Social Media in Times of Crisis: Invest to Win

As much good that can be thought to have reacted to the global crisis, complete with its exponential growth in Internet access, the truth in many brands are still wary Latin America about investing in social media or not. In normal times of crisis is to cut costs, but which is not helpful for any brand, here or anywhere on the globe, is to cut in areas vital to business advertising or soliciting clients, both of which have been energized Thanks to extensive use of social networks.

The statement that "in times of crisis should increase publicity" (and the contact via social networks) though obviously not necessarily shared by clients. When a company starts having financial problems the first thing cut is the marketing budget, which is a big mistake, because the best way to increase sales is showing the consumer, and the more the better. Advertise is a good strategy for the crisis affecting the company as possible. If a brand is more present than the competition ... Who will sell more?. Incredibly, some people still do not see social networks as the best advertising investment, and even seems an unnecessary expense.

At the end of the day is a very simple equation: if a brand is not advertised nobody knows, and if nobody knows it does not sell. Today we want to emphasize why social media is an indispensable ally in times of crisis and how this medium can benefit brands, serving as a bridge between communication strategies and target audience.

While experts feel that the communication has been lost 2.0 total control over the mark, since the consumer has the power to speak well or ill of the brands, the advertiser must now get used to hearing negative things about your product and find that when the consumer speaks, the message is perceived as more credible considerably compared to other forms of advertising. You should also see the positive in the speed with which social networks can expand the news, as well as the ability to communicate directly with potential clients and consumers.

This "open up a Facebook page, sell and ready" does not work. In times of crisis, brands must avoid arrogant or distant communication and be more honest than ever, be consistent in its branding and show their emotional side. A good brand management on social networks, ultimately, can only result in greater contact with our customers and therefore a positive positioning of the brand.

In times of crisis and when in doubt to invest or not, brands must take into account:

Change of perspective: facing the challenge of participating in social networks. It may not be easy but the challenge may be a motivation to do the best possible reorient the budget: highlight only focused on how good we are and focus on discovering and meeting the needs of our customers Take full advantage of new technologies : experimenting in order to present an innovative way but close. It is not easy but possible. Make a special emphasis on statistics: their analysis may provide answers on how the brand is perceived and how to improve

Moreover, it is important to integrate the online activities and offline actions, as both aim to attract and convert customers. Brands must understand that while social media can be a slightly cheaper alternative to traditional media is in the mix where success. It's amazing that many brands have their place in the web 2.0 will not exploit it properly even dissociating the public caught in the web of the captured through printed publications, for example. There are even brands that manage different messages in each half, thus losing the opportunity to open or convert to marketing this new marketing where the message is not sent unidirectionally but may shape the participation of consumers with their own likes and Comments can give strength to a brand or make on the spot.

Perhaps the lack of investment is more a question of fear of the unknown, fear of the reaction of consumers, lack of education about the power of social networks, not knowing the answer to the famous question "how to recover my investment when I invest in social media "or simply because they believe their presence in priority web 2.0. Whatever the reason is obvious that brands must focus on social networks as an effective channel and enriching contact with their customers and should be part of the marketing mix that sounded. Without a doubt.

How close is that the marks they think social networks are a fad or will only invest when they see your competition has certainly paid off to stay behind and quite possibly lose a good opportunity to maintain contact with their audience. Even his delayed reaction may be even more costly to reverse than daring and web 2.0, a medium that does nothing but empower brands but do not hesitate to act. No matter what happens with the economy, keeping in touch with our consumers should be a priority.