“Content Marketing Will Give Way to a New Social Marketing”: Interview with Oscar del Santo

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Considered a “proper name in the online marketing scene” by Puro Marketing and a “great expert in reputation and personal marketing” by El Mundo , today we have the pleasure of interviewing  Oscar Del Santo . Oscar is one of the most well-known and influential online marketing and communication specialists in Spain, especially thanks to his work as a promoter and disseminator of reputation on social networks , “ inbound marketing ” and “personal branding”, and being one of the only Spaniards published in English on blogs in the “Top 100” in the USA. A trainer, consultant, author and lecturer, he is a  professor of the NTIC Masters in Social Media at UNED and the Complutense University, as well as of new technologies at the Real Madrid University School – European University. He is the author of “ Online Reputation for All ”, co-author of “ Attraction Marketing 2.0 ” and “Mejora y Gana: manual de marca personal para la búsqueda de empleo”. He recently published 'From Twitter to Heaven: a guide to achieving your goals on Twitter', one of the most and best recommended works in his field. He is a senior consultant at the Social Media Branding agency Soyunamarca .

Oscar is also one of the creators of Personal Branding Plan , the first new zealand business email list online course on
personal brand management in Spanish, and was part of the team of experts
at ' Personal Branding Blog ', the most widely read website in his field in the world.  Oscar is included in the list of 'Social Media Influencers in Spain in 2013' and in the 'Ranking and Directory of the best marketing twitterers in Spanish'.

In this interview, Oscar talks to us about reputation, social media and content marketing. We leave you with his great contribution:

 
 
Social Media Reputation Is Worked On Daily  —  How long does it take to neutralize a “blunder” with a client that has been made public? Does the audience sympathize with a victim to the point of rejecting a brand for its behavior (even if it was just a mistake by the Community Manager)?

It depends, of course, on the type of 'blunder', the promptness of the reaction and the rectification, if necessary. Our big brands in Spain and Latin America have a hard time asking for forgiveness , even when it is clear that they have made a mistake. This causes a logical reaction on the part of the online community , which translates into Trending Topics against them and other manifestations on the networks and social media that we study in the case study of crises. In many cases, the CM is not to blame, but those responsible for marketing and communication, customer service, etc. are.

 

—There are companies that, despite using Twitter and all the social networks, seem distant to us - perhaps because they are too big and have millions of users. How can they reduce this gap and generate greater trust with the community?
This 'distance' will always occur, and I don't think that all companies or organisations have to make an effort to appear 'close'. 'Good vibes' don't always work. What consumers mostly want are companies that offer us a good product or service and customer service worthy of the name. The rest is sometimes superfluous.