This week we interviewed Manuel Moreno, degree in Journalism from the Complutense University of Madrid and a master's degree in Journalism from the CEU San Pablo University and The World. He is considered one of the most influential Internet journalists in Spain.. Social media consultant and founder of TreceBits.com, the first information portal in Spanish on the Internet, social networks and technology. Trainer and lecturer, teaches social media and digital journalism classes at several universities and business schools, both in Spain and in Latin America. He is the author, among others, of: I also messed up on the Internet (2016), How to succeed on social networks (2015) y The great book of the community manager (2014). We asked him for The community manager encyclopedia (Deusto). By GINÉS J. VERA
We read in The community manager encyclopedia that when they were born social media, users perceived the presence of companies on social networks as something intrusive. But it's not like that anymore, The relationship between brands and consumers has changed a lot in the last two decades, it's true? It is noted that one in four users finds the fact that a company has a presence on social networks “more confidence”. Tell us about this change in trend.
That's how it is. At first, when corporate profiles were created on social networks, back at the end of the last decade, Internet users considered that companies came to these channels to break in with their self-promotional content., irruptively, like they did on radio and television, interrupting your favorite programs. However, On social channels, companies have learned that they must give users content of interest, that added value that makes them approach the brand and want to be part of its community. This is what is called attraction marketing., the individual is not sought, but rather, you get them to approach the company because you provide them with something in return.. That's why he 83% of Internet users already follow a brand actively on social networks and do not consider their presence in these media as intrusive, but as something that offers you a benefit.
Precisely, in line with the above, We see in his book that consumers can be classified into four types according to their relationship with companies on social networks.. Briefly comment on this classification and its relevance to the figure of the CM..
And, precisely that 17% of consumers are those who are still reluctant to have a relationship with brands on social networks. However, he 83% remaining has it, either because you want to be informed about the latest trends, because you are really interested in their products or it is more, because you consume them and want to recommend them to your contacts. This last type of consumer is the one that all brands should tend to on social networks., But achieving that relationship of trust with the individual is something difficult to achieve... that is why professionals are needed to manage the corporate profiles of a company based on certain objectives.: the CMs.
The first great “strategy” What a company should consider, we read the same, It must be whether or not it should be present on social networks.. Because this presence must be based on a strategy of social media and its implementation. Every step you take, every action, It must be founded and respond to specific objectives. Tell us about it in the context of a Social Media Plan.
The Social Media Plan is a must for any company that wants to be on social networks consistently.. Just thinking before opening the profiles you want to achieve, who is going to be addressed or what the messages will be like, certain objectives can be achieved. If we don't have a plan, getting results will be almost impossible.
Among the phases that he recommends in his community manager encyclopedia to develop an SMP, I would like to ask you about the reputation study online. And more specifically about the so-called Share of Voice, esa “image and voice of the company on the internet”. Can you tell us briefly??
It is essential to know which image, What “voice” does the company have on the Internet and social networks?. For it, It will be necessary to carry out an active listening exercise and ask Google and the search engines of the different platforms about the company. The results they show will be your “voice”. We will have to measure if that voice fits what we want the company to be., to the image we want it to reflect. If not, There we will have a first objective to achieve in our professional management of social networks on a daily basis..
