Gestión de Redes Sociales
en Latinoamérica
Search catches people who already know they need something. Social reaches them earlier, while they are still deciding who to trust. Across Latin America, that is where an enormous amount of the deciding happens.
The problem
Most business social accounts are a cost, not a channel.
The account exists. Someone posts to it. Nothing measurable happens. Four reasons that is usually true.
Posting about the business instead of for the customer
Anniversaries, staff birthdays, holiday greetings, a photo of the new sign. None of it answers a question anyone had. The content a restaurant should post is what the food looks like at eight on a Friday night, and what it costs.
Nobody answering the messages
A comment asking about price or availability that sits unanswered for three days is a customer who went elsewhere. In this region the direct message is frequently the enquiry, and response time matters more than posting frequency.
Chasing followers instead of the right audience
Twenty thousand followers who will never visit your city are worth less than four hundred people who live nearby. Follower count is the easiest number to grow and the least connected to anything useful, which is exactly why agencies lead their reports with it.
The same post on every platform
What works on Instagram does not work on LinkedIn, and TikTok punishes anything that looks recycled. Cross-posting identical content is cheap to do and visibly lazy to the people you are trying to impress.
What we do
What managing your accounts actually involves.
Not a posting schedule. An account that reaches the right people and gives them a way to start a conversation.
A content plan built from your customers' questions
We start with what people already ask you on the phone and in your comments. Those questions become the content, because they are provably things your market wants answered.
Production in local Spanish
Captions written for the market they run in. Aylin reviews the Spanish before anything publishes, because a phrase that lands in Mexico City can read as stiff or simply wrong in Buenos Aires.
Comments and messages handled
Monitored and answered, with anything that needs your expertise routed to you quickly rather than left sitting. The handover point is agreed with you at the start.
Paid support behind what is working
Organic reach on business accounts is small and getting smaller. When a post earns attention on its own, we put budget behind it so more of the right people see it. Handled through publicidad digital.
Reporting
What we report, and what we will not claim.
Social influences whether someone chooses you. It does not control it. We report on the part we run.
Reach among the right people
How many people in your actual market saw your content, and whether that number is growing. Reach in the wrong city is not progress, so we report it filtered to where your customers are.
Conversations started
Comments, direct messages and taps through to WhatsApp. These are the point where social hands over to you, and they are the clearest signal the content is doing its job.
Profile visits and saves
The quieter signals that someone is considering you. A save or a profile visit is a person who has not contacted you yet and is closer than they were last week.
What we will not put in a report
A revenue figure attributed to social. Once a conversation moves to WhatsApp and then to your team, whether it becomes a booking depends on your pricing, availability and how the conversation is handled. We will tell you what social delivered to your door and be honest that the rest is yours.
Latin America
Social media here does not work like social media in the US.
Four differences that change how an account has to be run, and that a US playbook applied unchanged will get wrong.
The conversation moves to WhatsApp
Someone sees your post, sends a direct message, and within two replies you are on WhatsApp arranging a booking. That is the normal path across most of this region. An account run without a route into WhatsApp is measuring engagement and stopping short of the handover.
Facebook is not the older person's platform here
In much of Latin America Facebook remains a primary commercial channel across age groups, not the residual one it has become in the United States. Strategies that quietly deprioritise it because of US convention leave a large audience unserved.
Spanish is not one language for this purpose
Vocabulary, humour and register shift between Mexico, Colombia, Panama and Argentina. A caption translated once and pushed to every market reads as foreign in most of them. This is the single most common tell that an agency is running the account from somewhere else.
It is a phone-first audience, in every sense
Content is watched vertically, with sound off, on a mid-range device, often on a connection that will not load a heavy video. Production that assumes otherwise simply does not get seen.
Platforms
Which platforms your business should be on.
Almost never all five. Being genuinely good on two beats being present on five, and we would rather tell you to close an account than keep it limping.
Who it suits
Where social earns its cost.
Social works hardest where people want to see a place, a result or a person before they commit. It works least where the purchase is urgent and functional, and in those cases we will point you at search instead.
Questions
Frequently asked questions
How often will you post?▾
Will I get more followers?▾
Will social bring me more customers?▾
Who writes the content?▾
Do you handle the photos and video?▾
Who answers the comments and messages?▾
Which platforms should my business be on?▾
Do I need paid ads as well as organic posting?▾
How long before social starts producing conversations?▾
What happens to my accounts if we stop working together?▾
Can you run accounts in English and Spanish?▾
Who would I be dealing with?▾
Let's look at your accounts.
We will review what you are posting now, what your competitors in the same city are doing, and whether social is where your next customers actually are. If it is not, we will tell you which channel is.