Does my company have to be on all Social Networks?

Posted by Md Khann on December 1st, 2020

The answer is 'IT DEPENDS', and that is that not all social networks are suitable for all companies or businesses, but it is necessary to analyze a series of variables before launching into social media and/or digital communication. Not all social networks will serve to promote, publicize or sell our product or service, since the profile of the user who uses them, their interests, etc., will define the ecosystems of each of the networks.

Currently, there are as many social networks as there may be communication needs, well oriented to personal use (Quora, WhatsApp, Line, Viber, Tripadvisor, ...), to a mixed-use ( Facebook, Twitter, YouTube, ...), or exclusively dedicated to the professional field ( Linkedin, Salesforce, Info jobs, ...). As of today, according to the map prepared by ideas (world map of all social networks), an annual map and promoted by the Ibero-American Congress of Social Networks, it is necessary to have at least 10,000 active users to be a Social Network, which means that there are thousands of networks, although only some can really be considered true social networks, by the number of users, but especially by the web traffic they generate (this is the volume of information shared in them, and that includes any of the elements that can be shared, from text and images to videos, documents, and any imaginable format…).

In the case of the agri-food sector, the situation changes a lot with respect to other sectors, since the diversity and heterogeneity, not only of products or services, but also of sizes, make the strategies and management of social networks change radically (not It works the same for companies such as the Unilever, Danone or Nestlé group to name some large companies in the food sector, as in other types of smaller companies but still with an interesting size such as COVAP or Grupo FRIAL, or in a canning company of anchovies gourmet, factory microbrews, an ecological farm or agricultural services company ...).

This means that the possibilities are many and very different depending on the case, but of course, the strategies, and therefore the use of one or other smm panel, will be marked in addition to this factor, by other variables such as the type of product/service of the company, available budget, ability to sell directly to the consumer, content of interest to the audience present in social networks, and many others (it is not the same to sell organic oranges, visually attractive product, which may have a family history and tradition and It can be sold directly to the consumer that extruded food in bulk or going to the extreme, professional veterinary services for livestock ...).

In the case of SMEs in the agri-food sector, based on the fact that the availability of personnel is usually lower, tight budgets and social networks in many cases are not even part of the marketing and communication plans, inclusion in social networks It should be done progressively, analyzing which of the available social networks will adapt better, which will require less maintenance, which will generate greater possibilities of direct sales, etc. But above all, it will be important to have specialized advice from companies that allow the entrepreneur to choose the best alternatives and solutions based on the type of company, product, or interests with regard to 2.0 communication.

Once the situation has been analyzed, and the presence of the product or service in question is convenient for the company in the SMM panel, it is necessary to choose which social network or networks… in all? NO, never, you always have to know how to choose, and concentrate efforts on those that we think will be more profitable in view of the global objectives of the company (to be known, direct sales, customer service, recruitment of employees ...).