Fake news: posts more shared on Facebook

11-08-2019 by GuelphinFinitinissan It mediates

By all the enormous impact that are having at the moment the news trash, more known popularly as fake is known news. They are the news with highly showy holders, but that is very far from describing the reality for being false, partial or manipulated with some intentionality. Its aim? To direct in a certain sense to the public opinion. Although more and more people take brings back to consciousness of the existence of these false news and take their precautions, still those are many that €˜itch€™ and finish being believed them exactly.

They are, therefore, a serious problem of social type, not only by the defamation that constitutes towards people or companies, but because this type of €œthe news€, dice their character sensationalist, spreads very many faster than the news of real information.

In this post, we are going away to center in fake news that is published through Facebook. In this social network the propagation of the false news is superior to the one of other means due to the great amount of users whom it owns eager to share contents that surprise.

Fake news the shared content more

A good example is a study on the past elections to the European Parliament realised by the University of Oxford, that indicates that fake news shares more up to four times than the contents of serious or safer sources. A data that demonstrates that the users of Facebook are very inclined to share these news trash. The people in charge of the study even recommend to take special well-taken care of at the time of believing the news that circulate around the network. For this reason, when one notifies can be susceptible of being certain is not due to verify its veracity by means of other sources before sharing it.

The custom of many people to share the news nonresisted is due to a psychological behavior called €œconfirmation bias€. It consists, simply, in which there is people prone to believe only those information that confirm the previous opinion that they have on a certain subject. This causes that these news are shared very instantaneously, without previous verification of its veracity, with the purpose of publicly strengthening in the social network its opinion already established.

In the majority of the cases, badness or an intention is not an act to manipulate on the part of the user (which cannot be shelp of the €œbad means€ that publish deception knowingly), but is the main reason that fake news is disclosed so fast.

On the contrary, this psychological phenomenon also happens to the inverse one, since we are very obstinate to believe the news (although these yes they are certain or of trustworthy source) that contradict our initial opinion on a certain subject. One treats in both cases, as we see, of attitudes very marked by our psychology and our scheme of values.

For which Facebook?

But, for which this it is a phenomenon more characteristic of Facebook than of any other social network? Although it is certain that the diffusion of fake news can happen in any network in which written information, the certain thing is that shares Facebook has an extra ingredient that causes that this practical one is more habitual.

And this ingredient is not other that one of the main formulas of the success of the network led by Mark Zuckerberg: the famous algorithm of Facebook. The success of the algorithm is due to that likes is programmed to show us to the news chords the direction of ours, that denote our preferences. One is to offer to us, mainly, contained that is in agreement with our interests, tastes and preferences, taking as reference ours likes and the typology of publications previously shared.

Until there, all good. But the great problem arises when we ended up receiving the news with more interactions than they agree with our line of tastes, and there appear famous fake news. Those that more interactions generate and at more speed, and within our preferences to foment that confirmation bias.

A perfect cocktail in which the news trash swim to their wide ones. He is very useful to receive information of our interest, and therefore, related publicity that can also interest to us. But it is necessary to carry far the precautions. Therefore, one recommends the users of Facebook and, by all means, to the profiles of the brands that carry far the precautions and, before the minimum doubt, to confirm the news in other trustworthy sources.  

To read complete entrance

Sadvertising: The fashion of those announcements that make us cry!

06-08-2019 by GuelphinFinitinissan It mediates

It is an advertising tendency that, although old, is acquiring an important height now. As much that until already it has a name to define it: sadvertising. One is a technique that appeals to the heart through the sad emotions.

(more€¦) To read complete entrance

The average native digitalises begin to be profitable

04-08-2019 by GuelphinFinitinissan It mediates

They have consolidated already as informative references of the Spaniards. Next to the versions online of the great traditional heads (El Pa­s, El Mundo, La Vanguardia, El Peri³dico, ABC, La Raz³n€¦), native the average calls digital dispute the first positions in the hearing ranking. And not only that: many of them already begin to be profitable.

(more€¦) To read complete entrance

Six new functions to improve engagement in LinkedIn

02-08-2019 by GuelphinFinitinissan It mediates

With 610 million users and eleven million in Spain, LinkedIn has become the professional social network par excellence. To offer or search work, to do networking and to harness the personal brand are the main utilities for the particular users. As far as the companies, usually it is also an interesting tool of marketing and even of sales.

(more€¦) To read complete entrance

The ethical, more and more important reasons at the time of consuming

20-05-2019 by GuelphinFinitinissan It mediates

That the consumption model is in constant change is a fact. The consumer, generally, or looks much more there with which the main necessity that is satisfied it covers the product, or the price that it has with respect to the competition. Although logically these continue being some drivers very determining of purchase, is another motivation that is acquiring a decisive importance: the reputation that has our brand and its relation with ethical concepts as ecologism, the circular economy, solidarity or the collaborative economy.

The consumer evaluates the companies it jeopardize

All these values have happened to be much more sensible for the consumer. Thus, we see how it is raising to the reputation and the image name brand of the companies that responsibly manage the natural resources, that offer an suitable treatment to their employees and who manage the delocalisation in emergent countries with ethical criteria. Really, that contributes value to the general interest and to the society, and not only to they themselves as buying individuals. The consumer has adopted a new one brings back to consciousness more sensible and, along with the considerable increase of power that brand-client has gained in the relation, he feels like indispensable to much more take care of the corporative image in terms of RSC and sustainability.

The ethical values of the brands in €œnumbers€

This preoccupation towards the ethical values of the brands has been reflected in the study €œAnother consumption for a better future€, made by the Organization of Consumers and Usuarios (OCU) in collaboration with Global NESI Forum (Forum of New Economy and Social Innovation). In that investigation, they have analyzed indeed the effect that has the new behaviors of the Spanish consumers in their actual decisions of purchase.

According to it is reflected in the study, nothing else and nothing less than 73% of the survey ones (of a total of 1,284 people, being a representative sample of the Spanish population) openly declares to give a great importance him to the ethical and ecological aspects at the time of making its decisions from purchase. One is a very high percentage that endorses clearly this tendency of consumption, since it can pour off a great number of sales in very competitive markets in which the differentiation prevails.

The empoderamiento of the consumer: the origin of this tendency

It is being increased brings back to consciousness of which it is possible to penalize the behaviors that are considered abusive on the part of the companies, as well as to award those that agrees with their values and preferences. In this sense, the study determines that 62% of the Spanish consumers consider that its consumption is a very powerful tool to change the world, reaffirming this new privileged position. 57%, in addition, feel identified with the values of the brands that benefit to the people and the planet.

Evidently, so that these phenomena consolidate as generalized tendency, they must be followed of more or less massive form. The new responsible forms to consume according to ethical values, are become viral and widely accepted by the great majority of consumers. But the task is complicated in many occasions by a series of barriers that, actually, makes difficult that the consumers are congruent to the one hundred percent at the time of always consuming of ethical form. The lack of information (in a 60% of the cases), the price (58%), the accessibility (54%) and the difficulty to find responsible companies ethically speaking (52%) is the main stumbling blocks that find the consumers to be able to take to end their will to consume ethically.

This tendency supposes a great latent opportunity for the brands that want to be different themselves adopting this series from values so widely accepted. How they can adapt it to his strategies of marketing? To facilitate products that have ethical character with effort (36% of the survey ones would be arranged to pay a small cost overrun by ecological products 100%), or to take care of plus Responsabilidad Social Corporativa (RSC) of the brands can be very advisable strategies to differentiate and to secure a competitive advantage to us in a more and more sensible market to these values.

To read complete entrance

The Spaniards, more and more unfaithful to the brands

15-05-2019 by GuelphinFinitinissan He mediates

According to a recent study, the Spaniards we are less and less inclined to consume a single brand and to change and to prove other new ones. In other words, the Spaniards we are more and more unfaithful to our brands of all the life.

We were, therefore, before a new challenge for marketing. No longer he tries himself only to gain more and more clients, but to seat some solid bases not to lose those that already we have. The loyalty strategies gain weight in the policies of the brands. It is not necessary to give nothing to the new competitors who, mainly in markets with few entry barrier, appear now by all sides and that, overnight, can acquire a great popularity with innovators (and not very expensive) campaigns of digital marketing and social networks.

The certain thing is that the consumption structure has changed and the consumer now is equipped with much more power that for some years. And this brings about an increasing infidelity name brand, as it reflects the I Study of Relational Marketing, elaborated by Mediapost in collaboration with the Association of Marketing of Spain.

The main conclusion of the mentioned study is that a 5.9% of the survey Spanish consumers are only faithful to a same brand under any circumstance. It is a data that shows a substantial variation with the reflected one in another similar study, the Loyalty Monitor, also realised by Mediapost in 2017. According to this last survey, only two years ago the percentage of faithful Spanish consumers was of 12%. That is, that we have lowered from 12% to 5.9% in very just a short time.

The fidelity degree is not homogenous, according to indicates the I Study of Relational Marketing. A showy territorial slant exists first of all, since there are in our country certain autonomous regions whose consumers are €œdissolute more€ with the brands that those of others. In this sense, the most outstanding data talks about to Madrid, where only a 2.8% of the consumers affirm to be faithful to a brand €œpass which pass€. Murcia very follows close by the passages of Madrid, with an equally full 3.1%. It is clear that the consumer has finished releasing and the loyalty happens for being a high-priority pending task for the marketing departments of the companies.

But also we can speak of a generational slant. Unlike which it could think, by once in the life target millennial he is not the one that more problems presents this time. Quite the opposite, since the young people among 25 and 34 years are the segment of more faithful population (with a 11.3% against that 5.9% general), being in addition the only segment to age that has maintained this same percentage from the previous Loyalty study Monitor of Mediapost of 2017. More likely the cause is the communication form, key at the time of fidelizar. Due to their greater handling and proximity to the social networks and marketing online, the young people are more accessible by these routes, trying a bidirectional way of communication.

But, what takes to the consumers to be less and less faithful to the brands? First that there is to consider he is that the main factor that inclines to a buyer towards a brand or another one talks about to the qualities of the product: 70.3% of the Spanish consumers buy a brand determined by the quality-price who offer, and in a 62.1% by the strict satisfaction of their latent needs. Therefore, the infidelity causes directly are related to both indicators. The data speak in case single: 58.7% leave €œits€ brand on the other when it finds €œother attractive supplies in the point of sale€; 56.4% do by €œbetter prices€; and, 54%, €œto prove new things€.

To read complete entrance

The brands that invest more in publicity

30-04-2019 by GuelphinFinitinissan It mediates

The present economic conjuncture causes that the consumption has recovered and is in evident growth. One of the first signs of the slow but constant economic recovery has been the gradual approach at the buying levels and of consumption €œpre-crisis€.

(more€¦) To read complete entrance

X-ray of Generation Z, the new objective of the brands

29-04-2019 by GuelphinFinitinissan It mediates

At this point, practically everybody knows what is Generation Z and who compose it: the been born ones between 1995 and 2010, immediate predecessors of millennials. What is still an incognito to solve for many companies is how they behave as consumers, and how it is possible to be conquered to them as brand. He is target new and quite peculiar as we are going to see next.

(more€¦) To read complete entrance

The users approve the publicity in mobiles

25-04-2019 by GuelphinFinitinissan He mediates

One of the critics more typical than has been attributed to him to the publicity, in anyone of its formats or channels in which it is emitted, is its invasividad, something that causes that its effectiveness is reduced considerably. The hearings online, as much in computers as in mobiles, are especially active at the time of complaining it.

(more€¦) To read complete entrance

Which are the most excellent brands for the Spaniards

20-04-2019 by GuelphinFinitinissan It mediates

CEn the times that run, in that it predominates a constant change and evolution in the tendencies of consumption and the form to elaborate marketing strategies, we found a phenomenon that always has existed, but that today superb much more. The Spanish consumer always has been demanding, does not fit doubt. But the relation brand-client has intensified, and at the moment the exigency is much greater if it fits. 

(more€¦) To read complete entrance