Social networks are an effective means of communication, both for individuals and businesses, is the conclusion drawn from a study by the Marktest Group, entitled Portuguese and Social Networks 2013. Mainly for brands represent a unique contact channel, because “in a quick, enveloping and dynamic way, they can interact with their consumers”, as indicated by the research.
This situation allows organizations to have the opportunity to measure the influence they have on their target audiences, “so a special attention to these sites allows to adjust communication and dissemination strategies that minimize any weaknesses,” reports Marktest.
The study also reveals that 95% of Portuguese have an account on the social network Facebook and 39% on YouTube, as well as Google plus + (34%), LinkedIn (31%) and Hi5 (30%). Instagram is the revelation, because it is the sixth favorite for the Portuguese and the ninth in penetration. As for users and brands, the study indicates that 66% follow companies and 17% consider that to be a fan of a company on social networks influence the buying decision. Therefore, it is essential to have a presence in these media.
But the reality is different. According to the study Using of Information and Communication Technologies in Companies, conducted by the National Statistical Institute of Portugal, only 36% of Portuguese companies used social networks in 2013. Also, large companies of the PSI20 had a “zero rating” about the presence on this type of media, according to a report presented by the KW Digital agency.
In this era where content is king, you must know well each of the social networks to find out what information to place in them, based on the nature of each business and, in this sense, to reach the public effectively. Direct contact with customers is a delicate matter; however, is a fact of “life or death” being aware of the relationships with fans or followers and to respond, timely and accurate, to the doubts and inconveniences caused.
In summary, it is now necessary to be present in social media. Thus, it is essential to know what the best ones for each business are and how to use them, in order to brands can maintain a steady and attractive communication with customers.
[photo credit: Jason A. Howie]
