Usualmente en las redes sociales se suele ver que las marcas cometen muchos errores al publicar. Esto puede ser por muchas razones distintas y además puede traer problemas al nivel de la audiencia, ya que se pueden confundir, lo pueden ver desordenado o incluso puede llegar a generar desconfianza hacia la marca.
A continuación dejaré 5 errores comunes y cómo evitarlos:
- Publicar lo mismo en todas:
Cada red social tiene un objetivo distinto, en Instagram prevalece la imagen por sobre el texto, en Facebook se puede jugar más con texto y siempre agregar alguna foto que ilustre lo que se dice, LinkedIn es contenido más profesional, si bien lo visual siempre juega un papel importante en esta red los contenidos se focalizan más en la marca que en el producto y Twitter está para comunicar datos rápidos, pueden ser consejos, algo corto sobre tu producto.
- Tener un tono e imagen distinto en cada red:
Es importante que la forma de comunicar en cada red sea la misma, si bien los contenidos no deben ser los mismos, la manera de hablar de la marca sí tiene que serlo. Es decir, si tu marca juega con un tono casual y usa jergas específicas, en todas las redes sociales debe usar los mismos.
Por otro lado la imagen debe ser la misma, con esto me refiero a la línea del diseño. Si utilizas un banco de imágenes para buscar fotos intenta que sean lo más parecidas posible, quizás que se repitan los colores y que las personas tengan la misma edad, vestimenta del mismo estilo y más.
Para hacer esto y que salga con facilidad es recomendable hacer un manual de marca donde se detalle cómo escribir y qué colores, tipo de letra, tipo de fotos se va a usar. Hacerlo simplificará tu trabajo y no perderás tiempo.
- No aprovechar los hashtags (#):
Uno de los aspectos que tienen en común todas las redes sociales es que tienen hashtags. ¿Para qué funcionan? Para lograr mayor alcance y que más gente pueda ver tu contenido. Por ejemplo, si tengo una tienda de zapatillas podría usar #Zapatillas y cuando alguien busque esto va a encontrar todos los contenidos que tengan este hashtag.
Recomendaciones:
- Usar de 5 a 10 hashtags.
- No usar tildes ni signos de interrogación, exclamación, guiones, rayas, barras, puntuación, etc.
- Puedes crear tu propio hashtag así tu audiencia te empieza a diferenciar de tu competencia.
- Crea tu “nube de hashtags” e intenta usarla en todas tus publicaciones para no perder tiempo escribiendo cada uno.
- Existen aplicaciones o sitios web dónde puedes buscar los hashtags más usado según cada industria.
Los hashtags son una gran manera orgánica de que nuevas audiencias te encuentren.
- No interactuar con tu público:
A muchas marcas les pasa que les comentan publicaciones o les mandan mensajes y nunca les responden. A la audiencia no le gusta esto, le gusta ver que detrás de una marca hay personas y hay ganas de que permanezcan con ellos. Por eso hay que responder a los comentarios, puede ser poniendo un like o agradeciendo por el comentario, por ejemplo (volviendo a las zapatillas): Gracias @unapersona por elegirnos! Esperamos que te gusten las zapatillas!!”.
- Ser igual que el resto:
Tienes que buscar qué es eso que te diferencia de las demás marcas. Hoy en día hay millones de opciones de productos, las personas tienen un amplio catálogo para elegir. Es por eso que debes saber qué te hace diferente, qué es lo que tienes que los demás no tengan, cuál es tu propuesta de valor.
Si eres igual al resto la gente no se podrá identificar con tu marca, por ende no comprará tus productos o servicios.
¡Te aseguro que si evitas esos errores tan comunes triunfarás en las redes sociales!
Andrea Chávez Daes
Especialista de Marketing y Community Manager en AIED
Comunicadora Social
Gracias, Andrea y Alianza!!
Muy buenos consejos !! Gracias por compartir
Saludos
Andrea.
Gracias por dar tan clara exposición de los errores que cometemos los mortales.
Tu comentas sobre la nube de hashtags y me interesa saber cómo se hace.
Me gustaría mucho tu orientación.
Hola María Isabel! Gracias por la idea, la semana que viene publicaré un artículo sobre la nube de hashtags y cómo hacerla!
Saludos.
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