Building a more human-centered social reality on social media.

The world is changing, and consequently, the way we relate and communicate. The process of globalization, technology, and the historical moment in which we live have led to a significant transformation in the consumer’s behavioral repertoire, considerably impacting their way of thinking, interacting, and feeling. And influencing their desires, tastes, attitudes, preferences, and interests. This change in our current situation can be considered a new alternative for relationships, with some limitations, but at the same time with multiple potentialities and opportunities within the framework of the digital economy and commerce. Variables such as historical, sociocultural, political, and sociodemographic context, race, gender, occupation, academic background, and role within the community influence behavior today more than ever and affect decision-making in a more critical, spontaneous, active, direct, and real-time manner.

The creation of communities as part of the new social reality, within the framework of support networks for or against any concept, is actively spreading and constitutes an important and decisive challenge in the emergence or maintenance of new products or services. The advantages of the digital world at the service of consumers multiply the possibilities and guarantee the movement of the economy, even in times of recession.

This change in buying and selling patterns poses a greater challenge for companies, which must also be an active part of this transformation, forging a more human character in their processes of approaching, interacting with, and negotiating with consumers in order to remain relevant. This will result in greater positioning and generating a competitive advantage on social media, allowing them to obtain true commitment and loyalty as part of brand loyalty.

In this way, preserving or forging a more human sense of purpose implies, for companies immersed in digital marketing, understanding the need to preserve the concept and importance of the human, of the sensitive, and to transform intangible concepts such as honesty, responsibility, support, trust, and the emotional value of a brand into tangible ones, in light of its favorability or ranking in online reputation ratings. Likewise, they must develop a more empathetic social listening process with users, allowing them to identify the conversations, comments, and motivations that occur around the content (images, promotions, prices, services, and products) distributed within social media.

Using this new channel of expression that generates and distributes the exchange of ideas, thoughts, feelings, desires, and expectations, in a highly dynamic and demanding world every day, the true differentiating factor will be driven by those companies that are capable of developing and increasing growth opportunities, without losing sight of the consumer from the perspective of a human being immersed in a new virtual social reality.