Welcome to the era of collaboration
Social networks have become the leading online activity. In 2014, one in every five couples in the world met online and two in every ten divorces where linked to Facebook; it’s not hard to imagine that those numbers have grown since. This shows that the connections made in the hypermedia sphere do not only have an online impact, but also influence social relationships and consumption generated offline.
Surely you have noted that many of your idols have more online followers than the population of some countries. However, we are constantly asking ourselves how to position our projects using social networks? What are the most powerful tools to compete with the thousands of posts generated each minute? How to make our business attractive to users?
And what if it isn’t a case of competing? But rather of trying to create alliances and collaborating.
Approaching the online enviroment naively, as an unknown space, will without doubt end in failure. Facebook can be like the park where our grandparents would meet and talk, a square, a meeting place. It’s true that it is much more complex than that, due to the different tools and features that appear every day, among other factors, but it undoubtedly has points in common.
The use of influencers or brand ambassadors has become very fashionable in the digital sphere, but there have also been cases of partnerships between enterprises and even supposedly rival companies. Alliances have always worked, so why not try attracting some of these popular figures to your content and securing their loyalty to your projects.
But be careful, an influencer can as much make us shine as they can bury our product/service if they don’t follow the same line or appear to be insincere in the content linked to our brand.
An enterprise can make use of an influencer to capture an audience’s attention, but can also take advantage of its visibility to promote a “common” person and transform them into an influencer in a specific area through training, a good communications strategy, etc. This is just as valid and perhaps even more worthwhile for consumers, who are increasingly critical of content and advertising, be it direct or not.