Not all channels serve the same purpose, and not all companies are interested in being on all channels. “It depends on the brand and/or product you want to launch to define the tone of the message and the channel you want to go through,” he says. Sea of ​​OjedaCEO of online marketing agency Emred (

Compete with the big ones

The great advantage of having a presence on social networks is that small and medium-sized companies have a chance to compete with large companies. “They allow you a high level of personalization and individual connection with potential customers,” he says. Javier BuronCo-founder and CEO of Twitter marketing platform SocialBro (

But should you be on all of them: Facebook, Twitter, Linkedin, YouTube, Instagram, Google+, Pinterest, Vimeo, Tumblr, Flickr, WhatsApp, Line, DailyMotion…? “The first thing your company should do is define why it wants to be there, ie what your business goals are, and not do it just because your competition is there. Ask yourself if you want to contact prospects to get leads for your business so people will listen to you more… Then analyze where your audience is. If the majority is on Facebook, on Twitter… you should be there,” Burón recommends.

“These are media that work on a bid basis. And everyone can access it, big or small. Another thing is knowing what and how you want to compete,” he assures John DominguezFounder and CEO of ADTZ (, partner of Facebook and Twitter. The ‘funny’ thing about the networks, he says, is that it’s a different kind of marketing than traditional digital marketing: “It’s not based on anonymous cookies like traditional online advertising does, but rather targets specific people, that are identified and of which we know specific things. Many companies use them to generate sales.

Measure, measure and measure

Another advantage is that everything can be measured with the precision of a surgeon. “You have stats that you can use to measure whether your results are going in the right direction. You must interpret them well and change strategy if you see yourself drifting away from your goal. Depending on the type of campaign, a breakdown of the tweets/posts with the most visits can be made, classified by type, days, months; how many new users are following us; how often users see the ad; the number of clicks; the cost of each action, etc.,” emphasizes De Ojeda.

Another advantage “is that you can start with it little investment, even with free tools. However, if you want to scale quickly and reach a wide audience, there are no free tools that can handle and process so much information,” says Burón.

Hi? Anyone there?

The most important thing when defining a network marketing campaign is the goals. “One thing is to generate a brand image, and another, more tactical goals, like increasing the number of your followers, driving traffic to your website, attracting more contacts, etc. Define your goals, you have to set the goal know about your action. Is your target group private individuals, end users or sales managers of companies? This will narrow down the campaigns and which networks you should be better on,” he explains Sea of ​​Ojedaby Emred (

What is each network useful for?

This expert says: “Twitter is very viral, but also perhaps the most volatile network in terms of content. It is commonly used to expand the network of followers, retweet content, and engage in conversations. Facebook is designed for branded content. We use it with fashion brands, for uploading looks, brand news and increasingly also as sales support. But it is not a social network where direct sales are generated. The sale is a consequence of previously generating a brand. LinkedIn is designed to capture the professional community, companies, job seekers… This is where content creation is important. Participate in discussions, forums, groups. Instagram has hit hard and of course, for generating desire, discovering brands and entering with the eyes, it’s unique. It does not generate direct traffic on the web, but positions itself with values ​​and keywords, facilitating navigation and satisfying curiosities”.

First of all, the planning

“The success of a campaign in any network lies in the planning. It is necessary to try different formats”, says Juan Domínguez from ADTZ ( In his opinion, Facebook and Twitter are relatively similar. “For example, if someone downloads and uses an app, both work very well. But to sell items through e-commerce, Facebook is more evolved.”

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