MERCADEO Versión en español
Leo Olper from D’Expósito & Partners: In social networks the voice of the brand must be clear and consistent
Maye Albornoz| 10 de junio de 2015
To have a clear strategy, and to be fast and flexible are the keys for a brand to be successful. That is what Leo Olper, partner and Business Development Director and Integration Officer at D´Expósito & Partners.”When dealing with social media, companies must understand each platform and which ones match their brands. Their voice must be clear and consistent, and they must listen, in and out of the networks”, assures Olper in an interview with PRODU.For the specialist it is also fundamental to consider that changes are fast, which is why there must be an effort to update and learn constantly. Likewise, brands must have the ability to give up control of conversations, because in social networks they are just presenters.Engagement is the main character in the digital realm, he thinks, because users love to receive something in exchange, without it being necessarily material. “They want something they can share and that lets them appear updated. Content is the king.”In his opinion, the most popular platforms among Hispanics in the US are Twitter, Facebook e Instagram, although Snapchat is going through an accelerated growth, particularly among younger people. Regarding return of investment, he says, links of trust must be established before insisting on messages directly from the brand, because there is a risk of losing people´s attention: “Communication must flow in two directions, then you can talk about profitability”.
