Social Media Experiences: Consumers or people?

Andrés Lopez and Luis Miguel Quijada
Firefly Millward Brown, Mexico


This paper is double-natured. On the one hand, it is a kind of collection of learnings, empirically obtained through the research we have been carrying out for our clients in the past few years, regarding brands and what they are doing within digital environments. These learnings allow us to have a better understanding of the way brands must behave within social networks if they really want to connect with consumers. On the other hand, beyond empirical data, this paper reflects on what these data suggest about the nature of the relationship between consumers and brands. It isn't about a simple change of scenario or medium where the same old rules can be followed, but rather about a change of scenario involving a change in rules themselves. Let us explain ourselves.