One of the main strengths of the study of Facebook as a business model lies in the fact that the social network permanently undertakes new actions aimed at achieving its business objectives. These actions constitute in themselves an inexhaustible source of information by Therefore, all brands with a presence on the Internet can benefit from new edges that allow them to increase the achievement of their objectives.After the launch of the page that promotes social tools for journalists, the social network culminates this April with Facebook Studio, a tool that aims to be the showcase for the most efficient marketing campaigns, so that agencies find relevant information with the aim of improving and optimizing their actions.This innovation of the social network speaks of a vertiginous transition towards full maturity of the social web but, Is Facebook really a showcase or a counter? … Is Facebook marketing only aimed at achieving the objectives set out in the different business plans? …Or, on the contrary, our great technological brother, really seeks to consolidate a new social order, a new civilization, through new paradigms of all kinds, with Business being just one more edge ?.If we take Latin America and its awakening to the social Web as an example, we will realize that, in general terms, there is a break between the nature of the social Web and the use that is given to it. There are many brands that abandon or do not extract the maximum potential from social networks because they do not understand their strategies and if this is not a minor fact in the framework of entrepreneurship as the philosopher’s stone of the new economy, it is even more so if we extrapolate it to governments, which continue to make use of the social web under the umbrella of content web formats, and it is precisely this reflection that leads us to establish that the new social ecosystem that builds the global macro network is moving towards a break with established systems. A new online world in which quality and efficiency are the philosopher’s stones and in which any hint of abuse or speculation is eradicated by algorithm or damaged reputation in real time. Social networks are here to stay and with this statement we cannot simply remain unmoved by them.
Let us think for a moment the infinite and exponential nature that the union of billions of users supposes, all exercising a micro-enterprise, finding new needs to which to respond or knowing that they are capable of responding to interests, with the same vertiginousness with which the network feeds its own.
It is more than evident that brands will not achieve success in their online businesses by the mere fact of having an active Community Manager, but rather it will be through dialogue, from the real opening towards the construction of a new horizontal framework, that the nature of a showcase of virtues and a display of skills, it is transmuted towards the efficiency required by the social order in all spheres in order to start a new cycle.Consolidated brands, SMEs, investors, micro-entrepreneurs, whatever the denomination under which a social media presence is encompassed, the balance between emotion and reason, between commitments and objectives, between business and society, is simply This is perhaps the most substantial difference between the shop window nature ignored by even the presence of governments and nations on social media, and the efficiency that supposes being a showcase of values inherent to each and every one of the actions that make up every second, the social fabric. Current marketing and its constructive nature, advertising becoming tangible through content, video exalting the most visual aspect and auditory associated with emotions, showcase and counter simultaneously and always betting on responding to the needs of others as they are built As communities ancestrally, the individual skills of each member at the service of the community and with the aim of growing and developing.