Today I talk with Sérgio Gonçalves, founder of Live Content, a Portuguese leading digital agency in strategic execution of Social Networks, also present in Brazil and Mexico.
Let us know a bit about Live Content and what it does.
We do advertising. We use digital mixed with whatever is needed to get attention and build an audience.
You are present in Portugal, Brazil and Mexico. How is the internationalization going? Are the foreign markets very different?
Bumpy. Nothing is easy, but we are on the green for the first time across markets.
Countries are different but we work with and for people. Human nature is basically the same everywhere.
How well do you have to know a brand before you start managing their social profiles?
First we have to know the product and/or service. If it’s good then we can do magic stuff. If they suck we don’t stand a chance. Social means that everything is transparent and you can’t get away with a deceiving campaign.
What is the biggest mistake you see brands doing in social media?
Talking to themselves. Using it for internal vanity. Doing what Mashable says. Believing in Gurus and in marketing formulas. Branding as an end, etc.
What’s are the best practices for handling a social media crisis?
Facing it and being honest. You have to stand for something: Your identity. This way avoiding being gamed around by what anyone says. There are a lot of assholes, and clients are not always right.
What’s your opinion on the Ellen Oscar selfie?
How low can a ceremony get to have a selfie as a highlight?
Is it a good example of unobtrusive marketing?
I don’t have a clue what you are talking about. I hope it’s something good.