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Desafios e Estratégias de Marketing em redes sociais
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Cada vez existe mais troca e partilha de informações, potenciada pelas redes sociais. Com as pessoas ligadas na rede, é fundamental que as marcas e empresas apostem numa presença digital, com uma imagem que as identifique e marque a posição no mercado.
Através do Facebook e Instagram, e das suas funcionalidades cada vez mais evoluídas, as marcas conseguem comunicar para os utilizadores destas redes e, definindo estratégias, alcançam uma maior notoriedade e credibilidade junto dos consumidores/utilizadores e/ou possíveis clientes/fãs.
As comunidades virtuais devem, por isso, ser geridas de forma consciente e responsável. O gestor da comunidade das redes sociais deve fazer o planeamento eficaz que vá ao encontro, em cada momento, das necessidades da marca e dos objetivos por ela traçados.
Atualmente existem uma diversidade de estratégias de Marketing a serem exploradas, como os ChatBot em Messenger, softwares de inteligência artificial capazes de dar respostas automáticas aos utilizadores, depois de programados. Esta ferramenta potencia a relação e torna a comunicação, entre a marca e o utilizador, instantânea.
O uso de Influenciadores Digitais, termo aplicado às pessoas, que pelo status têm poder de influenciar os seguidores, é uma forma orgânica da marca atingir grande visibilidade, através de publicidade indireta. Uma estratégia muito usada atualmente, potenciada pelo aumento do número de utilizadores no Instagram.
No crescimento orgânico dos fãs nas páginas das redes sociais é ainda frequente a realização de passatempos, com oferta de produtos ou serviços. Esta é uma estratégia que promove o envolvimento da comunidade e se for bem conseguida tem potencial para aumentar o contentamento com a página, sendo que em termos práticos pode ainda aumentar o consumo de produtos da marca. Este método, porém requer algum controlo para que não aconteçam fraudes ou erros na atribuição de vencedores, o que se acontecer, pode significar a perda de fãs ou suscitar dúvidas quanto à marca.
Each time there is more exchange and sharing of information, driven by social networks. With the people connected in the network, it is fundamental that the brands and companies bet in a digital presence, with an image that identifies them and marks the position in the market. Through Facebook and Instagram, and its increasingly evolved features, brands can communicate with users of those networks and, in defining strategies, gain greater visibility and credibility between consumers / users and / or potential customers / fans. Virtual communities must therefore be managed consciously and responsibly. The manager of the social networking community should make effective planning that meets the needs of the brand and the goals it establishes each moment. Currently there are a variety of marketing strategies to be explored, such as ChatBot in Messenger, artificial intelligence software capable of giving automatic responses to users once scheduled. This tool enhances the relationship and makes the communication between the brand and the user instantaneous. The use of Digital Influencers, a term applied to people, which by its status has the power to influence followers, is an organic way of achieving great visibility through indirect advertising. A strategy that is widely used today, driven by the increase in the number of users on Instagram. In the organic growth of fans in the pages of social networks is still frequent to carry out giveaways, offering products or services. This is a strategy that promotes community engagement and, if successful, has the potential to increase contentment with the page and, in practical terms, can further increase the consumption of branded products. This method, however, requires some control so that fraud or error does not occur in the attribution of winners, which can mean the loss of fans or raise doubts about the brand.
Each time there is more exchange and sharing of information, driven by social networks. With the people connected in the network, it is fundamental that the brands and companies bet in a digital presence, with an image that identifies them and marks the position in the market. Through Facebook and Instagram, and its increasingly evolved features, brands can communicate with users of those networks and, in defining strategies, gain greater visibility and credibility between consumers / users and / or potential customers / fans. Virtual communities must therefore be managed consciously and responsibly. The manager of the social networking community should make effective planning that meets the needs of the brand and the goals it establishes each moment. Currently there are a variety of marketing strategies to be explored, such as ChatBot in Messenger, artificial intelligence software capable of giving automatic responses to users once scheduled. This tool enhances the relationship and makes the communication between the brand and the user instantaneous. The use of Digital Influencers, a term applied to people, which by its status has the power to influence followers, is an organic way of achieving great visibility through indirect advertising. A strategy that is widely used today, driven by the increase in the number of users on Instagram. In the organic growth of fans in the pages of social networks is still frequent to carry out giveaways, offering products or services. This is a strategy that promotes community engagement and, if successful, has the potential to increase contentment with the page and, in practical terms, can further increase the consumption of branded products. This method, however, requires some control so that fraud or error does not occur in the attribution of winners, which can mean the loss of fans or raise doubts about the brand.
Descrição
Palavras-chave
Redes sociais Marketing ChatBots Influenciadores Digitais Social Networks Digital Influencers