Published on 23/09/2014
“If you are not on the internet, you don’t exist”. In the past few years and for most of the companies, this has been the motto to follow. First it was webpage creation and later network profiles. Either way, the question remains: is it really effective for all companies, regardless of their sector, to be online?
The answer is a definite YES. The advantages of the online world are endless.
Independently of the offered product or service, internet and social networks are a huge showcase. Therefore, their format is totally adapted to sales which, bottom line, is what every enterprise seeks. Potencial consumers have no physical barriers, so the purchase may be done anytime anywhere.
Secondly, social networks offer a very real, although not physical, proximity with the target. It’s more and more common for a user to want to be in contact with a company through their profile. Consequently, there are more and more companies who attend to requirements through networks.
However, this is a double-edged sword. The possibility to reach mass audience makes the companies more exposed to public criticism. All their activities, products and even their internal practices are liable to be commented on by internet users. One of the best things a company can do is to learn to deal with this and to have an expert keeping an eye out for this type of situations, as they might lead to a reputation crisis.
Thirdly, the maintance cost of this permanent catalogue (which can be constantly updated) is very low. Going further than webpages, networks offer a great deal of applications and totally free opportunities that enable not only the creation of interactive adverts, but also a constant flow of information that reaches their target public.
From this last application we obtain the fourth factor: the use of social profiles as information channels. One of the goals of communication is to make the company become an opinion model or, in other words, a primary source. The objective is for a company to have the position of an expert in the sector, a relevant position with respect to the competition, and to offer information of interest. Nowadays, one of the most clear evidences of this is a mention on Twitter. When a Twitter user finds interesting information on a company’s webpage, the most normal thing for them to do is to tell their followers.They will hence be creating a greater traffic and general acknowledgement about what the company is doing.
Laura Paredes, Account executive. Consume Products & Health Division