By Alan Mariasch
We are one of the most passionate people about the online world. According to a recent study by Conecta about our virtual habits, the young Brazilians connected to the Internet have an average of seven accounts in social media, and 96% of them are on Facebook, whose app is present in 88% of their mobile phones, and 61 % of their tablets. And all that in a universe of over 86 million people with internet access in the country, of which 52.5 million do so through the cell phone.
On the other hand, a survey by Centro de Estudos sobre Tecnologias da Informação e da Comunicação (Cetic.br), after analyzing the use of social media by 6,400 Brazilian companies, found that only 36% of them had a presence in these media. This leads us to conclude that social media still are an area partially explored by organizations, and with a great potential to reach different audiences, because it is there where Brazilians spend several hours of their day searching for entertainment and information. This tendency partly explains why television and other traditional media are slowly losing audience.
Therefore, if you are an executive of a company who wants to invest in the Brazilian market, my suggestion is to devote part of your budget for communication and marketing on social media. Depending on the goals of your organization, it may be worth creating only a fan page with an unique content on Facebook, as Intagram page, a channel of customer service through Twitter, or even a corporate page on LinkedIn. Or, who knows, to be present in all of them at once.
Anyway, there is no escape from social mediamedia if you want to relate to the Brazilian public. But to enter that world, it is vital that your company is advised by professionals with expertise in new technology trends and production of content, and are able to measure the return on your investment. It is also fundamental that part of the budget is directed to the sponsorship of posts, which will assist in the dissemination and viralization of the content.
