{"id":988,"date":"2011-02-25T09:09:00","date_gmt":"2011-02-25T09:09:00","guid":{"rendered":"http:\/\/hamilton.global\/index.php\/2011\/02\/25\/redes-sociales-sirven-para-conocer-a-nuestros-clientes\/"},"modified":"2025-12-02T09:39:11","modified_gmt":"2025-12-02T09:39:11","slug":"redes-sociales-sirven-para-conocer-a-nuestros-clientes","status":"publish","type":"post","link":"https:\/\/hamilton.global\/en\/redes-sociales-sirven-para-conocer-a-nuestros-clientes\/","title":{"rendered":"Social Networks: Are they useful to know our clients?"},"content":{"rendered":"
It is clear that social networks are becoming a channel of communication and relationship between people and between people and companies, generating millions of conversations between them. Today there are already countless cases of success in the use of social networks as a channel of communication and\/or promotion of a brand or specific product. These are campaigns that generally seek to increase traffic to the website. http:\/\/bit.ly\/eTEWjm<\/a> , to the point of sale http:\/\/bit.ly\/cDUvnk<\/a>, or increase the number of brand followers, http:\/\/bit.ly\/9Q4eiB<\/a>But the buzz about a brand can also be negative, if some population group or consumer segment considers that we are doing something wrong: producing, communicating, serving customers, managing human resources, etc. http:\/\/bit.ly\/fOPACl<\/a> . <\/div>\n

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In any case, whether positive or negative, can we consider that the information generated in all these interactions, whether completely spontaneous or somewhat forced by the marketing interests of companies, is a reliable basis for getting to know our clients or prospects better? To improve my products or the positioning of my brand?
In our opinion, there are different challenges that \u201canalysts\u201d must face if we want to work with reliable data: the representativeness of the conversations generated, having a clear measurement methodology and the incorporation of techniques already consolidated in the field of market research. <\/div>\n

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We will start this post by talking about the representativeness of conversations.<\/div>\n

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Many social media buzz monitoring tools provide results about the number of comments about a brand in a given period, once we have entered the brand name (and variations of it) into the tool as keywords to follow. It is interesting to follow the buzz generated by my brand in a broad sense, but are these blogs, microblogs, networks, forums\u2026 the ones that my current or potential clients usually use to talk about me, my competition, my sector, my products\u2026? Shouldn\u2019t we take the opinions generated by these clients or influential users much more seriously than those that come from a universe that we don\u2019t know who they represent? Defining who or what channels we are going to follow is therefore essential if the information obtained is to serve to gain further insight into our clients, our brand or our products and if we don\u2019t want to succumb to unnecessary alarms or draw erroneous conclusions. <\/div>\n
What can we do to identify who or what channels we are going to follow? We must distinguish between two identification groups:<\/div>\n