How do you see the dynamic between companies and social networks in the coming years?

[subornaakter20]

TH: In relation to the operation and routine for participating in networks, less is more? How do you basically plan a client's actions?

Arnold Oliveira : A client's social media operation routine is a complex process that mixes several areas and groups, in addition to prior communication planning. The practice of "less is more" can be applied in the process to make everything more agile and effective. In other words, it doesn't mean doing little, but rather working efficiently and making better use of available resources. Basically, I work with action planning for clients on social media through the insights of the clients themselves... my clients! In social planning, "monitoring" is the main support tool for creating actions. Knowing what people are already saying about the company, brand or product and planning an action or conversation with them based on topics that are already part of their daily lives is the most correct way to generate presence. Trying to force a conversation with someone who doesn't want to hear what you want to say is very difficult, while talking about topics that are important to that person makes everything easier. And, above all, more natural and human, clarifies Arnold Oliveira .

TH: In terms of people management, how are the accounts for the team internally distributed? Is it necessary to carry out a prior evaluation of the client's proposal in order to know their professional profile?

LZ: Sometimes, people management becomes more important than profile management. All the work that is shown on social media comes from strategic planning, of course, but it is the daily use that will generate the effectiveness of everything that was defined. In relation to that, having a united, motivated team committed to the client's business is essential for the success of any operation or action. At Peppery, the advertising agency where I coordinate the Social Media area, there is a great concern for the quality of the content and not for the quantity. In this way, there is always a conscious management in the distribution of tasks and accounts among the collaborators.

A prior evaluation of the Social Media or Business Intelligence professional is absolutely necessary. In general, the professional's experience is much more important, and here I am not talking about his career, but about his professional experience and the cultural burden that this entails in order for the proposal to be successful and accepted by the client. Thus, an evaluation is made, either written or by personal interview, to identify what the professional likes to do the most, what identifies him the most and what his opinions and interests are so that the integration with the client and his business flows effectively.

TH: In your opinion, what is the biggest mistake a company can make on social media? What could be its biggest success?

LZ: The biggest mistake is trying to take a position on social media that is not in line with your philosophy, focus, vision, value or attitude. It is very noticeable when a company or brand tries to “force” a humorous, ironic or “cute” profile and, on the other hand, when the product does not offer what it was sold for once it is in the leads for commercial real estate hands of the customer. Now, this cannot be confused with the “humanization of the brand,” which is the main success that can be had within social media. Demonstrating that there is someone on the other side to take care of the customer and that the company participates in their daily life and is willing to answer their questions, compliments, desires or complaints is the great goal within social media planning and in company on social media.


LZ: I imagine an even greater evolution and connectivity. Connecting a company on social networks is the shortest way for the end customer to feel involved with the brand, product or service. Objectively, people have always had the need to express their feelings and desires, and social networks emerged (or remained so due to the use we made of them) to make an online newspaper or to use them as a microphone. At the same time, this need is also present in the contact of the consumer with what will be consumed, in this case, companies. Thus, with the evolution of technology and the arrival of new players on the market, it is common for the dynamic between companies and social networks to be ever greater (always remembering that contact is between “people” in companies and “people” on social networks.) We must take advantage of progress and planning by putting emphasis and a lot of willingness to listen before speaking or communicating something.