Well, social networks already influence more than television advertisements in the purchase decision and more and more consumers are seeking information and opinions from other users through social networks . And every time, we dedicate more time to them, both to interact with acquaintances and with brands, as well as to search for references and search for information of all kinds.

And we not only seek more information about products or services to be purchased, but we are increasingly giving more value to the information we find about said products or services.

Notable is the case of influencers , social, their recommendations already have more weight than those of the media or public people who appear in ads.

Not only is the search for information increasingly carried out through social networks, but also the way of communicating with brands has changed, now we have the immediacy of communication through Facebook or Twitter with brands. And if a brand has a good professional community manager , who knows how to respond in an appropriate tone, adapted to its audience and the brand’s line of business, and knows how to handle a reputational crisis online , the brand wins many points in terms of the consumers.

For all this, traditional media such as television or radio are losing their power of influence.

This is stated by the study by Influence Central : The decision to buy because of having seen an advertisement on television is made by 1.9% of consumers, having seen an advertisement or mention in newspapers or magazines, they make the decision to buy a 2 , 2% of consumers. However, the purchase decision through the information received in social networks is 3 times stronger than in traditional media.

81% of the people who participated in the Influence Central study affirmed that they bought products after seeing them on social networks, and it is that they receive the information as more authentic than in traditional media, where only the brand “speaks”, but not the real users. Three-quarters of participants said they check product or service recommendations on social media before deciding to buy.

That is why brands that are serious about their business, take into account social audiences , not only television audiences, since in addition to brands having these social media, it serves as a constant thermometer on their brand image and online reputation .