Social media has established itself as a solid space in our lives, where we share our experiences, feelings, desires, aspirations and opinions.
We are 4.62 billion users worldwide (58% of the total population), who use social networks an average of 2 and a half hours each day.
In the case of Spain, these values are even higher and we are above the average, with 87.1% of the Spanish population using them (a total of 40.7 million people).
The importance for a business to be present on social networks
Given the power of the networks to attract users, companies and businesses have found a great asset in them. From a business point of view, social networks have become, metaphorically speaking, a beautifully lit shop window, located on a large avenue that attracts a large influx of people, who stroll daily, unhurried and curious about what is presented before them; and what's more, they are completely accessible to them regardless of their income and financial capacity.
This last point, also known as the democratisation of the use of information by social networks, has meant a commercial revolution for small and medium-sized companies. Being present on the different social platforms has been a springboard that has allowed them to access communication channels that have a large audience, without requiring a large financial investment. Unlike the barrier that advertising in media such as television, radio or the written press has always been for them, given their high cost.
All these reasons have made it mandatory for brands to be present on social networks. Having one or more commercial accounts to be able to publicize their range, present their new products, interact with users, offer one-to-one customer service and, why not, develop their own advertising campaigns, among others, has become essential today.
Professional use of social media has nothing to do with managing a personal account. It has its own particularities and tools, which need to be understood in order to optimize its use and achieve the objectives that the business in question has set itself (increase sales, increase the number of registered users for its newsletter, redirect traffic to its website, etc.).
Professional profiles specialized in the management and administration of professional social networks, such as community managers or social media managers , have become essential figures in the business world kuwait phone number search today , opening up a wide range of job opportunities for all those who love social networks , new technologies and digitalization.
Social media analytics is essential for professional development
The professional use of social networks involves a series of key elements for its good performance
Firstly, the development and implementation of a digital communication plan , based on the overall strategic plan of the business. This plan will be the roadmap to follow in all actions carried out on social networks. Among the information we will find in it, the following stand out:
An analysis of the situation from which the business starts
Defining the objectives to be achieved
The characteristics of the audience or public to which it will be addressed
The platforms (Facebook, Instagram, Twitter, etc.) that will be used
Types of messages to transmit
Resources available to carry it out
Etc.
Once this plan has been defined, the next step is to carry out a detailed planning of the content . This task will consist of scheduling the communication actions that will be carried out on the different platforms, as well as the theme of the content on each of them. There are different tools available to create this content, among which we can highlight storytelling , gamification or user experience (UX) and different channels to carry it out (wall posts, stories, paid advertising, etc.)
Measuring results is the key to decision making
As the communication plan is being implemented, there are a multitude of variables that measure the results of the actions being carried out. This is done essentially through three types of metrics:
Reach , which shows the number of people reached by our messages or the number of times the message has impacted someone.
Engagement , which reflects the feedback we get from our audience on the content we have published (likes, comments, etc.).
Activity metrics measure the degree of business participation in social networks. For example, the number of posts, the frequency of responding to users, etc.
Last but not least, it is essential to analyse KPIs such as return on investment (ROI) , a key indicator of the economic profitability of the commercial actions carried out. Its study will allow comparisons to be made and to identify, for example, which advertising campaigns work best, thus being able to know which audiences, types of messages, content, etc. are most efficient in achieving a certain objective.
Furthermore, the multiple measurement possibilities that social media platforms allow have allowed this indicator to mutate into other similar ones, such as the return on engagement (ROE) that measures the time invested in a conversation or in the different interactions that take place in a commercial account; the return on participation or the return on involvement that offer a more detailed view of the users' purchasing process.