Is it worth it for the company to gain visibility on social networks?

The search for visibility on social networks today is almost mandatory and should have some priority for companies that want to win new customers. According to a survey commissioned by Sebrae in 2023, 64% of small businesses have a profile in the networks to advertise their products and attract more audience, as well as strengthen the brand, generate leads and keep in touch with current customers.

The problem is when the need to stand out leads to strategies that compromise credibility and generate negative impacts in the long term, as explains Raphael Mattos, the largest franchise influencer in Brazil: “O engagement at any cost, without planning or alignment with company values, can result in reputation crises and end up driving customers away”, he says.

According to Raphael, one of the riskiest practices is the use of polemics as a marketing tool.Postulative or sensationalist publications can generate immediate reach, but also result in negative reactions and even boycotts. Companies that engage in controversial topics without a clear strategy or that take time to react, end up losing credibility and facing impacts on their results. “The viralization of a content does not guarantee positive return. If the approach is poorly received 'as recently happened with Tania Bouillon, which took time to pronounce in the face of a problem 'the brand can be associated with negative values and have its image impaired”, the authority on the subject states.

Another common problem is the purchase of followers and false interactions. Although high numbers can create the illusion of popularity, the use of these tactics harms real engagement and compromises public trust.Platforms such as Instagram, Facebook and TikTok use algorithms that identify suspicious activity and can restrict the real reach of profiles that use these features. In addition, increasingly attentive consumers notice when a profile has false followers and this, again, compromises the credibility of the brand.

Founder of the Digital Revolution, a company specialized in digital marketing, Raphael Mattos points out that another recurring error is the excess of publications and the insistence on passing trends, trends, without connection to the purpose of the company. “Marcas that saturate their social networks with irrelevant or repetitive content lose engagement and drive away followers because it gets boring. Communication needs to be strategic, dynamic and consistent with the identity of the company, this is what ensures a lasting relationship with the public”, he explains.

Organic growth can be achieved through real interactions and the delivery of valuable content. This is essential nowadays, regardless of the size of the company or what it sells, the virtual showcase that represent social networks strengthens brands and generates consistent results in the long term, but it is important to work with well-thought-out strategies, not to bring only momentary attention, but the confidence of the target audience.