Are social networks useful for companies?

Added to the small level of influence that social networks have on consumer purchasing decisions there is also the ever latent danger posed by situations where communication can seriously damage the company's image.

Tuesday, June 24, 2014

According to a recent survey by Gallup Inc. published by The Wall Street Journal "... a clear majority of Americans say that social media has no effect on their purchasing decisions. Although a lot of companies are conducting aggressive marketing campaigns in social media, 62% of respondents in the U.S. say Facebook and Twitter, among other sites, have no influence on their decisions to buy products. "

The whirlwind surrounding social media communicators and the general public, often generates emotions that prevent a cold and careful analysis which businesses need to make regarding these forms of communication.

One example is an unfortunate comment made by the Head of Press of the Presidency of Costa Rica, who with a supposedly funny comment posted on her Twitter account about the former presidential candidate of the opposition National Liberation could have created a serious political conflict.

More on this topic

Twitter not useful for Businesses

February 2014

"Users of the microblogging network do not represent real-world consumers ."

Although the network has now reached 230 million users, experts are warning that they are not a fair sample of the population to which companies want to target their advertising messages.

"Twitter is a place for people addicted to their digital devices, who are terribly worried about missing out on the latest tweet by Edward Snowden and are faithful believers that the world is interested in reading all of their publications.

Does Your Web Investment Give Returns?

August 2011

Measuring results is essential in order to check whether your online communication strategy is successful and profitable.

Accurately defining goals for internet investments and then measuring and analyzing the results of the traffic that company’s web sites record is vital in ensuring the success of that investment.

Social Networking Advertising Does not Attract Users

June 2011

According to research by the consultancy Mintel, more than two thirds (66%) of social network users say they rarely pay attention to ads on these sites.

More than half (56%) say they dont like buying products they have seen advertised on social networking sites - suggesting that brands have to go beyond paid advertising to influence consumer purchasing decisions .

Digital Advertising Growing in Guatemala

December 2010

Attracted by its effectiveness and how easy it is to measure the impact of advertising targeting markets, as well as its relative low cost, advertisers increasingly use digital media.

While traditional media continue to lead in advertising investment, in Guatemala the portion of the budget devoted to online media - websites, social media and mobile devices is growing, reaching about 10% of the total, noting that the country is following the trend of developed countries, where even the reign of television as the premier advertising medium is being challenged by the Internet.

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