Presentation by Jorge Mira at the 5th Digital Marketing Forum (La Rioja)

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I had the opportunity to give a short introductory talk on the fascinating world of Social Networks and their use by companies for marketing actions. A phenomenon that, in just one year, is consolidating itself as an option to attract new clients and retain the ones we already have. I had the opportunity to enjoy the presentations of colleagues in the sector, of great professional quality. In short, the V Digital Marketing Forum has been a very gratifying experience, due to its audience, its organizers – the Marketing Club of La Rioja – and its speakers. Thank you all.

My presentation, which focused on the business uses of chinese overseas africa number data these new channels, relied heavily on various examples that sought to illustrate the philosophy and main ideas of best practices in social networks, and those that are not so best.

I asked the audience about their use of social media. Most of them used it for both personal and professional (business) purposes. It was a pleasant surprise to discover such a high percentage of users, since today there are still many companies that do not want to take the step, either out of fear or lack of knowledge. Then we went on to discuss the paradigm shift that they are bringing to our society, to show the main opportunities and, obviously, to minimize the risks.

In any case, we must take into account the nature of social networks so that their corporate use does not distort their proper purpose - to relate to other people. That is why I insisted that company-client communication on a social network must really be person-to-person communication . According to the Cluetrain Manifesto (the “market is conversations”), even the “most corporate” communications are still people contacting other people .

We pointed out that a necessary budget, before undertaking any marketing action on social networks, is to determine our strategy. It is not about simply jumping into the most popular networks like an elephant in a china shop and starting to send out messages and more messages. No.

Rather, it is about finding out where our target audience is, which social networks they are on, and where it will be natural or attractive for them to find our company. And, once there, being very clear about what we are going to offer our user or potential client, and giving them something of value . Because either we give them something of value, or it is better not to start.

Giving something of value means that we are not going to sell directly, but to care for and pamper our audience. The sale will be a natural consequence, but not the immediate objective. It must be stressed that Social Networks are not a solution to problems, but tools that help us enormously to communicate with our audiences . If our service or product is not excellent, we cannot blame a failure on our participation in social networks, obviously.

Finally, I would like to summarise my presentation with some very clear concepts about this new attitude that companies should have on Social Networks (taking into account that we are facing the most exponential word-of-mouth today): Listen , Learn , Respond , Share , Participate , Help … In addition, to these verbs, we must add the 4 “new” P’s : Passion , Perseverance , Patience and Proactivity . If we add a little common sense, success is within reach… Go for it!