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Birds flying over the sunset
https://hootsuite.com/es/plans/free In many occasions companies overestimate the value of a good social media management, whether it is to position themselves on the top or to maintain and captivate clients with their online reputation. The lack of knowledge on the topic and miscalculating some of their actions in social media often get companies to make key mistakes. These mistakes can turn into troubles like staggered growth in followers, not interacting with fans or gradual loss of the fans you had. Here are the top 9 mistakes:   1. Not having a strategy You have to make a social media plan and think of some goals. For that purpose you must abide strictly to all the tactics and actions you planned for yourself. Don’t work aimlessly or you’re lost.   2. Lack of consistency May common sense guide you through picking the amount of publications you make every week. But make whatever amount you find are needed without saturating your timeline, the only thing you’ll get is unfollows. Pick content you know your audience will like and, most of all, with a constant rhythm. Your audience will get used to it. In fact, if you stop publishing and come back, you’ll notice it’s hard to pick it up again.   3. Not being a qualified professional Don’t be the smartass that uses social networks in a personal level and thinks they can do it professionally. Educate yourself, become a specialized personal that knows their trade better than anyone else.   4. Not caring about your posts It’s not enough to have an exceptional proofreading or your article being the best ever. You have to curate the posts, for example, by adding a catchy image—preferably yours—. If not, it would be ideal for the image to have a Creative Commons license. There are many image banks with this kind of license, there some very cool ones there. Besides, if you’re creating an event, a contest, if you’re using Facebook Ads, etc, make a creative post that grabs the attention. Not everyone has a designer in their staff so there are several small programs very easy to use, like Canva, that will help you make striking and powerful ads.   5. Not analyzing your statistics Whether it is weekly or monthly you must study and analyze the statistics your accounts produce. Just checking them won’t do, you have to seize them. A good analysis will help you know what’s working and change what doesn’t. Seems very easy but it’s really one of the more complicated steps. It takes time to understand them and they have infinite possible analysis. Don’t panic, use the useful interpretations.   6. Not answering the users Although many times a simple “like” to the comment can be enough, try answering to all of them. This way you’ll get more feedback and make your followers interact and participate of all your post, getting them to be more viral. It’s very important to have your own style (that you should have established already) in accordance to the brand you represent. You can use a closer or more formal tone. It also depends on your followers’ type. Find your tone and you’ll find success.   7. Not using tools If you’re starting out you may try to bite more than you can chew. In the long run (it you manage several accounts or networks) you’re going to need online tools to make all processes easier. With them you’ll be able to use your time in other tasks just as important as these. There is an infinite amount of tools, all very simple to use. For example: Sprout Social, Hootsuite, Buffer… some even have a limited free version to get you going.   8. Not having a backup plan  It is necessary to have a backup plan for social networks that will help you manage the online reputation for your brand in the hardest times. Many companies lack these kinds of plans and when the time comes they really regret it. Study the company’s weak points and have your plan near you at all times, because everything happens very fast on the internet and when you least expect it. We have a  guía de Vilma Nuñez on the subject.   9. Not trying or experimenting Try new things. Change activities, type of posts, display, tone, and schedule… don’t be afraid to innovate, to put your ideas into practice (as risky as they seem). Use all your analytics and all that useful information they give you. Don’t get discouraged, you’ll find the formula (it is never that big of a secret) Starting out is always complicated, but we can ensure you that if you’re consistent, organized and you optimize your time you’ll reach your goals. There are infinite possible mistakes you shouldn’t fall for. If you think about any, please share it with us   Main photo: Johannes Plenio
¿Qué es y cómo aumentar el engagement en las redes sociales?
What it is engagement? It’s one of the many Anglo words which have ended up in online marketing. In this case it refers to the commitment or relationship that establishes a brand with its users or target audience and whose ultimate goal is the sale of products or services. The engagement is what makes your community be loyal to your brand after consuming your products or services. That is, the user stays with you because he wants your content, he wants to participate, and it’s interesting what you do and what you share. There is a link, a connection ... Como on, there’s a feeling. For example, imagine that one day you stay with someone who attracts you at first glance, this person takes you to dinner to a very cool place, you have not seen anything like this, everything is so cool; then this person takes you to a concert by a group you have never heard before (although you think you have some musical culture) and you love it, and so on all night long. Come on, you're waiting for the next step with enthusiasm. And so every day, not every day is just as exciting but overall you’re interested in what this person offers you. You like the story right? Then you also have to do your part. You must interact in conversation, you can say what you like or what you would improve. You are a prosumer, however this relationship has captivated you. I’m sure you’ll end up buying the offers? Well, engagement in something like that. A first action of marketing attracts users to make the first purchase but we must keep the engagement so that users continue buying. How can you get more engagement?  You have to divide your strategy to focus both on the interactions with the audience and on the actions that will improve the quality of the published content. Logically, you need to know the target audience of your brand. And I mean, really get to know them, analyse them profoundly, find out what they like, their habits and lifestyles, every single detail will help you. Talk to your community clearly, create conversations, let the debates flow freely but also take the lead and participate in them. Respond to all the questions and support their feedback. Encourage the audience to create content in which your brand is present and reshare it in your social media. A bidirectionality in the conversations creates stronger relationships and makes your brand more human. In other words, makes it seem as if there is someone behind a company whose only objective seems to be to sell. Create and post the content that is inspirational, interactive, original and authentic, that provokes reflections. Ask questions and get to know the opinions of your audience. Publish something that appeals to them, that is useful and that they would want to read. It is quite a complicated task, considering how fast the user moves on the Internet, but can be achieved with a bit of patience. Provide widgets or plugins so that the content that has cost you so much to create can be re-shared easily and hopefully becomes viral. Don't forget to analyze the most successful publications on your social networks. Track progress and evaluate results to see if what you're doing works the way you wanted it to. How can you measure engagement?t It is very difficult to measure a commitment or a feeling, but basically what we do is to calculate the rate or Engagement or Engagement Rate (ER) First we will make a summary of all interactions of social media: Facebook: Number of I like, comments and shared Twitter: Number of favorites, retweets and answers Then we calculate the formula ER 3 denominators different depending on what interests us: 1. Impressions or scope Interactions / impressions: number of times a post has been seen on twitter x 100  Interactions / reach: number of people who have seen your post on Facebook x 100  This shows us the ER according to people who have seen our publications. It’s best used in large communities, especially where you have to pay. The disadvantage is that it can only be used for accounts that we manage, that is, we will not know those of our competitors. 2. Fans or followers Interactions / facebook fans x 100 Interactions / followers on twitter x 100 It shows us the engagement generated according to our fans, so we can know them even if we don’t administer those accounts. But this way we do the conversion according to our fans, no matter if they have seen us or not. 3. weighted Interactions / impressions or scope The weighted interactions are calculated: For example in twitter (favorite number) x 1 + (number of responses) x 2 + (number of retweets) x3 / impressions or scope This formula makes no distinction based on interacting conducting the hearing, it is more accurate but more expensive. What to choose? Depends for more detailed reports 3rd, to meet the competition engagement the 2nd and 1st for routine analysis. If you want more detailed information see the great post of Martin Paz.   Conclusion To get more engagement there are many ways and certainly is not easy. Basically learn to listen, observe and talk with your audience is a good way to start creating more ties "emotional" with your community. And of course no matter the quantity but the quality of our relationships. Our users are many or few, but make them be faithful.   Main photo: Rodion Kutsaev
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