(A)Social networks – opportunities and risks for the marketing of FMCG producers

Newsroom 05/12/2013 | 05:00


The regular consumer mentions a brand over 90 times a week during discussions with family and friends on social networks. The speed at which any information is spread over the social network is amazing and comparable to television.

No strong brand in FMCG cannot afford not to have a strategy regarding the opportunities and risks generated by social network and the Internet for business. On Facebook, Twitter and millions of other forums, customers post opinions about your products and services. It is already a reality the fact many people use social media to inform themselves when deciding to buy a product or a service, and comments, the advice of virtual “friends”, can influence their decisions more than any commercial.

Smart organizations respond by taking a step forward in the effort of interacting with clients in a more personalized manner, so as to positively influence them. Through a correct analysis, these data can translate into efficient business decisions. In addition, the acquired information help companies better manage their relationship with clients in the case of an image crisis, without a negative impact on a company’s reputation.

The SAP solutions for Social Media allow you to:

1.                      1. Listen (SAP Social Media Analytics by NetBase) to the consumers’ opinions posted on the Internet regarding your brand.

Through the SAP Social Media Analytics solution, you have direct access to information generated in the last 12 months on social media, collected from over 95 million sources. Up to 500,000 inputs are added and analyzed each hour, so you can always be updated. The SAP solution can analyze and index what is said online, to shape the user sentiment about a certain topic. Access to these data can become very useful when combined with other information in the organization. Thus, a marketing specialist can monitor the messages that attract most readers, so as to allot funds for content promotion on a certain social network, to attract more customers.

2.                      2. Interact (SAP Cloud for Social) with consumers on social networks. Having access to information they post about your brand (either positive or negative), you can interact directly with consumers on the exact channel where they posted their opinions, solving in real time the issues they might face or even strengthen their positive opinion about the brand.

Customers can become promoters by following their opinions on the products and services of a company, and by providing answers and details regarding these, in a personalized manner.

These solutions are first presented to companies in Romania by Fair Value – Gold SAP partner. For more information, visit www.fairvalue.ro.

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