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Lucia Mendoza of Twitter: Brands must represent diversity within the app
Claudia Smolansky| 24 de enero de 2022
Se Tu Mismo Consciente Festival Circulo Oro
The 31st edition of the Circulo de Oro Festival started with Real Conversation, a talk by Lucia “Pistol” Mendoza, next head of Twitter Mexico & Latin America. “People have expectations that the brand will engage in some really relevant conversations, since in general they are tired of the same old same old. We stand at a moment of inflexion and reflection. We have to take a step backwards in order to understand what is happening now. The general opinion is that brands are stuck talking about what they have always talked about,” Mendoza said. In that sense, Pistol said that in one exercise they found that opinions everywhere generally agreed that brands are “playful and fun,” and that sometimes they even try to fit into the tone of the conversation. For that reason, Twitter questioned whether brands should or should not enter into certain conversations, and in their studies found that the answer was positive when it came to subjects of sociocultural celebrations, memes and online culture. As an example, the online platform recalled the example of Yorkshire Tea when it showed support for the #BlackLivesMatter movement and got other tea brands to join in and create the #SolidaryTea label. “It has to have a brand objective. We must write in favor of those communities and have the right approach,” Mendoza noted. Nonetheless, she recalled that not all those in a community are identical. “The value of Twitter is based on the fact that we are all different. We all have a voice and have the right to be represented in an individual way. Brands must represent our diversity on Twitter,” she added. Mendoza commented that 83 percent of people agree with brands speaking to them, as long as they do so with respect. There were 10 times more hashtag uses in support of communities. In addition, that support should last all year long. For her part, she said that 9 out of 10 people prefer brands that provide strong support for values and causes. In fact, she mentioned three attributes the community takes into account about brands: the tone, the subject and how they are referred to. “We must know the when, why and how. We invite all companies to reinvent their brands on Twitter,” Mendoza said. The Círculo de Oro Festival together with experts in the industry will discuss and honor the transformation of the digital ecosystem and technological innovations.
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#AWLATAM- Lucía Mendoza de Twitter: Hay que liberarse del tono artificial