For many companies, the simple fact of having a presence on Social Networks is already a triumph, because of what it implies in time, money and resources. For others that are a little more advanced, it is vital to have a strategy with specific objectives to achieve. For many companies, the Peru Phone Number List simple fact of having a presence on Social Networks is already a triumph, because of what it implies in time, money and resources. For others that are a little more advanced, it is vital to have a strategy with specific objectives to achieve.
Although there are hundreds of different strategies in Social Networks, all of these can be divided into two broad categories: Active or passive, below we will explore the difference between each one. A passive strategy is one that basically focuses on two things: Post and reply. In this case, the work can be from simply publishing content, to receiving what the audience thinks about that same content or about the company; in other words, it’s posting and answering when someone asks.
This model is much cheaper and easier to implement, since it does not require specialized software, although to make the work more efficient it is advisable to use platforms such as Hootsuite , Sproutsocial or People Browser . It is worth mentioning that although the passive strategy is easier and cheaper, that does not mean that it is ineffective, on the contrary, when it is done properly the result can be very positive in Brand Awareness and Engagement for the brand.
Active An active strategy implies that in addition to the publication of content and attention to comments, a couple of additional actions will be carried out: Follow-up and intervention. The follow-up has to do with constantly monitoring (monitoring) the conversations that take place on Social Networks related to the brand or its competition to obtain information that may be useful. Monitoring requires specialized software, as well as trained personnel to identify and process what is found to turn it into something of value, which considerably raises the cost of Community Management work , since it requires a lot of time and sometimes more than one or two people to do it.
Intervention refers to searching through the conversations that are detected in the follow-up and taking concrete action regarding each one. An example of this can be a hotel chain on the beach that aims to increase occupancy in low season. This hotel can follow up on conversations that they mention or ask about hotels, travel, packages, etc. And depending on each case, intervene in the conversation of the person to give them information, travel suggestions and even offer them a discount.
In this case we are talking about concrete actions that seek to generate sales by taking advantage of the information we obtain from the conversations of people using Social Networks For this type of strategy, several software options are required working together to be able to detect conversations and respond directly at the right time. Tools like Radian6 or UberVU allow you to do this work, although the price can be a bit high for a small or medium-sized business.
According to a study that we did in Mente Digital Phone Number List this same year, more than 96% of the companies that have a presence in Social Networks in Mexico, Colombia and Argentina, perform a passive action, largely explained by the cost involved, but also because of the effort required to analyze the information. In conclusion, I can say that regardless of the option we follow, what matters is that we do it with strategy, thinking about what we want to achieve by being on Social Networks.
