This is one of the most difficult questions to answer with certainty. Although we have metric tools that provide reference values and analysis on the promotions of hotel resorts and golf courses, no one dares to explain with an objective analysis whether they are really useful or not.
The reality is that the majority of executives of large business groups do not understand these tools. Let’s be clear:
- Facebook is associated with our children, families, and friends sharing their latest parties or getaways.
- Twitter is seen as a platform where no one knows what to communicate in 140 characters.
- LinkedIn is perceived only as a business networking and job search network.
- And so we could go on with many more networks that no one fully understands or knows how to use strategically.
Nothing is free on the Internet, nothing is easy
Just by being on the Internet, having a profile, or publishing photos, you are not guaranteed success. As in real life, success on social networks is based on work, strategy, and perseverance.
Why do I say that social networks do work as a marketing tool?
Because, although there are many publications that talk about their promotional power, the reality is that few believe in them as an effective promotional tool. Most look for an immediate return and a short-term effect, but that is not their true potential.
Social networks are not designed to sell directly, but rather to:
- Communicate
- Relate
- Establish brand criteria
Can these motives generate sales?
It is the same question we could ask ourselves with ads in magazines, newspapers, brochures, or posters. Do they generate sales? Yes, but the key question is how do we measure that investment?
To verify this, in August we conducted a survey of 500 clients asking them how they found out about our events and how they booked them.
Survey results (500 people):
- Through the website and specialized pages → 20%
- Email marketing → 20%
- Regular customer → 25%
- Through press publications and posters → 5%
- Social networks → 30%
Conclusion
It may seem incredible, but the sampling data is real. Although this survey focused on a single market segment, the results are a solid foundation to continue betting on this type of promotion and communication.
Social networks work, but you have to understand how to use them strategically and with realistic expectations. Keys to developing your commercial action and 2.0 communication plan
