that exist, it may be difficult to choose, from the beginning, the channel that best suits a brand.

However, the range of possibilities that exist and the great opportunities they offer to grow a company encourage anyone for the online presence of a brand to start walking soon. Surely within the options with more users: Facebook (2,700 million), Twitter (1,300 million), Instagram (1,300 million) or YouTube (2,300 million) will be the perfect setting to take that desired first step.

3. Achieve high visibility

After defining which are the most suitable digital channels for a company, create profiles with a uniform concept, according to the brand and the image to be transmitted; The first challenge comes: nobody knows it, nobody knows the brand, it has no followers, much less fans.

For this reason, it is necessary to have a community that begins to revolve around the brand and in which time, resources and efforts can be invested so that the presence on social networks is worthwhile and generates value for the company. Interacting, responding and always serving the followers will be key.

4. Generate and disseminate valuable content

Before starting to publish news, data, images and other content without a clear direction; It is vital to find out what your followers, fans, current clients and potential clients want to know, what needs they have, what they are looking for or what interests them the most.

A good way to find out is for the company to step into your shoes. Let him first listen to them and then act. Thus, the brand will be able to carefully choose the type of message that it is going to formulate and adapt it to each social network in which it has decided to be present and make it very striking. But it should be remembered that there are so many social networks that it can be complex and overwhelming to maintain prominent content on each one.

5. Putting it to good use and having commitment

A good digital strategist must not forget that in social networks it is not useful simply to be there. Having open profiles that are neglected will only generate a negative perception about the image and reputation of a company.

In addition to having the profiles configured and open on social networks, it is necessary to publish regularly, interact and be part of a community, only then the online presence will bring some benefit.

Having well-managed social networks can be a powerful marketing tool to gain followers and potential clients, making the most of every action with those who have placed their trust in the organization and the brand.

Don't wait too long ...

In conclusion, it is vital to understand that each social network has a defined personality and functions that a company or brand must know very well. Social networks are, today more than ever, essential for small and medium-sized companies that seek to strengthen the relationship with their customers and the market segment they serve in an attractive way.

But, without a doubt, for all brands the best option is to be and actively participate in social networks so that an organization can grow. Bill Gates once said it: "there will be two types of businesses in the 21st century, those that are on the Internet and those that do not exist." It is time to get in touch with customers and define right now which is the best way.