Pablo Buffagni from BBQ Agency: Consumers want brands to listen to them and answer in a dignifying way

For Pablo Buffagni, founder and creative leader of BBQ Agency, brands interested in including social networks as part of their marketing strategies, must avoid doing it in an improvised manner. The specialist points out to PRODU that brands must be clear as to who their audience is and invest in different contents for each platform. Buffagni indicated that these efforts must also go hand in hand with other media that allow “escalating” projects without ignoring that social networks have their own language. “For brands it is a challenge to understand that it it impossible to be in control of everything that goes on in social networks and that they must let everything flow spontaneously”. The specialist insists on the fact that companies must be creative in order to connect with their audience without it being obvious what it is they are attempting to sell: “Almost no one is interested in commercial information in that sphere, what we all want is to be distracted, have fun and we want to be heard and answered in a dignifying way”.Buffagni highlights that social media among the US Hispanic community are Facebook, YouTube, Twitter and Instagram, among the youngest people. For him, Yelp, is an interesting option for small and medium businesses.The expert concludes that companies must have among their main goals, to connect at a human level and at the same time, to take care of capitalizing the success they achieve. “The challenge is how to prove the impact of social media at a business scale”.