What is the point of having a birthday party where no one knows you, no one is your friend, and anybody relates with you? Gaby Castellanos, CEO and Founder at Socialphilia begins all her conferences with this question and thoughts about social media. She is obsesses on explaining that followers number means nothing if connections and influences are not created, and that we must nurture the networks most important value that can contribute to brands: engagement. For {Gaby Castellanos;https://twitter.com/gabycastellanos} there is nothing more worthwhile than being able to create a dialogue with people. “Social media works, and better than ATL and BTL. Yes, you can sell from digital, but for that, more than followers or paying for advertising, you need engagement.” She said to PRODU that {Socialphilia;http://www.socialphilia.com/} with offices in Madrid, Mexico DF, Caracas, Bogota, Lima and Miami- differs from other agencies when it comes to creativity, which is shaped through a very close relation with consumers. “Thats why our strategies are effective and work properly for the brands we manage. We understand who is most important: that who buys” Castellanos explained. Understanding users and keeping an active listening is crucial to create engagement -an essential achievement- because it proves a successful and two-way relationship that can only be achieved with these platforms. “To get there, forget counting followers. Relationships are what matters. To be influential in a small group worth more than a million people ignoring you” she insisted.
