Posicionar una empresa en las redes sociales - Beople
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Posicionar una empresa en las redes sociales

marcas posicionamiento redes

Posicionar una empresa en las redes sociales puede ser muy fácil, pero también se puede complicar si la marca no está dispuesta a realizar ciertos cambios. En las redes sociales el ritmo y el lenguaje es muy diferente al de los directivos de la empresa, es por ello que antes de lanzarse a una social media strategy hay que abrir la mente a nuevas oportunidades y visiones de negocio.

Tipos de marca según su contenido en las redes

Según la estrategia que siga cada marca, podemos identificar 4 tipos de empresa en las redes sociales:

1. Empresa 1.0: utilizan las redes como difusoras de notas de prensa, emiten contenido (a veces banal), sin personalizar ni modificar, tampoco esperan respuesta a sus acciones.
2. Empresa vendedora: su único objetivo es vender, por eso publica ofertas diariamente, sin pensar en la propia herramienta que les facilita la red social en el proceso de la venta.
3. Empresa mal posicionada: sus intenciones son buenas, pero su posicionamiento es equivocado (puede ser por falta de objetivos o por una social media strategy errónea).
4. Empresa bien posicionada: el contenido que la marca difunde por las redes es de calidad y aporta valor, con unos objetivos claros y dentro de la estrategia global de la empresa.

El objetivo último de un buen posicionamiento no es conseguir miles de fans, sino crear una comunidad de calidad, con una relación estrecha con la marca. Es por eso tan importante un buen plan de contenidos y un content curator en este proceso.

¿Cómo aportamos valor al contenido?

Tras definir los objetivos y crear una estrategia para un buen posicionamiento, hace falta que nos centremos en crear un movimiento definido y creemos una conversación que de valor a nuestro contenido (que sea coherente con los objetivos de la empresa, que sea de interés para el público objetivo, etc).

Los valores a tener en cuenta para crear un contenido atractivo son:

– La afinidad de los seguidores con la marca
– La memorabilidad de la marca
– El deseo de compra de los productos
– La recomendación y viralización de la marca
– La conexión marca-cliente-seguidor

Recordamos que la marca no debe hablar en exclusiva de sus productos, sino crear una referencia sobre temas relacionados. Por ejemplo, una empresa que construye casas no tiene porqué hablar sólo de las novedades en cemento o en herramientas, debe llegar a ser un blog de referencia en cuanto a ahorro de luz, medidas para rebajar la humedad en un hogar, seguridad de una casa, etc.

Por Beople

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