The companies know the potential of Social Media
November 11th, 2010
Social media is part of an open alternative for advertising at present, where the boundaries between the effective communication of a company towards its consumers and conducting effective marketing to this market, is based on a horizon very helpful, not Nevertheless, the problem is that businesses understand the concept but do not know how to take advantage of it.
Build or cement a relationship with the followers of a company (clients or potential clients), is not as easy as sending random information, which is why the use of a one-way social media strategy only allows a limited return of emerging trends mass media to which access is delivered through social networks, for example. Structuring a marketing strategy without worrying to know “what they say about our brand,” is like Russian roulette bet, because resources are being invested without knowing what will happen.
Monitoring and analyzing social media is essential, according to a study sponsored by SAS (a leading business analysis software and services), but by the prestigious Harvard Business Review Analytics Service. In this work were surveyed 2,100 companies, of which 75% have an interest in social media but has no knowledge about what they say about them, nor those who do. The universe of companies surveyed 23% make use of analytical tools and social media monitoring as well as there is 7% of companies that try to link this strategy with its global marketing approaches.
According to Tom Davenport (1), not having monitoring techniques nor analysis of what is happening with social media fans, a company loses a lot of opportunities to market their products, manage their reputation and improve products and services that available to the market. If you do not analyze what they say about a company or brand, one can not assess the level of influence if it set to consumers, therefore, clearly lost marketing opportunities.