What We Do > Social Media

An Online Necessity

Social Media is an essential part of a brand’s online identity. It helps increase visibility and social presence – their reach and awareness – connecting brands with potential customers. Social media can be used as a separate stand-alone channel across multiple channels including: Facebook; LinkedIn; Twitter; Instagram and YouTube. However, as part of an integrated PR campaign, it can significantly increase brands impact. Expertly done, it is also an important metric that can have a twofold impact: representing brands online voice, it’s ‘persona’, and generating an improvement in brands website ranking, the search engine optimisation (SEO).

Social media management includes the governance, setting the brands’ persona, including active or passive voice, the culture and tone. It’s also the day-to-day running of brands social media profiles. Social media advertising is hugely powerful as it can support increase the reach of content by sponsoring posts or growth by attracting new followers.

How social media works and why is it important?

Successful social media platforms have built-in data analytics tools, allowing brands to monitor the impact of their PR campaigns. Brands can use social media to ‘speak’ to a number of stakeholders, such as current and potential customers, current and potential employees, key opinion formers including journalists and bloggers, as well as the general public.

Brands using social media marketing can also allow existing and potential customers to post user-generated content, online comments, product, reviews etc. This is also known as earned media as doing this positioning them as brand advocates or ambassadors.

Social media management will only increase in importance for future SEO results as Google is recognising the significance of the various social media platforms, knowing that they offer a real and reliable marketing tool.

How we can help?

With so many ways to reach and engage with brands ideal audience, it’s essential to get it engagement exactly right. Sherlock Communications understands that each brands industry, business goals and objectives are unique. Hence we work collaboratively with our clients – from sectors as diverse as entertainment, education, business services and technology – to develop efficient customer support, governance, crisis management and escalation models. The end result is a distinct strategy empowering the in-house team and guarantees results.

Our in-house specialists can recommend the optimum approach for our clients to succeed online. From strategic planning to content creation, community management and paid-for promotions and evaluation, our custom methodologies and tools, as well as managing multi-channel campaigns, ensure clients an effective, optimised and scalable social media presence in Brazil. Whatever your objectives, at Sherlock Communications we have developed an agile, tried-and-tested approach for planning, creating and promoting stand-alone Portuguese visual and written content, as well as adapting and maximising the value of international social media assets. Our aim is for our clients get the best return for their advertising budget.

Through using social media as part of an integrated and monitored PR campaign, we can increase our clients fan/follower base, increase engagement or deliver tailored leads all in a short timescale.

Sherlock Communications develop the creatives, construct and manage the campaigns. We ensure brand message consistency and targeting while avoiding inundating the same platform or target audience. Using the data analytics we also provide clients detailed reporting, conduct testing to ensure the most effective approach.

We have established relationships with the key social media platforms and through working closely with their representatives, we are constantly updated on the latest advertising features and market trends. This enables us to keep both audiences engaged and our clients competitive.

The uniqueness of the Brazilian market

We are experts in managing PR campaigns in Brazil. This is essential since there is no ‘one size fits all’ due to Brazil being so culturally, educationally and economically diverse. However, with the increasing use of smartphones and consumer credit, as well as Brazil’s hyper-social culture, Brazilians use and consumption of social media dwarfs European or North American user-bases.

At around 3.3 hours per day, Brazil is the second in the world in the average time consumers spend on social media. Brazilian engagement rates are significantly higher than other markets (approximately 158% higher per post compared to the US for example).

Like many countries, Facebook dominates the market in Brazil with 31% penetration (reaching 78% of the country’s total unique users). It’s also important to note the importance and prevalence of the country’s second most popular network, WhatsApp (29%).

This alongside the popularity of Facebook messenger (24%) and Instagram (15%) — both ranking ahead of Twitter (14%) which is experiencing a decline in usage paints a picture that is mobile, short, sweet and visual in aspect.

Brazilian social media users tend to have a particularly sardonic sense of humour – friends are just as likely to share disparaging memes of politicians and gaffs from brands as gossip.

With such disparate audiences, the opportunities for brands to engage the Brazilian market using social media is immense. It’s a significant opportunity but it can also represent a risk. Therefore, any social media campaigns or content need to be carefully planned to ensure that there are no unintended ironies lost in translation. Sharing is often not the problem, standing out and getting the message right frequently is. Sherlock Communications has the capability to achieve this.

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