Social media guide

Spanish flag, Social media guide for SpainSocial media guide for Spain

Social media usage is a regular daily activity for many people in Spain. Therefore, this social media guide for Spain can be used as a helpful tool while managing your different social media platforms. This in order to reach out to your desired audience. The most used social network is Facebook, however, the local platform Tuenti has the highest number of users. Moreover, Twitter is also extremely popular in Spain. The platform is using the English language in order to encourage networking on a global level.

There are 8 million registered users of YouTube in Spain. Further, video content sharing represents 87% of the total Internet use. Organisational use of social media by the Spanish is currently being led by large global companies and some local firms. As a result of this, investment in digital marketing increasing year-on-year, for instance.

Policies and guidelines

Both private and public SMEs and organisations are currently thinking about how to use social media as a tool to manage their client and stakeholder relations. Therefore, it’s necessary to consider transparency and disclosure when using social media on behalf of a company or an organization in Spain. Because of this, policies and guidelines have been developed. Further, these guidelines are constructed by three different actors. Firstly by individual companies, secondly professional organisations and last but not least government bodies.

There is no formal legislation pertaining to digital content and social media. As a result of this, ethical guidelines have developed and become reasonably embedded in Spain. Moreover, this is particularly important due to the fact that social media engagement becomes more integrated into the marketing and communication strategies of organizations. The guidelines focus on issues regarding disclosure and transparency and in addition, the language and style of communication.

Social Media communication should follow the general rules of netiquette. In order to achieve this, the Word of Mouth Marketing Association has established a formal code of ethics and standards of conduct. This in order to embody the core values of trust, integrity, respect, honesty, responsibility and privacy that is expected of its members. Moreover,  code provides a basis for responsible online behaviour, which helps to build better social relationships by improving credibility and influence:

Search and Social Media Marketing for International Business

This Social media guide for Spain presents Salford Business School’s latest business management courses. The course offer an opportunity to learn how to use and be successful with different social media channels. The course is specialized in social media marketing for international business. In addition, the course was jointly researched by the Passport to Trade 2.0 project team and prepared with leading digital marketing agencies in the UK.

This Massive Open Online Course (MOOC) can help businesses and individuals to make the best use of search and social media platforms. Furthermore,  the course is called Search and Social Media Marketing for International Business. In conclusion, the MOOC is applicable to students looking for placements abroad as well as businesses thinking about new trade links. Therefore, the MOOC comprises the following twelve topics:

(Last but not least! Before you start the course please complete this short MOOC entrance survey).

How to develop a personal brand online (1/12)

  • Whether you are a student beginning a job search or a business person planning a new business venture, personal branding can make a difference.
  • Learn about personal branding and why it is important for you.

How to use Twitter (2/12)

  • Learn the basics of using Twitter to develop an individual or business profile.
  • Remember to use hash tag #SSMMUoS to share your learning journey on this course so far!

How to use Search Engine Optimisation (SEO) (3/12)

  • Learn the principles of SEO to ensure that your website and any social media profiles are found by individuals searching for your name, products and services.
  • These basic principles of SEO include keyword research, on-page optimisation and off-page optimisation.

How to use social media for international business development (4/12)

  • Social media networks break down the traditional country barriers, but do you know which networks are relevant for the country you are interested in trading with?
  • Find out in this video how to identify the relevant networks and what social media strategies you might be able to use on these networks.

How to use Facebook (5/12)

  • Facebook is currently the largest social media network in the world and it can benefit you as a business as well as an individual.
  • Learn how to develop a Facebook business page and see how other businesses use it and what strategies work for them.

How to use YouTube (6/12)

  • YouTube was identified as the second largest social network amongst younger internet users as part of the Passport to Trade 2.0 project.
  • Learn how to optimise your video content in order to reach wider audiences for your profile.

How to use LinkedIn (7/12)

  • LinkedIn is one of the three main professional social networks – the others being Xing and Viadeo which are also popular in several European countries.
  • Learn how to make the most of LinkedIn for your profile.

How to use Google+ (8/12)

  • Google+ is the second largest social network as of January 2013.
  • It is one of the fastest growing social networks and one that has the biggest impact when it comes to search engine results integration for anyone who uses Google as their main search engine.
  • Learn how to make the most of Google+ for you and your digital profiles.

How to use copywriting online (9/12)

  • Copywriting is a process of translating technical specifications and product descriptions into engaging and understandable customer focused text.
  • Learn about the basic techniques in structuring your online content here.

How to stay legal on social media (10/12)

  • Everything and anything you do and say online can be potentially viewed by anyone who has internet access.
  • Always respect the law and familiarise yourself with new options offered to you through a creative commons licence which is popular online.

How to use monitoring and reporting (11/12)

  • Whether you are an individual or a business spending time on social media – there has to be a return on your engagement online.
  • How do you justify your engagement on social media to your boss? Listen to the industry experts in this area and see what you might be able to measure in respect of your on-line engagements.

How to blog (12/12)

  • Blogging is a process of writing text and sharing content with others. It can help your customers or friends to keep in-touch regardless of social media platforms.
  • Think about the voice you might want to adopt and who your audience might be. Share your thoughts with us by writing a blog post about this MOOC.
  • Tweet us the link to your post on the #SSMMUoS Twitter hash tag.

Please complete the MOOC exit survey.

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