{"id":3269,"date":"2019-09-13T13:42:00","date_gmt":"2019-09-13T13:42:00","guid":{"rendered":"https:\/\/cckcentroamerica.com\/?p=3269"},"modified":"2025-05-02T16:12:45","modified_gmt":"2025-05-02T16:12:45","slug":"influencia-genuina-mas-alla-de-los-me-gusta-las-impresiones-y-el-engagement","status":"publish","type":"post","link":"http:\/\/cckcentroamerica.com\/en\/2019\/09\/13\/influencia-genuina-mas-alla-de-los-me-gusta-las-impresiones-y-el-engagement\/","title":{"rendered":"Genuine influence: beyond likes, impressions and engagement"},"content":{"rendered":"<p><strong>By Diana Quir\u00f3s, Data Meaning Leader.\u00a0<\/strong><\/p>\n<p style=\"text-align: justify;\">The people <strong>we are more than users<\/strong> and we interact with organizations, brands and other people, beyond our dynamics in social networks. That is the main reason why marketing and communication strategists should not base their strategic decisions only on interaction metrics, this in <em>marketing de influencers<\/em> or in any other communication management.<\/p>\n<p style=\"text-align: justify;\">The <strong>brands and organizations need to place their audiences at the center of their actions.<\/strong>, from planning and setting SMART objectives, to implementation and evaluation. For this, it is always necessary to investigate the audiences and obtain the correct and necessary inputs that allow us to achieve the objectives; because reaching an interaction metric is not the same as falling in love with the audiences and generating the desired behavior in them.<\/p>\n<p style=\"text-align: justify;\"><a href=\"https:\/\/cckcentroamerica.com\/cck-data-meaning\/\"><strong>What should we know about our audiences?<\/strong><\/a><strong> As much as possible.<\/strong> We can never again stop at their demographics. It will be necessary to understand their psychographic characteristics, the way they act and behave, their special interests, aspirations and concerns. And today more than ever, we must understand who they trust and who has real power to influence them.<\/p>\n<p style=\"text-align: justify;\">At CCK we undertook the adventure of discovering which institutions and people Central Americans have the most trust and credibility in different areas. In 2017, we <a href=\"https:\/\/cckcentroamerica.com\/blog\/estudios-de-comunicacion\/\">published the first edition of our study<\/a> <strong>\"Who do Central Americans believe?\"<\/strong>. On September 19, we will present the results of a new edition, which was developed by CCK's Data Meaning unit, with the participation of local consultants in the different countries of the region.<\/p>\n\n\n<p><\/p>","protected":false},"excerpt":{"rendered":"<p>Por Diana Quir\u00f3s, Data Meaning Leader.\u00a0 Las personas somos m\u00e1s que usuarios y nos relacionamos con organizaciones, marcas y otras personas, m\u00e1s all\u00e1 de nuestra din\u00e1mica en redes sociales. Esa es la principal raz\u00f3n por la que los estrategas en mercadeo y comunicaci\u00f3n no deben basar sus decisiones estrat\u00e9gicas s\u00f3lo en m\u00e9tricas de interacci\u00f3n, esto [&hellip;]<\/p>","protected":false},"author":4,"featured_media":3327,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[7],"tags":[20,24,8,16,11,17,12,21,13,22,18,14,15,19,25,23],"class_list":["post-3269","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-know-how","tag-buenos-resultados","tag-centroamerica","tag-compromiso","tag-comunicacion","tag-comunicacion-estrategica","tag-confianza-con-el-cliente","tag-crecimiento-empresarial","tag-eficiencia","tag-estrategia-digital","tag-gestion-de-tiempo","tag-lenguaje-con-el-cliente","tag-marketing-digital","tag-panama","tag-relacion-con-el-cliente","tag-resultados-de-estudio","tag-talento-humano"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Influencia genuina: m\u00e1s all\u00e1 de los me gusta, las impresiones y el engagement - CCK | Comunicaci\u00f3n Corporativa Ketchum<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/cckcentroamerica.com\/en\/2019\/09\/13\/influencia-genuina-mas-alla-de-los-me-gusta-las-impresiones-y-el-engagement\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Influencia genuina: m\u00e1s all\u00e1 de los me gusta, las impresiones y el engagement - CCK | Comunicaci\u00f3n Corporativa Ketchum\" \/>\n<meta property=\"og:description\" content=\"Por Diana Quir\u00f3s, Data Meaning Leader.\u00a0 Las personas somos m\u00e1s que usuarios y nos relacionamos con organizaciones, marcas y otras personas, m\u00e1s all\u00e1 de nuestra din\u00e1mica en redes sociales. Esa es la principal raz\u00f3n por la que los estrategas en mercadeo y comunicaci\u00f3n no deben basar sus decisiones estrat\u00e9gicas s\u00f3lo en m\u00e9tricas de interacci\u00f3n, esto [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/cckcentroamerica.com\/en\/2019\/09\/13\/influencia-genuina-mas-alla-de-los-me-gusta-las-impresiones-y-el-engagement\/\" \/>\n<meta property=\"og:site_name\" content=\"CCK | Comunicaci\u00f3n Corporativa Ketchum\" \/>\n<meta property=\"article:published_time\" content=\"2019-09-13T13:42:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-05-02T16:12:45+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/cckcentroamerica.com\/wp-content\/uploads\/2019\/11\/dfdfd-1024x696-1.jpeg\" \/>\n\t<meta property=\"og:image:width\" content=\"1024\" \/>\n\t<meta property=\"og:image:height\" content=\"696\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"asolano\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"asolano\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/cckcentroamerica.com\/2019\/09\/13\/influencia-genuina-mas-alla-de-los-me-gusta-las-impresiones-y-el-engagement\/\",\"url\":\"https:\/\/cckcentroamerica.com\/2019\/09\/13\/influencia-genuina-mas-alla-de-los-me-gusta-las-impresiones-y-el-engagement\/\",\"name\":\"Influencia genuina: m\u00e1s all\u00e1 de los me gusta, las impresiones y el engagement - 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