Subject: Implementation of Social Networks

Index
1. Business and social networks
1.1. Why and when a company should be in social networks
Being in social media involves one more way for people to contact us and also so that
we can reach them. Is it necessary? You might at first glance seem not, but contact
through the Internet is becoming more common and the easiest for people, and what
they demand. In many cases users are wondering why it is necessary, or rather, why
the only way to contact certain companies is to use the phone. Why I cannot do it
online? Being in social media means not only to provide the customer an interactive
medium by which to contact us, but also a way to make him see that we care about
him. People reward this deal, and word of mouth will have gained new customers. The
online presence is transformed: no longer just about having our own website, but a
number of resources that the user is actively involved with our business.
Being on the Internet does not only mean that we support through other means, is also
an interactive display. Login to our social networking pages and gives us some
publicity, but now it is the users who add content and you react instantly to provide us.
For example, we know about new products or services we offer, but it is the user who
requests directly to us, we asked about them, and shows us in several ways if you like
it or not, and what could be improved. It offers continuous feedback and almost
immediate.
Being present on social media is synonymous with being a day and is something
independent of the sector or activities to which our business is focused.
Should all companies be on social networks? This question is perhaps more
complicated. Although the Internet is increasingly used by all kinds of people, young
people value and also accessibility is more present in social networks. This sector also
extends to adults who have grown up with the boom of technology and the Internet,
and with people working actively with the network or enjoy it a particular level. If our
business is focused on this large population surely this will be a good reason to adopt
the use of social networks. A company should not, or should not, laugh, have accounts
in different social networks if you have neglected. Have a Facebook account, for
example, and not answer the questions of our customers is the same as having a
phone number and not answer it ever. Does it mean that this work is twice now, having
to deal with the customer offline and online? Of course not, depending on the person,
try to contact us in one way or another, but the advantage of doing it online is that you
can do when you want (outside business hours, for example), from wherever, and also
in a transparent manner with the other interested persons.
1.2. What can we communicate?
Not everything is communicable trough Social Media: limits and objectives
What to communicate?
The easiest way to tell if a content is appropriate for our fans is get in place. Before
publishing must ask the question: What would like to know my business if a client? In
social networks try to get closer to our users and treat them in a more personal, closer,
more social, but we must not forget the real relationship we have with them. We try to
provide a service or product series, and this is the main reason our customers are

here. It is conveniently closer to our audience content publishing that we also do see
people, but the main line of our publications should be our professional activity.
If we endeavor to provide a type of products or services, the first thing is our fans seek
information about them. The approaches can be very different, and we can choose to
talk about them in a high range of tones and shapes, but we must always be clear that
these are the reason we are in the social network.
You have to attend and listen to the client that, as they say, they are always right.
Answer your questions and clarify information should be a priority, although it is very
important that we anticipate the user and provide you all the information that is
relevant. To do this we can re-ask the question that opened this section, and add your
counter question: Are my followers interested in this?
In each publication you will learn, and the key is to listen carefully to our followers.
However, we should also set ourselves a series of limits and objectives.
Objectives:
Best customer service
The first goal should be to one that will lead to a better performance of our business.
This will make us keep regular customers and make new resen are integrated by us.
Once we know, the best form of advertising is to be our own users who speak well of
our brand.
Gain new customers
Without realizing we are doing that they themselves do we advertise and we will grow
our client base and also the people who access of one form or another to have
information about our company or organization.

Strengthen our brand or name

This is good to go being marked a number of goals that will result in number and quality
of followers. These goals can be set daily or weekly time to serve customers the way
they deserve. Read reviews, opinions, and answer questions that may arise will give us
feedback before significant investment would cost money and now simply requires
Have a continuous and reciprocal feedback that we analyze.
Care few minutes a day. No more surveys ask how was the service, the client says
spontaneously open, and makes front contacts, other customers or other potential
buyers. This is first hand information about our products, services and activities, which
also respond, or even ask to understand your vision. Learn from our members is one
of the biggest advantages offered social networks.
Limits

Learn to wait.

At first, we should not rush, bombarding us pages or profiles of other members of the
social network messages could be spam or seen as such. We must consider not simply
open the page so that everyone automatically starts to follow, it is a gradual process
that rewarded: the more we usful for our users and customers, more people will follow
us, and more will recommend us, and therefore, will grow the number of potential
customers.

Not everything is communicable

Information about our business still unsafe should not be advertised, because it could
create an expectation to which we could then respond, and what is more, could lead to
a crisis in which many users join against us to claim something we said but what we do
not know anything.

The lack and the excess of information are the same and they turn equally
harmful

Not be transparent enough to face certain questions or concerns by users nontrivial

issues can put us in a position of hostility in the face to them. We must be clear what
kind of information we provide and in turn set ourselves limits. The same happens with
excess information, giving too many details about a product or service can make certain
customers lose interest in them because they seem more complex than they really are.
Always giving clear information, it may be a good idea to leave it to our own followers
who ask for specific details. In addition, you must know how to measure what we
publish, while the rate of publication, establishing a frequency not to stress out while
users do not lose them for lack of publications.

2. Addressing Social Media plan

The first thing we do when we will start with a social networking account, either because we
are a brand, or represent one, is to create an action plan for Social Media. Basically, what we
do, who we are going, what are our goals and how we will measure the results.
It is interesting that Social Media is that it raises two issues for a major problem. We, on the
one hand, the static part, what we have planned and what we know we're going to do. But on
the other hand, there is a dynamic part, which is the day arises.
Fan pages or Twitter accounts need not be only a receptacle of compliments or complaints, but
should also be generating content and interaction. They have to offer triggers to generate
conversation about the brand. They have to provide us with funny content so that we meet to
share and make viral. And this is done with careful planning of content.
2.1. What will we say?
It is important that we know from the outset what the theme that we will try. Many brands hire
people who are not familiar with their products, and end up making disasters. The most
important thing is to know the product, then we can talk about it in depth.
2.2. How will we say
Another important point to keep in mind is the way you have to communicate things. Is it formal
as an internal communication? Or we use a lighter note? If you are representing a bank, for
example, probably cannot use jokes all the time. But remember that in social networks there is
a relaxed and informal environment, so we can explore the boundaries of business
communication.

2.3. Who we are telling

The people you are talking about are customers or potential customers of a brand. They want
to be us, but it is natural to have some concerns or complaints. So, meet the person you're
talking helps us anticipate what you want, and to give before you ask. For example, if we know
that members of a fan page of a brand are big fans of the contests, we can start planning
weekly or monthly contests.
2.4. Where are we going to say
Do we really need to have a YouTube channel, if you keep empty and videos? These are all
things that need to consider before putting together a digital strategy in social networks. The
main recommendation is to be where our customers are.
2.5. Why did we say
Many people complain about the strategy of the Twitter accounts that greet every morning with
a "good day". Well if they do, is because they are running. Like it or not is another thing. We
know who we are going, the things they want to hear and not. So, measure words, and
carefully choose the themes. Before giving to publish, you have to think: why am I saying this?
2.6. Who should communicate: the value of the communication made by people and not by
a brand
On the internet, people communicate directly with his own voice. They are used to do so, so
when a company joins the conversation, not the pitch aseptic serves a brochure. Better than
just identify ourselves as a brand, is to show that there are people working behind our social
media accounts. Things change when we interact, when the people who run the brand have a
photo and not a logo, name and surname: users feel they are being is-cuchados.
Therefore, when planning the communication strategy, we have to think about who we put on
the other side. The Community Manager can remain anonymous, but in that case you have to
set the parameters to maintain a certain line, to ensure consistency in message and tone.
Imagine that suddenly the person you're talking starts talking differently. It's exactly the same
thing would happen in this case.
While it is true that we are a brand, our customers and fans need to know that there is a
person behind the screen, a human being who will care for solve their problems, or answer
them if they express words of encouragement. We are not the brand, we are their
representatives, and our fans know this and do not have to pretend that things happen
differently.
3. Team to lead the Social Networks
3.1. Strategic Manager of digital content
This is the most important person for managing the digital contents. Usually takes care of the
managing of the digital strategy as a whole and not only the social networks. Is the person that
knows what the company wants and all the information and parameters of what the company is
and isnt. This person will either work leading a team in-house or in connection with all the
agencies (Social media and web) to keep them united and send the same message to the
public.

Its needs to be someone with a lot of experience designing communication campaigns, with
enough experience on how to handle crisis (bad reputation, comments, mistakes, etc.) in the
digital environment and in every sense that manages the key aspects about the business
strategy of the company. Is a full time job and this person can also help with the administration
of some of the Social Networks, in conjunction with the Community manager.
This is also the person responsible for the RESULTS of the campaigns, the one who analyses
all the information on the reports of the Community manager, that will adjust the contents or the
tone of the communication.

3.2. Community Manager: necessary or dispensable?

As a general guideline, we say that MC is necessary in many cases. What can happen when
we have a CM but we have social networks that we need to address? Well, to start, lack of
creativity in updates, which in turn will not be as followed, response time to the comments and
concerns that will be too long. In short, we will not achieve a conversation within our channels.
A CM serves to keep always on the wick of the conversation, keep everyone interested in the
pages and respond quickly, so it is not "stained" the reputation of the brand in the channels.
The task of a CM is not limited just to look at the whole day, a Facebook fan page and respond
when necessary. Although so much of his work, I think that one of its core tasks lies actually in
the planning of content: the CM should be in charge of preparing and carrying out the plans of
brand communication. The work is not only the performance but also the creation.
What does the CM with all that information you have? Generally, the best thing to do is develop
reports so you can understand what it was that happened to a particular campaign, or to a
specific communication strategy. And so, you can improve and optimize its main task, which is
planning. The work of reporting is not only numerical but also have to consider what were the
comments and observations made in the different channels to see if the brand image is
positive or negative.
The CM should ideally be a professional new media, academia related Communication (though
not exclusive), to write correctly (please!) And has a good attitude online. A person who shows
no interest in social networks has a Twitter account but not used, for example, has no wood to
be CM.
If companies cannot hire a specialist, another option may be to outsource the social media
service. However, one must be very careful, because our CM, although not part of the template
of employees, you must be very aware of our products. Without the proper knowledge, we can
take the risk you are disseminating information about our brand that is not correct.

3.3. Designer or producer of digital content

This person will be in charge of the execution of the creative ideas of the Strategic Manager
and the CM. It will be the artist that puts in images or designs the ideas that are given. The
ideal is that this person can be multifunctional and also be able to take pictures, film, edit, use

Photoshop and be able to do chores that will allow the team to always have in hand attractive
contents to publish. He/she doesnt have to be in the desk all day, but can also be send to
cover events in picture or video to have in hand when this activities need to be publish in the
social networks.
This is also a full time job, because the graphic communication is a very specific NEED of the
social networks and even in quiet times this person will have to work on these designs to
create a strong a positive image of the brand and create memorability of the logo and colors.
3.4. Others
A second CM could be needed in the cases when a brand needs someone to monitor their
social networks 24hrs a day. In this case someone else could take care of the second shift.
A second Designer or producer of Digital Content could be required in the cases when the
volume of activities done by the brand (activations, events, etc.) is so large that you could need
someone out of the office covering this and someone inside taking care of getting the contents
ready to be uploaded.
3.5. Pros and cons of hiring an agency vs. having an in-house team

PRICE

INFORMATIO
N

In-House
PROS
You can decide
your
own
budged
and
adjust to it

This is your
people;
they
belong to your
company and
are closer to
your
information,
especially
if
this information
is very large or
your
promotions or
others need to
be publishing
with almost no
time.

CONS
Have to hire
people
is
expensive
because
of
regulation on
contracts.

Inside people
may not be
able to tell
when they are
saturating
of
information to
the public.
Also they may
lack
the
experience to
recommend
ways
to
communicate
effectively.

Advertising Agency
PROS
CONS
They will give They
will
you a monthly charge you for
plan. This plan each additional
contemplates
thing that is not
an amount of included in the
hours and a plan such as:
team that will extra
hours,
take care of development of
SN.
applications,
etc.
The
You need to
information will plan ahead, so
be handle by you can give
people
with the agency all
more
the info they
experience
need
to
with
other manage
a
brand
that certain
could
campaign
or
recommend
promotion.
you about what Even
with
you want to do confidential
with it.
agreements,
theres
a
possibility
of
information that
passes to the
competence.

TEAM

You
choose
your own team,
basing
the
decision
on
your
specific
needs
and
communication
goals.

BOTTOMLINE

Social
Networks are
sort of new in
Peru, so the
people
that
have enough
preparation to
do this job are
usually already
working in an
agency
or
other
companies.
Also if you
choose
the
wrong person
you.
This choice is useful if you hire
the right team and have very
clear goals about what you
expect from your social networks
strategy.

The team the

agency assigns
to
you
is
specialized and
has experience
with
big
brands.
Also
they will never
have
a
creativity
shortage
because many
people in the
agency support
them.

You
cannot
control them as
close,
and
need
to
continuously fill
them
with
information
about
the
company.

This is the best choice if you

prefer to trust professionals with
experience and need help
developing the strategy of your
social networks.

4. Features corporate accounts in social networks

En las redes sociales no nos vamos a encontrar solamente con personas. Cada vez ms son
las marcas, organizaciones y empresas que estn en ellas. Si bien esto no fue algo
contemplado en un primer momento, la gran cantidad de usuarios que canales como
Facebook, Twitter y Google+ poseen son un atractivo demasiado grande para las empresas.
Una literal fuente inacabable de potenciales consumi- dores.
Son seis las principales caractersticas que tiene que tener una buena cuenta corporativa
para poder funcionar de una forma exitosa.
Content Quality
Los usuarios quieren ver cosas interesantes, de una forma divertida. Si es contenido viejo,
noticias de ayer, o cosas de ese estilo, no harn click y no visitarn nuestra pgina. Ya lo han
visto, y estn sedientos de cosas nuevas. Por eso, tenemos que estar preparados para
encontrar y publicar informacin rpidamente. Y, dependiendo de qu tipo de cuenta
manejemos, tener la creatividad de publicar cosas divertidas.

Pictures and Videos

Las personas no leen demasiado en la pantalla y buscan encontrar otro tipo de contenido y
nuevas maneras de interactuar con los dems. Aho-ra la interactividad reside en imgenes y
videos, encontrar una forma de acoplar
contenido audiovisual al texto que queremos decir. Algunas empresas desarrollan campaas
grficas exclusivamente para Facebook o Twitter.
Quick Response

Los usuarios se encuentran pen- dientes de lo que vamos a decir y de lo que vamos a
responderles, y la buena imagen que tengamos depender de la rapidez que logremos a la
hora de atender las demandas.

Good use of resources

Social networks offer a myriad of ways to reach out to our users. Take Facebook, for example.
We not only have the ability to have a business page but we can also use Facebook a
thousand ways possible by creating OpenGraph applications, customized flaps iframe you can
use to literally insert an interactive website within Facebook, and others.

Rapid adaptation

Social networks change, and fast. Companies need to have the ability to adapt quickly to new
conditions and new rules that we offer. Users, when the layout of Facebook, for example,
always creating protest groups to return the previous design. Companies do not have time for
this: at the time of release of a new design, and they have to be experts in how to make the
most.

Identity

Corporate accounts in social networks have to have a clear identity, a clear branding. On the
other hand, it would be hard to believe that a business account does not have well indicated to
whom it belongs. Therefore, we have to take the time to properly identify our brand (or brand
section to which it belongs). Furthermore, if we are to use a company spokesman as the official
manager of the account, has to be properly identified, so people know whom they're talking
about.

Objectives

The social networking account of a company or brand must have clear objectives. Even then
change or vary according to the experience, you have to have a clear horizon. What will we do
in this account? Are we going to be a customer service? Or just a channel official broadcast?
None of these things are bad, but you have to define when planning a communication strategy.
5. Essential Social Networks and useful tools
5.1. Twitter
What's twitter?
Twitter is a connector, an accelerator of links and information. If a brand or business is not on
Twitter, another will take your place.
Some advices when using twitter:

Define a content strategy.

Choose a good name according to your brand or company.
Depending on the type of company is best to separate customer service in a separate
account, an account to exchange information and talk, and another account to address the
concerns and problems of your customers. For example: @ tuempresa and @ tuempresaAC

 Do not follow so deranged persons with select people who talk about your brand or people
who influence your target market.
Use the search box on Twitter. Read that talk about you and begins to participate in the
conversation.
Create value in your account. I visit your timeline is enjoyment, you can find valuable
information about your brand, products and services.
Do not just advertising, it has interesting things in your business, everyday things, highlights
the human value of your employees, writes about things that fascinate the founders of the
company and its current members.
Do not be traditional.
Try to be consistent with your message. Forget that style of "being a friend of the people" and
always wish good morning and happy weekend in your tweets. That does not sound authentic
at this point. Create or join a community in which it is created.
Do not focus on the number of followers you have, focus on the quality of content you
generate and communications that you make.
Try to answer all the people you write.
How can a company use twitter?
1) Sell through Twitter with discounts. If you have an attractive product sellers as
significant discounts on Twitter. Post deals in a tweet, directed at people who like your
brand or product are to create value, are gaining something follow you, and in many
cases something very tangible. Look at what makes @ DellOutlet, promoting all the
discounts you have on your computer, which sells through their website and follow him
over a million and a half people.
2) Give a discount to every new follower you have. Each time a person will become your
follower, give it a unique discount that you can use in your store. To follow the channel
open direct messages or DMs, you can send a secret code here that can be used in
any of your stores.
3) Give a permanent discount to your followers.
4) Give prizes and discounts surprises. This will keep your costumers checking the social
network and will open to cannel for continuous offers for you.
5) Example 4 Adapts to your company. You can follow on Twitter from those who speak
well of your products (or bad). You can give away samples for twitter to generate word
of mouth advertising prior to a launch. This will cost you less to do a launch event and
bring the audience to your business.
6) Treasure Hunt light version. Some brands interact with their users by providing that if
they find something first or reach a store at some point be given a special prize. This
generates very high bounce advertising among users.
7) Treasure Hunt heavy version. Invent a promotion where you hide things in different
places of a city, at the same time gives some clues. Do not say the exact place that will
become a treasure hunt, ask those involved to submit their achievements and
discoveries to Twitter with a hashtag and when they do deliver new tracks.
8) Treasure Hunt adapted version. I think the idea is clear. Fits your budget, or your
company you want to do. It is something that works very well and is fun.

9) Make a pitch to the Twitter. 've Spent years and years investing heavily in making
releases products that invite local journalists. Do not you think it's time to do an
exclusive release to your followers on Twitter? Use Twtvite.com to organize everything.
You can give away 100 Nokia or RIM phones you had above.
10) Create a campaign of intrigue. Twitter and the viral power is an accelerator. What used
to take a long time or was moving slowly with this social network has changed. You can
say that these taking a new product and guess who wins a prize.
11) The immediate promotion. A certain time of day you can create your own "happy hour"
special. This will serve to give the competition at the time of sale lowest.
12) Discount retweet. Although not the one I like I see it used a lot. If you do a retweet of
something particular company gives you something or give you a discount. For
example, we are selling a new product on our website, if someone retweet the web
address and a message set by the company, we give you a discount.
13) Answer the questions. This is not a campaign but a practical idea to have you present,
when people ask you things you have to respond. An important part of being on Twitter.
Do not let people feel a void in communication.
14) Give power to the person or department that leads the company's Twitter. We will
present situations in which the response has to be given has to be immediate, as fast
as is communication on Twitter. Keep in mind that you can hardly go through
bureaucratic channels for each decision that is made to react in this network. If your
company cannot respond quickly, maybe twitter is not for pc.
15) You have to use humor. Not at all recommended to be conservative behind your
company Twitter. You have to use humor, relax and to understand that the traditional
corporate communication has no entry in 140 characters. As much as I try not to go
with Twitter so refined that way to express your self. Be direct, smile, invent and do not
be afraid to make a mistake while learning.
16) Meet with your customers. Say you have extra budget you have to burn before the end
of the year, as do a party of Twitter, admission is free to everyone with a cell phone in
your company and show it at the entrance, the call is on Twitter and using Twtvite. com.
Depending on your budget you can bring to @ juanes or @ gianmarco. It will be an
unforgettable evening for your clients.
17) Join the Conversation. Again? Yes, again. Not everything in life is to sell or promote a
product, if you use the knowledge base that your company has available, it is likely that
you can help other people. Responds to concerns you have your followers about things
that are not directly questioned. A company that works with technology can offer advice
on the use of the products or how to solve common problems.
18) Experience. Twitter is so new and so moldable sure to find many ways to use it. One of
the most obvious is the customer service.
19) Use common sense and be transparent. If you are one of those evil companies that
want to pollute the entire universe and you want to have cornered their workers, better
not waste time on opening a Twitter. One of the things they need to do business to
function in the world of Web 2.0 is to be transparent. If your case is that you have a
company that has the progress and welfare of their members and customers as north,
and by the way you use common sense and some of these tips, you'll do very well.
Twitter is your thing.
5.2 Facebook
What does facebook offers for a company?

Given that Facebook has over 800 million users is a must for any company that wants to
promote their services or products and also be close to its users to converse with them.
Facebook, in general, has three types of presence in your social network but not all options are
valid (nor recommended) for businesses.
How can a company use a Facebook page?
The best vehicle that exists in Facebook to promote businesses and brands are the pages
(accessible at www.facebook.com / pages), a resource des-tinado to the promotion and that, if
properly used, can be a great asset for advertising of our brand or company, as well as
allowing us to be closer to our audience. Facebook offers two types of pages, first community
pages (intended for general topics and unofficial, for example, a fan club) and the official pages
(which are what we use to promote our business, our brand or a character public).
Facebook pages are very simple to create and its management can be delegated to one or
more personal profiles (Facebook users) that can show-is or not. Show matches the profiles of
the managers? Although it may sound strange, everything will depend on the strategy of
presence in social networks we have defined and if we want to show the names of the people
behind our site (for example, because they are people with some notoriety). One of the most
interesting details page is the ability to customize the lan-ding page, ie, the first page you see
when you access the URL of our site. If we walk by custom Facebook landing pages will see,
others point directly to the wall and you have to point to the basic information, is something that
every manager must choose and value capture always thinking.
Another thing to keep in mind in shaping our site is if it will be open or closed to input from
users, ie, if the communication is unidirectional (only we can publish) or bidirectional (users
comment, write and provide). Logically and as we have said throughout this guide, if we decide
to be in a social network and to find more about our users, we must prioritize the conversation
and open to our comments and participation (although some control required to overcome a
any individual who improperly use our site).
Our plan social media presence should regulate some aspects of Facebook:
-Rhythm of publications
-Content to publish
-Language and tone to use, adding value.
All these aspects, the end result a Facebook presence strategy that will be defined by a series
of actions, objectives and measures. Any objective should be quantifiable and measurable, a
task in which Face-book helps us offering analytical tool called Facebook In-sights and we
have available on our website (if we are stewards of it) under the heading "statistics".
Facebook Insights is a powerful tool that even lets you export to Excel format xls or csv data so
we can process them in any tool to make reports or impact activity that we have defined in our
strategy should be reviewed weekly to analyze the impact of publications, identify that worked
well and those that did so in order to adjust our plan and always provide valuable content to
users and encourage the creation of a community around our brand, our product or our
company .
How to have a successful facebook page?

1. Choose a good URL. One of the options you can customize to create your own

2.

3.

4.

5.

6.

7.

direction within http://facebok.com/nombredetupagina, try to keep it simple and

short. While easier to remember better.
Interact and respond to your customers. Many pages in Facebook will end becoming an
extension of your technical support or customer service, keep in mind that depending
on the type of business you have this can happen, do not worry if it comes to pass,
takes advantage of this.
Use all possible tools. You can upload press releases, videos, ask questions and polls,
upload photos. Be creative and do not make a Facebook page static. Use all possible
elements.
Hire a person responsible for maintaining your social networking company. Having
someone 100% to communications on Facebook, Twitter and Google+ is very important
if you want to succeed in these new media.
Be transparent and honest. Companies that tend to deceive or give a bad service they
have really very difficult in social networks. It's easy to embarrass you in front of the
community.
Be consistent when updating, if you spend many days without updating your site you
seem to neglect. The update frequency varies from one company to another. Be careful
also to update too, people might stop following you all day if you are putting updates on
Facebook.
Follow carefully the statistics (insights) that generates your page. At the following
address you can find all the data you are generating visitors to your fanpage
http://www.facebook.com/insights/

5.3 Google+
How can a company use google+?
Google is the latest major social network that has appeared on the market, and although his
success does not seem significant when compared with others such as Facebook, has
amassed a user base that reaches 66 million in just six months. Making a study of its growth, it
is estimated that by the end of 2012 are found between around 300 million users, and this
explains why Google is betting big on your product and you have changed the other services,
we now have free with Google.
Characteristics
To understand what can help to open a business page on Google+, we should see some of the
features of it:
1. Make publicly available the information required to attract new customers.
2. Publish different types of content, such as text information and articles, news about our
activities, images and photographs, videos or-laces.
3. Create different circles, which group the different visitors to our customers, suppliers or
other businesses.
4. Referencing to any user of our website, inviting them to participate directly in it.
Advantages
If Facebook has 800 million users, why do I need to also be present on Google+?
1. It is integrated with other Google services. Anyone who enjoys a Gmail email account
or use popular services such as Google Maps or Google+ YouTube is just a click
away. Creating a profile is really simple, and one of the reasons that Google has done

2.

3.

4.
5.

with so many users so quickly is because he has chosen to remodel all of its services,
which now rotate one way or another about Google+.
Positioning SEO. SEO acronym for Search Engine Optimization equivalent, ie
optimizing search engine results. Today Google is still the leader, with latest figures
say that at least 65.9% of all searches on the internet are made from it. We have said
that Google is betting on its new social network integrating with other services, and in
their search is the same. There are many more possibilities that our Google+ page
appears in the top search results to do so in the remaining pages in the different social
networks, and this is also important. The +1 button will be a determining factor to get it.
The +1 button is an improved version of the "Like" on Facebook. Its great advantage is
that this time is accompanied by a push to our position in Google. Through him we get
the necessary feedback from our fans, who use it when they like one of our
publications.
The hangouts, this is an exceptional tool for face to maintain a videoconference with
several people at once. Ideal for product presentations or answer questions directly to
customers, live and direct.
Live Content. Unlike Twitter, anything we post on Google+ remain alive for long. Find
an old tweet for months is almost impossible task, however finding a publication of
Google+ is a simple task, and also the content will always be there. The same goes for
Facebook, where the network is not designed to access older posts and is very easy
to miss.

How to create a google+ account for a company?

1. Choose or register or Gmail account
To start using Google+ and pages for businesses only need to have a Google account.
2. Create the page
Access the Google+ pages section and select a category. There are five, of which three
are purely focused businesses. The categories are Local business or place, product or
brand and Company, institution or organization. Depending on our needs, we will select
one or the other, given that the first option you will need to introduce our business
phone later to locate on the map and confirm the data.
3. Customizing the public account
Add more details to help people to find. Moving through the different options that
Google gives us, we can define a line or slogan that says something about our
business, and add the same logo.
4. Promote page
Upon completion, Google+ itself will ask if we want to promote our new site. To do this
we offer to share it with the addresses it finds in your email account so show it to the
world.
5. Refresh page regularly
Once everything is in place, we can go getting familiar with the different types of
publication. Post new content soon discover that is really easy, and we can also do it
from many places.
Ideas on how to use google+
1. Perform product launches, answering customer questions live via the Hangouts.
2. Provide technical support, answering comments, send private messages, or even via
Hangouts.
3. Creating private pages. Pages can be private, not public, facing only a select group of
customers the visit.
4. Grouping customers by circles.

5. Customer Anyhow, publishing photographs of good working environment in business,

for example.
6. Interact with clients, reviewing products we offer or may offer.
5.4 Other Social Networks and How They Contribute to a company

Foursquare

Foursquare is a revolutionary service that has grown over time to become the most used
worldwide to indicate the geographical location of its users. The idea is that each person alert
your friends and contacts where at the time, recorded in local sites. The contacts are
automatically notified of that registration or check-in, and can relate to the activities carried out
there, exchange messages, and see who else is there. Today, there are over 15 million people
registered on Foursquare, and the number is growing by the day, at the same time the number
of businesses that are included and actively participate. Daily made an average of 3 million
check-ins worldwide, more than half of them outside the United States, which is the service.
The possibilities for a checkup once attractive and enhance your visit to our premises or
business are very interesting. As a company we can, for example, offer special deals to those
who have used some mobile applications to register in our store via Foursquare.
If we have convinced the features of this popular social network service and participate as it is
business as simple as following only three steps:
1.
Reclaim the place, basically, tell the social network where is our establishment. We'll
have to enter a street address and enter our data as administrators.
create promotions
2.
Creating promotions attract customers, and to visit our establishment we have an added
incentive, providing exclusive offers that only Foursquare users may have.
actively participate
3.
Actively participating not only incentivize new customers to come, but we do that we
already have to stay and keep attracting more, in that great attraction of Foursquare is to
participate in the game, and the fun has a great role. Change promotions, post comments,
interact with our visitors and ask them what they think of the experience are just some ideas.

Youtube

It is not a social network itself, but over time has gained social functions, and being a Google
product implies that it is also one of the great strengths of Google+. With YouTube we can
show our products and activity of a different form of networks and applications like Instagram
or Flickr. Everything seen above applies here too, and not only may be the ideal channel to
showcase what we offer, but also our philosophy. Customers have again the opportunity to
comment on all aspects of video, reply to, or demand more content, and of course share them
on social networks.
These are just some of the ideas and possibilities that are available to our hand with YouTube:

Detailed sample and running of products and services

Presentation of new releases
How is the business inside. Publishing videos from your business and its environment.
Attracting new users by tagging videos

 Analysis of products and services R direct conversation with customers through comments and
annotations products and services
Direct conversation with customers through comments and annotations
Advances of what is to come in our business
Creating specific channels: products, advances, questions and answers
6. Useful tools for Social Media Establish and development
There are many online tools that can be used (some free, some for a fee) for the management
and analysis of social networks. To improve readability, we have made a distinction between
the best applications available in the market, first for analysis, then the management, and
finally to measure social networks.

a. Analysis
Google alerts

Service that the Mountain View company offers to find interesting content on the Internet fast.
We can filter by keywords and Google will send emails every time you perform an update with
that word. Thus, we can follow a story as it develops, when and how are mentioning our brand,
and more.

Twitter search

With Twitter we can use the search option to see what people are saying about our brand.
While mentions and hashtags tool works well, there are many people who choose to talk about
the brand without mentioning particular. For that, there is this function.

Social bakers

This personalized service allows comprehensive management of networks with collaborative

service between various team members. It is a payment tool, which we can try for free for a
couple of days. In addition, we may use website that offers a lot of data on user behavior in
social networks.

App data

Similar to Social Bakers, with records dating back to us we found out how-cough daily and
monthly users have applications that are uploaded to Facebook. Only serve to those interested
in making an application profitable, but it is worth knowing.

Comscore

Comscore tests are among the most valued in the market. So whenever Comscore has
published a result or a webinar, everyone listens. These data provide us may be used to plan
an effective communication strategy.

b. To manage and Control

Hootsuite

This is the ultimate tool for collaborative work on Twitter and Facebook. We can schedule
updates to be made later in time, manage multiple accounts, answer mentions and direct
messages, do a search and keep it as a column, and more. While it is true that later ended up
displacing many products, HootSuite is one of the best Twitter clients available.

Buffer

This tool is amazing because we can tweet directly from Chrome, with just one click. Another
possibility is to schedule these tweets in the future, at certain times we can preset this to make
life easier, and provides statistics on what we tweeted. This type of functionality Buffer makes it
one of the most effective and easy to use the market.

Sendible

A true wonder, Sendible seems to have overcome all the problems that customers had
previous social networks, and is one of the most important and effective services that can be
found today. We can handle Facebook, Twitter, Foursquare, Flickr, in short, almost all social
networks, and create custom postings within each of them, schedule them, add images, and
more.

Radian 6

This personalized service allows comprehensive management of networks with collaborative

service between various team members. It is a payment tool, which we can try it for free during
a couple of days you. In addition, we may use website that offers a lot of data on user behavior
in social networks.

c. To measure impact
Google Analytics and Goo.gl

They are designed for web pages; the best measurement tools always come from Google. In
this case, Google Analytics is integrated with Google's URL shortener, goo.gl simply called,
which allows us to track who they are and where they come from people who click on our links.

Twitter Counter

This tool allows detailed tracking of how many people are following us, besides giving us a
count of how many people have detailed RT our tweets made, how we mentioned, finally, how
relevant is the presence of our brand on Twitter.

Facebook Insights

The good thing about Facebook is that almost no need for third party applications to offer good
analytical. With Facebook Insights, we know what tastes that give people "like" our page, when
they did, how often interact in our website, and more. One of the most effective features is that
we can know which of all the conversations initiated by us who were more successful, in order
to replicate them if necessary.
7. Crisis in the social networks
Social networks are characterized by their speed of dissemination of content and easy access,
two factors that make them very interesting for companies (product advertising, direct access
to your target audience, etc..) But which, however, can also encourage and amplify a bad
comment and turn it into a full-blown crisis.

A bad comment or criticism can come from a user who is really dissatisfied or a troll who
simply seek notoriety and hassling. To properly handle this type of situation can be the
difference between tackle the problem or amplify. If there is a phrase to keep in your head that
is do not feed the troll, that is, if the message is from someone who comes only to make noise
but his criticism is well founded basis, the best we can do is ignore it. If not in line with reasons,
in the case of a legitimate user, we apologize if we made a mistake and try to solve the
problem.
Keeping a cool head is very important no matter what happens and although the first thing that
comes to mind is starting to delete comments or remove content, is the last thing we should do
but we want to further fuel the crisis by the so-called Streisand effect.
Understanding the Streisand effect
In 2003, the singer claimed the photographer Kenneth Adelman and photo page pictopia.com
for having published an aerial photo showing the pernicious effect of the buildings on the beach
on the coast of California and in which , among other properties, leaving an aerial view of your
house. The fact sue the photographer and request compensation of $ 50 million for violating
his right to privacy revived interest in the photograph and caused a flurry of onlookers on the
website and great media coverage. The Streisand attempted censorship instead of eliminating
the problem is much more amplified, and based on this fact, any attempt at censorship on the
net which ends getting the opposite effect is often called "Streisand effect" because it
encourages the user curiosity rather than push him away.
How to deal with a crisis of bad comments or reputation (step by step)
A good strategy social media presence should include a guide for crisis response, ie, a
reference manual on what we should do if we are facing a situation in which the reputation or
image of our company or our danger mark. Perhaps our company has made some kind of
change in their products or in their rates and have not been well communicated to our
customers, facts that can be the start of a fire that our fans get angry and cause a loss of
credibility or deterioration in the reputation of our company. Each crisis is different because the
causes usually are, but still, we should fix a number of common guidelines and always follow
have the support of the leadership of the company.
The first of the guidelines to follow is to keep calm and cool head, a fast response like "delete
comments" or "unpublish the news" worsen the situation rather than fix it (avoid the Streisand
effect). Clear, censor or fill our empty profile publications so that the problem is "lost in the
timeline" is not the solution. A problem postponed is a problem solved. Ignore it and look away
can have serious consequences of which the smallest is losing connection with our users,
therefore, a crisis must be addressed face to face and honestly.
a)Monitor
The first step in any crisis is the detection of the problem, ie, that the longer we wait to know
what's going on, the harder it will be to contain the barrage of criticism or bad comments about
our brand. Know the opinion of our supporters and especially, what bothered them, will help us
identify the problem and, above all, develop the most appropriate response to each of the
means in which this crisis has spread. It is essential to pursue narrow down the problem and,
therefore, to gathering data to prepare the strategy.
How? Listening to the various channels in which we are present is a good start but we can
complement this activity by using some specific monitoring tools.

b)Identify
Having identified the networks in which the crisis has spread, the next step to take is to identify
users 'agitators', ie those whose voice is dragging the other to express their disagreement
publicly. It is important to identify who has been the trigger for the crisis because, normally, the
source is usually a fairly limited group and the remainder simply acts as a speaker without
being, on occasion, affected by the problem.
To identify the officers will leave behind the information gathered in the monitoring of the
problem, we identify that way most users are talking about it besides being able to follow him
to the time when it exploded. We will have to prove they are real users and not fictitious profiles
of trolls or competition.
Why identify the people who are not happy? It is very useful information that will help us refine
our response and much more, if it is a number bounded-do, we could help to provide
personalized responses and contact each of these users "angry". Knowing who is unhappy is
very important to understand the root of the problem and be much more effective in solving that
apply.
c)Convene the crisis cabinet
Any company that chooses to land in the social networking world should, within their Internet
presence strategy, have a procedure for action in crisis. The responsibility to be present in
social networks should not rest solely in the communication department of the company or the
community manager (if the figure exists), if the decision to be present on Twitter or Facebook
was validated by the direction of the company, management also must be involved in moments
of crisis.
Depending on the structure of the company and the cause of the problem, the composition of
those attending the cabinet crisis could change or reset but, as a rule, should be represented
in the following areas:
Communication and Public Relations Office, which will channel the information to
traditional media if necessary.
Customer Service Department, which will bring its experience in direct relationship with
the audience (in the case of a service company or distributor of a product dora).
Operations Department, which comes to represent the productive area of the company
that has responsibility for the trigger for the crisis.
Legal Department to oversee the whole process and advise if the company had any legal
liability.
Online Communications Office, which is the user interface and social networking will be
the running result of the strategy meeting. Also, present the data collected: historical
problem, scope and source of the problem users.
Once the crisis cabinet meeting and presented the data (which will monitorizndose), the
meeting should be strictly operational and focus on tackling the problem and fix it. After leaving
the storm will be time to analyze the causes or seek responsibility and guilty but, at that time,
the priority is to safeguard the reputation and image of the company.
And how to fix it? The origin of each crisis is different, but even so, we can define a set of basic
tasks that help us find the solution:
Analysis of the cause of the problem, ie, a statement of the reasons that have caused the
crisis (what happened, why, when, etc.). It is very important that all participants know
the background of the situation because, together, should agree on the solution.

 Estimation of the scope, ie that after knowing the causes of the problem, try to assess
how far it has spread (number of users, geographic location, demographic
classification, etc.) and their impact (qualitative and quantitative).
Identification of spokesmen for the protest: whether we go to a public response, it is very
important to check who the users that have led the protest because if it is the case that
these are people of influence in social networks, you need a contact something more
special, for example, a high-level direct communication from the direction of the
company or from the press office and PR.
Proposed solutions or compensation, ie, if we have made a change in our products or in
our rates unilaterally and without notice to our users, we may have to put on the table
the need to compensate users affected. There will be occasions when the solution to a
problem is related to compensation and, in other cases, with explanatory text or an
apology will suffice.
Development of a response message that serves to advertise the solution to the problem
and, if necessary, apologize (if you have screwed). With this type of communication
must be honest, explain what happened, apologize if necessary and present the
solutions we have adopted.
Rating means in which to spread the message: we will not be able to face the publication
of control messages and the answers in all media at once, therefore, they must be
prioritized so we first launch means more weight, then go to address the rest.
d)Implementation of the action plan
The implementation of the action plan will be responsible for much of the areas that are part of
the cabinet crisis. Normally, the area of Communication and PR will touch the publication of a
press officer from the website of our company with the apology and, if applicable, the plan we
agreed response. In parallel, the customer area (in the case of a company) also assimilated
this message and, in the case of receiving communications from angry users, will convey this
apology and send them to the official statement.
On the other hand, the online press office address two tasks: users will contact identified as
"hot spots" of the protest and will pass along the findings of our official statement and also will
have to publicize the official statement in our profiles.
e)Tracing
After the storm comes the calm crisis and surely we must remain vigilant because maybe
some of the complaints has continued to spread and keep coming protests waste that must be
dealt in the same way, ie, following the action plan identified. In addition, we will continue
monitoring the cause of this crisis, which associate a family of tags or keywords that will be
monitoring the social networks to see if our solution was valid or needed by iteration crisis
cabinet.
In parallel, we continue to promote our digital reputation, ie to save the reef we arrived and
continue the work of publishing, user interaction, create discussion with him and encourage
their participation. In any relationship, either party can make a mistake and after the apology,
should resume normal rhythm and above all, learn the lessons so that there is no repetition.
f) Lessons Learned

After managing the crisis, we must analyze what happened to improve internal communication
procedures of the company and, if necessary, the crisis management protocol on social
networks. In addition, it is time to assess whether our company should have a presence on
other social media that speak to us in which we did not participate so far.
8. The Presence of the competence in social networks
a. Movistar
The presence of Movistar in the social Media is very strong. They use the following media:

b. Claro
i. (What they do, How They Do It, Why They Do It)