Transparency

Online communication is multifaceted, meaning that companies must understand that their pages won't only receive praise and kind messages. Knowing how to manage criticism, responding to it whenever possible and necessary, and resolving problems directly through social media helps solidify the brand.“In the current era, reputation is the most valuable currency. Transparency has never been more absolute than it is now.”says Giardelli.

Attendance (Less is much more)

Maintaining a consistent posting frequency is important, but the quality of the message cannot be neglected. Filling the timeline with unappealing information can be detrimental to the brand.“Pages with more posts gain relevance on social media when it comes to appearing in users' feeds, and they also age very quickly. It's also important to pay attention to the times when your audience is most active.”Waengertner states.

Interactivity (Engagement)

Interacting with the user is fundamental to the success of a page. Through messages that encourage responses and shares, or even by conversing with followers directly on the page, the company can get closer to its customers and even create a more human image.“Reciprocity is a very prominent concept in the digital age, and people like it.”says Giardelli.

Creativity

Differentiating yourself from other pages through creative interventions can draw users' attention to your brand. Using humor, social responsibility, and even everyday themes in the page's content yields excellent results for the brand.“Creativity is about breaking free from routine and bringing what's offline into the online world. It's about transforming thousands of followers into thousands of consumers.”Giardelli states.

According to Waengertner, humor is a good way out, but it shouldn't be the only one.“Creativity shouldn't be used solely for that purpose; creative thinking should be geared towards meeting the client's needs.”

Current Affairs (Avant-garde)

Staying up-to-date with current events and the most profitable formats further enhances the page's reach. Knowing how to interact with all platforms and being connected to new possibilities that arise all the time means being one step ahead of the competition.“It's important not to do things just for the sake of doing them, but to think about a context that makes sense so as not to lose relevance or stray from the brand's established objective.”says Waengertner.

Focus

There are countless options for social media To create company profiles, quantity shouldn't compromise quality. Each media platform has its own particularities, and they shouldn't be treated, much less fed, with exactly the same materials and formats. It can be the same information, but presented differently.“Each social network It's a showcase, so they should all be organized according to their characteristics.”Giardelli states.

Language (For, You, Also, Go there)

Defining a way to communicate with the audience that conveys the essence of the brand is one of the first actions a company should take. To facilitate this, the company can create an editorial line that ensures posts follow the proposed language while remaining interesting to the audience.“The content in social media It's becoming increasingly visual and concise. The big challenge is to be simple without being simplistic.”says Giardelli.

It's important not to forget that brand image is essential to avoid mistakes, according to Waengertner.”Pay attention to your DNA and work on that.”

Define your target audience (Segmentation)

The search for the target audience in social media It must be empirical, that is, it must be felt in the day-to-day use of the pages. According to Waengertner, personification can help in defining the target audience. "Representing an entire group through the image of one person facilitates analysis and the creation of strategies for the pages."“

The tactics used will not always attract the desired consumers at first, but mistakes can lead the company to discover potential customer niches.“This search must be something empirical. It has to be done, adjusted, done again, and so on.”Giardelli states.

Measurement (Monitoring)

Many companies focus their attention on the numerical aspect – they only worry about the number of fans, page reach, and follower engagement. However, some of these companies forget to analyze other data: cost savings provided by the social network, the number of problems solved through the page, and even customer loyalty on digital media.“We are in a place where millions of people get lost in the size of the network, so the most important thing is to create a good relationship program.”says Giardelli.

Keep an eye on the competition. Don't copy the competition.

Monitoring what competitors are doing on their profiles helps to understand their strategies and even anticipate their market moves. Observing companies abroad, even if they are not competing for the same customers, can help in generating new ideas for interacting with users.“Unfortunately, in Brazil, all the competitors are practically identical. Innovation is needed.”Giardelli states.

Create usage policies (House Rules)

If necessary, a page can create a terms of use agreement without compromising the freedom of the social network. For example, a simplified and visible usage policy can prevent profanity, spam, and advertisements.“It is also the company's duty to teach the public that freedom is not synonymous with libertinism.”Giardelli says. Waengertner further states that these policies cannot stray from common sense. 'If you create too many controls, it can harm and render the strategies unfeasible.'"“

Managing crises on the network

Many companies stumbled at the beginning of... social media and they take a long time to understand them – which ended up hindering the pursuit of innovation. This, however, cannot influence the issue of managing complaints and problems that arise via digital media.“By identifying harmful situations early, we prevent adversities from becoming huge problems.”says Waengertner.

According to Giardelli, concern for user feedback is fundamental, however, the focus should not be solely on it.“Value those who love the company the most instead of those who are already disillusioned. Write more 'thank you' and fewer 'sorry's'.”

Source: istoedinheiro.com.br