What was your journey until taking on this role in the company?
I graduated in computer engineering in Venezuela. During my first 8 years of work experience I understood that the combination of technology and communication amplified what I was passionate about: translating the love for the company's purpose into concrete actions, leveraging technology as a means to communicate and connect deeply with those who believe in the company. I then decided to pursue a Masters in Digital Marketing in Barcelona, Spain, where I worked for 6 years. Life then showed me a path still to be taken, making me return to my roots. Since 2021 I have been living in Italy and I am lucky enough to be able to continue my career in the field of marketing and communications alongside TSM. In the last period I have focused on creating content, both for the website and for social media.
Which social network is best suited to your situation and which is least suitable?
LinkedIn is the most suitable platform for TSM, as it allows us to connect with companies and professionals from our target audience, the B2B market. YouTube, in addition to making our products better known to our target audience, is also a valuable channel for end users to learn more about our professional cleaning solutions. Facebook, on the other hand, where we have only recently been present, is the platform least suited to our business model.
You are also present on Tik Tok, what is the purpose of this positioning?
From our global perspective, we have decided at the end of 2022 to be present on other platforms such as Facebook, Instagram, Twitter and TikTok. This is to allow our distributors, present in over 80 countries, where digital communication dynamics are specific to each region, to have access to the contents and presence of all the professional cleaning solutions offered by TSM.
The data shows that having a low number of followers damages the brand image, what do you think?
From my experience, I believe that the number of followers is not an indicator that reflects the quality of content and the success of a company. There are multiple variables that can influence people's decision to follow an account: the type of product, the most used platforms in their industry and country, the target audience and the content preferences that people want to follow. At TSM, we have achieved excellent results through our commercial network and distributors, who interact directly with the customer, offering impeccable service and receiving support thanks to the audiovisual content present on our social media.
Have you ever collaborated with professionals regarding the social sphere?
Yes, we currently work with external expert support. I believe this collaboration is crucial as they bring with them vast experience in using new technologies and best practices that have already been tested and proven before. However, I believe the best path is to maintain both external consultancy and strengthen a well-defined internal figure, strategically focused on applying TSM's mission and in-depth understanding of our client and industry input.
What are the future corporate communication projects?
TSM is a company in constant evolution and expansion, both internationally and in Italy. Since our inception, we have maintained a global orientation as a fundamental pillar of our communications. Presence in many countries brings a number of challenges. We recognize that effective communication is essential to building strong relationships with our distributors, taking into account their cultural contexts and the particularities of each market. Regarding our future plans, we have a clear and ambitious vision. We want to advance towards a more direct and meaningful interaction with the end user, particularly in the Italian market, by providing detailed information on our professional cleaning solutions and transparently sharing the values and purpose of our brand. We also wish to create targeted and specific strategies for each platform on which we are present in order to create quality content.