{"id":3803,"date":"2013-08-17T08:29:08","date_gmt":"2013-08-17T08:29:08","guid":{"rendered":"https:\/\/www.antoniogomezcava.com\/social-media-does-work-as-a-marketing-tool\/"},"modified":"2026-06-04T07:31:13","modified_gmt":"2026-06-04T07:31:13","slug":"social-networks-work-as-marketing-tool","status":"publish","type":"post","link":"https:\/\/www.antoniogomezcava.com\/en\/social-networks-work-as-marketing-tool\/","title":{"rendered":"Social networks &#8220;do work&#8221; as a marketing tool."},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"3803\" class=\"elementor elementor-3803 elementor-670\" data-elementor-post-type=\"post\">\n\t\t\t\t<div class=\"elementor-element elementor-element-73dfa0c0 e-flex e-con-boxed e-con e-parent\" data-id=\"73dfa0c0\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-2976d9ee elementor-drop-cap-yes elementor-drop-cap-view-default elementor-widget elementor-widget-text-editor\" data-id=\"2976d9ee\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;drop_cap&quot;:&quot;yes&quot;}\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p data-start=\"82\" data-end=\"405\">This is one of the <strong data-start=\"101\" data-end=\"141\">most difficult questions to answer<\/strong> 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.<\/p>\n<p data-start=\"407\" data-end=\"540\">The reality is that <strong data-start=\"426\" data-end=\"454\">the majority of executives<\/strong> of large business groups do not understand these tools. Let&#8217;s be clear:<\/p>\n<ul data-start=\"541\" data-end=\"976\">\n\t<li data-start=\"541\" data-end=\"654\"><strong data-start=\"543\" data-end=\"555\">Facebook<\/strong> is associated with our children, families, and friends sharing their latest parties or getaways.<\/li>\n\t<li data-start=\"655\" data-end=\"753\"><strong data-start=\"657\" data-end=\"668\">Twitter<\/strong> is seen as a platform where no one knows what to communicate in 140 characters.<\/li>\n\t<li data-start=\"754\" data-end=\"851\"><strong data-start=\"756\" data-end=\"768\">LinkedIn<\/strong> is perceived only as a business networking and job search network.<\/li>\n\t<li data-start=\"852\" data-end=\"976\">And so we could go on with many more networks that no one fully understands or knows how to use strategically.<\/li>\n<\/ul>\n<h3 data-start=\"978\" data-end=\"1029\"><strong data-start=\"982\" data-end=\"1027\">Nothing is free on the Internet, nothing is easy<\/strong><\/h3>\n<p data-start=\"1030\" data-end=\"1239\">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 <strong data-start=\"1200\" data-end=\"1236\">work, strategy, and perseverance<\/strong>.<\/p>\n<h3 data-start=\"1241\" data-end=\"1331\"><strong data-start=\"1245\" data-end=\"1329\">Why do I say that social networks do work as a marketing tool?<\/strong><\/h3>\n<p data-start=\"1332\" data-end=\"1619\">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.<\/p>\n<p data-start=\"1621\" data-end=\"1701\"><strong data-start=\"1621\" data-end=\"1687\">Social networks are not designed to sell directly<\/strong>, but rather to:<\/p>\n<ul data-start=\"1702\" data-end=\"1776\">\n\t<li data-start=\"1702\" data-end=\"1719\">Communicate<\/li>\n\t<li data-start=\"1720\" data-end=\"1738\">Relate<\/li>\n\t<li data-start=\"1739\" data-end=\"1776\">Establish brand criteria<\/li>\n<\/ul>\n<h3 data-start=\"1778\" data-end=\"1825\"><strong data-start=\"1782\" data-end=\"1823\">Can these motives generate sales?<\/strong><\/h3>\n<p data-start=\"1826\" data-end=\"2022\">It is the same question we could ask ourselves with <strong data-start=\"1878\" data-end=\"1935\">ads in magazines, newspapers, brochures, or posters<\/strong>. <strong data-start=\"1937\" data-end=\"1957\">Do they generate sales?<\/strong> Yes, but the key question is <strong data-start=\"1988\" data-end=\"2020\">how do we measure that investment?<\/strong><\/p>\n<p data-start=\"2024\" data-end=\"2176\">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.<\/p>\n<h3 data-start=\"2178\" data-end=\"2229\"><strong data-start=\"2182\" data-end=\"2227\">Survey results (500 people):<\/strong><\/h3>\n<ul data-start=\"2230\" data-end=\"2478\">\n\t<li data-start=\"2230\" data-end=\"2295\">Through the website and specialized pages \u2192 20%<\/li>\n\t<li data-start=\"2296\" data-end=\"2346\">Email marketing \u2192 20%<\/li>\n\t<li data-start=\"2347\" data-end=\"2381\">Regular customer \u2192 25%<\/li>\n\t<li data-start=\"2382\" data-end=\"2445\">Through press publications and posters \u2192 5%<\/li>\n\t<li data-start=\"2446\" data-end=\"2478\">Social networks \u2192 30%<\/li>\n<\/ul>\n<h3 data-start=\"2480\" data-end=\"2500\"><strong data-start=\"2484\" data-end=\"2498\">Conclusion<\/strong><\/h3>\n<p data-start=\"2501\" data-end=\"2751\">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.<\/p>\n<p data-start=\"2753\" data-end=\"2880\" data-is-last-node=\"\"><strong data-start=\"2757\" data-end=\"2785\">Social networks work<\/strong>, but you have to understand <strong data-start=\"2809\" data-end=\"2846\">how to use them strategically<\/strong> and with realistic expectations. <a href=\"https:\/\/www.antoniogomezcava.com\/claves-para-desarrollar-tu-plan-comercial-y-de-comunicacion-2-0\/\">Keys to developing your commercial action and 2.0 communication plan<\/a><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>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 [&hellip;]<\/p>\n","protected":false},"author":3600,"featured_media":2388,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[450,398,7],"tags":[525,527,538,539,540],"class_list":["post-3803","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-golf-and-hotel-social-networks","category-marketing-en","category-uncategorized","tag-golf-social-networks","tag-hotel-social-networks","tag-how-to-post-on-social-networks","tag-practical-social-media-tips","tag-social-media-marketing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Why Social Networks Actually Work as a Marketing Tool<\/title>\n<meta name=\"description\" content=\"Skeptical about social media? 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