Knowing which social platforms are the right ones to implement in a project or business depends on many variables.
Because not only should the functionalities and types of audiences of each platform be considered, but it is also essential to value the capabilities and disciplines to use and enhance them.
Because the goal is to create groups of followers that access my publications, interact and share my content.
Before analyzing the most popular social networks in Mexico, I must warn that, before publishing anything, it is advisable to have a concept, what you want to offer, a brand.
The topics you want to share, define the frequency with which it will be done, what technologies will be necessary to produce the content, and the main thing: which audience or audiences you would like to reach.
To give an example: If what you are going to do is to publish a blog on a website aimed at local people, you may only need a text editor and know how to manage the blog.
But what if you want your blog to be optimized for search engines, such as Google and Bing, to contain several images, external links to the references you want to cite, internal links to motivate people to visit more of your own content; and you also want to share on your Facebook Fanpage, your LinkedIn business profile and be aware of the comments on each of them and know how to respond.
Things are getting complicated.
This is not meant to discourage, but rather to give a clear perspective of what it means to manage social networks.
- Generate information of value
- Discipline to generate and publish content
- Understanding how to grow your audience
I will discuss this in more depth in a future article. Now, let’s talk a little more about social media platforms.
In Mexico, according to Hootsuite and WeAreSocial, in January 2020 we are 89 million Internet users who use social networks, with a penetration of 69%.
There are 114.3 million mobile connections, representing 89% of the population.
Mexico is the seventh country in the world where the most time is spent using the Internet: 8:21 hours.
Social Media
Social networks offer businesses ways to stay in touch with their audiences.
This is central: people use social networks for matters of their interest, and there are networks that are broader in user profile, such as Facebook, and others that are more focused, such as Instagram for young people and LinkedIn for professionals and entrepreneurs.
One of the initial points that applies to almost all social networks is that they position your name, or that of the company. Search Google, and chances are that the name you searched for also appears on LinkedIn, Facebook or YouTube, to say the least.
But you have to be careful what you publish.
- Is it interesting?
- Is it useful?
- Is it fun, whatever…
Because people today value first and foremost the ability to convey valuable information. Not being harassed with sales, with the same old hollow words and self-praise. “Market leaders”, “The best choice” and worse.
Without a doubt, it is the most used platform in the world, with 2,449 million users, and it is not only used personally, but also in business.
On Facebook, companies can install a means of direct communication, through the Messenger of their fanpage, and keep up to date information on services, products or testimonials from customers or the same work team.
A lot of companies and businesses have conversations with prospects and customers, being friendly and nurturing them with information, creating a relationship, a digital relationship, that at some point can turn into a sale or a recommendation.
According to BRANDON GAILLE, some advantages and disadvantages of Facebook for business are:
Advantages
- It’s an easy way to start generating sales.
- It is not expensive (neither are the ads).
- Relationships are easy to build to improve local sales.
- Your company can be tagged by your brand ambassadors.
- You can promote specific products, even if they are only digital.
- The results are very easy to measure.
- All types of media can be used
- The profile system in the advertisements is very specific.
- You can stop your ads at any time.
Disadvantages
- It is difficult to connect with users who are not interested.
- The advertisements are based on auction mechanisms.
- Daily dedication time is required.
- The amount of spam can be incredible
- It is difficult to create business groups on Facebook.
- You have no control (Facebook rules do).
- It is difficult to detect fake profiles.
- All your articles are public.
The platform has seen astonishing growth recently. HubSpot reports that Instagram went from one million subscribers in 2010 to more than 1 billion in 2018.
Now, why use Instagram for business?
Instagram has 25 million registered businesses, and $7 billion was spent on advertising last year.
Some brands don’t use Instagram, because they think they have nothing to post, and that may not be a good decision. Every business can have good images to post. As we mentioned at the beginning, if you have good planning, Instagram can also be an avenue of exposure for your company.
And some of the points to consider to have a business profile on Instagram would be:
- Customers expect it.
- It is a sign of trust.
- You can be tagged (and increase your reach).
- You have the possibility to label and sell your products.
- Your profile can be linked to your website.
- It can be part of your positioning management on Google, Bing and Yahoo!
Instagram is more popular with younger users, 67%, but there has also been an increase in people over 50 years old (24%).
In Mexico there are 22 million Instagram users, which opens the possibility for businesses to create valuable and fruitful connections.
The social platform dedicated to professionals and businesses. According to Social Media Today, LinkedIn is one of the fastest growing networks among small business owners and entrepreneurs (in the US).
One of the main reasons why we suggest that every person in your company, and your company itself, have a LinkedIn profile comes back to a test: if you Google a person’s name, and they have a LinkedIn profile, they will appear at the top of the results. This is already a big step.
On the other hand, LinkedIn offers a wide variety of options for the professional information to be shared. From basic data, to previous jobs, studies and certifications, skills and abilities, interest groups and others.
It’s like a resume with vitamins.
People, when they find a profile on this platform, can form a criterion of you and your company, as well as of what you have published.
The following are some of its advantages
- It enhances making publications viral.
- Improves search engine positioning.
- The atmosphere is professional.
- LinkedIn Pulse, the blog linked to the profile.
Some disadvantages
- Ads are expensive
- To access more profiles you must subscribe (ranging from 29.99 to 119.95 Dlls).
- Spam risk.
- It is necessary to devote time to it.
- Interaction is more limited compared to other platforms.
YouTube
This is a video sharing website.
It has more than 2 billion users, and is the second most used platform in the world, after Facebook, although in Mexico it is the third, after WhatsApp, with 82%.
The advantage of video is unique, you have direct contact with the information or the person transmitting it, it generally has images and sound, you can watch it whenever you want, pause it and continue it or simply save it to watch later.
YouTube was created in 2005 with the purpose of sharing videos, but today it has become an archive to save favorite videos, songs, classes, as well as a site to promote products or services.
The term viral, which is so common today, sometimes refers to a video that was liked so much that it was shared by a large number of people by all possible means.
Now, for businesses and organizations, doing so could bring them many benefits, and doing it very well would enhance their growth.
Starting to publish on YouTube is more complex, but not impossible, and it is a great opportunity to become known and grow.
It’s not going to happen overnight. But consistency pays.
Advantages
- Increase brand awareness.
- Potential to be easily shared and go viral.
- Enhance sharing in networks.
- Improve rankings in Google and other search engines.
- There are no extension limits.
- It’s free.
Disadvantages
- One has to fully produce the content.
- More complex than Intagram.
- Doesn’t guarantee positive results.
- Can take a long time to grow.
- The ads are very annoying when your account is free.
Closing
Social media is an important business issue. In some sectors, especially in Latin America, it is believed that anyone without knowledge and experience can do it successfully.
Nothing could be further from the truth. Having an adequate presence in the networks requires a certain understanding of marketing, design, writing, photography and video, journalism and programming in some cases.
In addition, previously program how many platforms will be used, define your publication calendar and who will be the people responsible for interacting with users, to keep them attentive, answer questions or respond to objections.
It is not to say that it is impossible, but rather that the possibility is generated because all the elements are harmoniously coordinated to generate audiences that follow us because they are interested in what we say and how we say it.
