What is a Community Manager?
In this article, we intend to look for a simple and quick definition that can describe the main characteristics of a Community Manager. To this end, we can say that the Community Manager is a professional who is responsible for building and managing the online community and the brand's identity and image, creating, and maintaining long-term and stable relationships with customers, their online followers or their community.
A Community Manager is a specialist in Digital Marketing, in charge of managing and controlling the social networks of a given company. In addition to trying to humanize the brand, the Community Manager seeks to bridge the gap between the public of a company and the company itself, generating a community.
What tasks does a Community Manager perform?
A Community Manager is responsible for several tasks. The following are the 8 main tasks that every Community Manager must perform:
- Manage the company's community
- Listen and know what their customers want
- Research and analyze the competition
- Manage the company's digital identity
- Carry out campaigns on social networks
- Monitor and statistically analyze all social networks
- Manage crisis situations of online reputation
- Keep up to date on the new trends and apply these quickly
These tasks are all related to the brand's community. This demonstrates that the Community Manager must know for whom he/she is speaking and the topics to be addressed. Their mission is to build, sustain and improve the link between the brand and its audience.
The Community Manager must manage five main areas in social networks:
- Monitoring
- Response
- Broadcasting
- Branding
- Analysis
In order to become a good professional and be the best Community Manager it is not only enough to know the tools and different platforms, you will have to acquire a solid performance in your daily tasks as a Community Manager. The best way to work and to develop this experience is to work on your personal brand and personal social network profiles.
Working in an organized manner, with planned monthly content and guidelines for responding to users is vital so that the task does not become overwhelming. Social networks are the voice and image of the brand in the digital space and not a personal portal. We must be cautious and always respect the wishes of the brand. Never take any comment personally. Some of the indispensable tools to make the job easier and keep up with the latest trends are the following: Hootsuite, Facebook business, metricool, Tweet Binder, Google Trends, Google Analytics and Blogsterapp, among others.
Flash Glucose Monitoring and Reduction of Acute Diabetes Complications
Capillary blood glucose monitoring has been fundamental throughout the history of diabetes to improve metabolic control and reduce complications. Among the various continuous glucose monitoring (CGM) systems, the most widely used is the "flash" system, which measures glucose continuously.
Continuous glucose monitoring throughout the day with this system can prevent periods of hypoglycemia and hyperglycemia, unlike the traditional system. This method not only alerts the patient to fluctuations in glucose levels, but also facilitates quick and efficient action through more precise administration of the required insulin. This system shows the trend of blood glucose levels and allows the patient to predict what their levels will be in the short term.
The Flash System consists of two main components: a handheld reader and a disposable sensor that is worn on the back of the arm. The reader is used to wirelessly scan the sensor and obtain glucose readings. When the patient scans the sensor with a special device or cell phone, the current and previous 8-hour blood glucose levels are provided. This allows the patient to take preventative measures against hyper- and hypoglycemia.
The only "flash" system on the market is the FreeStyle Libre (FSL), which is why it is widely used in developed countries and financed by most public health systems.


A study conducted at the University of Paris analyzed hospital admissions for hyperglycemia, severe hypoglycemia, ketoacidosis, and diabetes-related coma over a one-year period. Patients with type 1 (DM1) and type 2 (DM2) diabetes, treated with a "flash" system, participated and their evolution was compared with the previous year without continuous glucose monitoring. The sample included 74,011 individuals, 45% with DM1 and 55% with DM2. Of these, 88% were treated with multiple doses of insulin or an insulin pump. The use of the Flash system showed a dramatic reduction in hospital admissions for diabetic decompensation, namely 49.0% in people with DM1 and 39.4% in people with DM2. The most significant reductions were in admissions for ketoacidosis, which were more than halved (56.2% in DM1 and 52.1% in DM2), and for diabetes-related coma (39.6% in DM1 and 31.9% in DM2). Hospitalizations for hypoglycemia and hyperglycemia decreased by 10.8% and 26.5%, respectively, in people with DM2.
An interesting finding of the study related to capillary blood glucose monitoring was that hospitalizations for hypoglycemia were marginal, most likely due to the ability of patients to resolve them without the need for hospitalization.
The General Alliance of Patients (AGP) believes that:
- The new Flash Glucose Monitoring System breaks new ground in the management of patients with diabetes who are treated with multiple doses of insulin (MDIs).
- Obtaining glucose levels in a simple and painless way, without the daily finger prick, allows for more frequent monitoring. The patient has more information that is easy to interpret and use, which contributes to improved adherence and metabolic control.
- By having more data about their glycemic profile, patients will be able to better adjust the insulin doses needed to optimize their own metabolic control, thus avoiding acute complications in the short term and chronic complications in the long term.
- This device will provide patients with greater self-management of their disease and autonomy in decision making, which is a critical element in treatment adherence and a reduction in the burden of care by reducing the number of doctor's visits and hospitalizations. This situation will lead to savings for the health system, both economically and in terms of human resources.
- The new Flash Glucose Monitoring System facilitates communication between professionals and patients with the common goal of optimizing metabolic control by sharing information and knowledge to improve decision making. This defines a new model focused on patient care, autonomy, and shared responsibility. It is important to emphasize the importance of involving all stakeholders in the system in order to achieve collaborative efficiency.
- Non-adherence reflects the difficulty of living with diabetes and is one of the main reasons for not achieving the desired goals. It also has a major negative impact on the natural history of DM and on costs.
- In patients treated with multiple insulin injections, the high number of daily injections is one of the main causes of non-compliance and optimization of metabolic control. Elimination of these habitual injections will undoubtedly have a positive influence on the psychological state of the patients.
- Personal empowerment is key for patients to be able to manage their DM on a daily basis with greater confidence in the control and optimization of their treatment. It is important to emphasize the importance of providing patients with resources that facilitate their daily decision making, as they are the active daily decision makers in the management of their disease. In this way, the patient will be able to better control his pathology by understanding and participating in his treatment in a much more positive and active way.
- This new Flash Glucose Monitoring System is a key technological innovation that will enable both professionals and patients to make the right decisions. Daily information is essential to know the pattern of glucose levels, their variability and to make the necessary therapeutic adjustments.
For all these reasons, a system that is integrated into the daily life of the diabetic patient, that provides easy-to-interpret data and, at the same time, eliminates the routine of finger pricking, allowing a better social adaptation of the diabetic patient, will undoubtedly become a fundamental element in improving the control of the disease and will help the patient to make appropriate decisions regarding his or her treatment.
World Diabetes Day
World Diabetes Day has been celebrated since 1991 and is promoted by the International Diabetes Federation (IDF) and the World Health Organization (WHO), who launched this global campaign in response to the alarming increase in the incidence of diabetes around the world.
The date of November 14 was chosen because it coincides with the centenary of the birth of Frederick Banting, who, along with Charles Best, conceived the idea that led to the discovery of insulin in October 1921.
The purpose of the day is to raise awareness of the causes, symptoms, treatment, and complications associated with the disease. World Diabetes Day reminds us that the incidence of this serious disease is increasing and will continue to do so unless we take action now to prevent this enormous growth. The number of people with diabetes has quadrupled over the past 40 years. It is the only non-communicable disease for which the risk of premature death is increasing rather than decreasing.
WHO facts and figures
- The number of people with diabetes increased from 108 million in 1980 to 422 million in 2014. The prevalence of the disease has increased faster in low- and middle-income countries than in high-income countries.
- Diabetes is a leading cause of blindness, kidney failure, heart attack, stroke, and lower limb amputation.
- Between 2000 and 2016, premature mortality from diabetes increased by 5%.
- In 2019, diabetes was the direct cause of an estimated 1.5 million deaths, and in 2012, 2.2 million people died as a result of hyperglycemia.
World Diabetes Day brings together millions of people in more than 160 countries to raise awareness about diabetes, including children and adults affected by diabetes, healthcare professionals, health policy makers and the media. Numerous local and national events are organized by Member Associations of the International Diabetes Federation and other diabetes-related organizations, healthcare professionals, health authorities and individuals committed to diabetes. World Diabetes Day unites the global diabetes community by creating a powerful voice for diabetes awareness. In Spain, the Spanish Diabetes Society and the Spanish Diabetes Federation are member associations of the International Diabetes Federation.
The World Diabetes Day logo is a blue circle - the global symbol of diabetes, created as part of the Unite for Diabetes awareness campaign. The logo was adopted in 2007 to commemorate the adoption of the United Nations Resolution on World Diabetes Day. The meaning of the blue circle symbol is incredibly positive. In many cultures, the circle symbolizes life and health. The color blue represents the sky that unites all nations and is the color of the United Nations flag. The blue circle symbolizes the unity of the international diabetes community in response to the diabetes pandemic.
Diabetes mellitus is a chronic disease that occurs when the pancreas does not produce enough insulin or when the body does not use the insulin it does produce effectively. Insulin is a hormone that regulates the concentration of glucose in the blood, or blood sugar. The result of uncontrolled diabetes is hyperglycemia (high blood glucose), which over time can cause serious damage to many organs and systems, especially nerves and blood vessels.
- Type 1 diabetes (formerly known as insulin-dependent or juvenile diabetes) is characterized by the absence of insulin synthesis.
- Type 2 diabetes (formerly called non-insulin-dependent or adult-onset diabetes) results from the body's inability to use insulin effectively, often as a result of obesity or physical inactivity.
- Gestational diabetes is hyperglycemia first detected during pregnancy.
Types of Diabetes
A century after their discovery, insulin and other essential components of diabetes care remains out of reach for those who need them. This must change. Support our call to action to make sure it reaches the people who need to hear it. That's why the central theme of World Diabetes Day 2021-23 is Access to Diabetes Care.
- Millions of people with diabetes around the world lack access to diabetes care.
- People with diabetes need ongoing care and support to manage their condition and prevent complications.
Simple lifestyle changes have been shown to effectively prevent or delay the onset of type 2 diabetes. To prevent type 2 diabetes and its complications, these behaviors should be followed: eating a healthy diet, getting regular physical activity, maintaining a normal body weight, and avoiding tobacco use.
How to Use Tik Tok: Connecting with Younger Audiences
Video is the format at the forefront of social media's evolution, and Tik Tok has been the fastest-growing social network since its launch in 2018. It has even surpassed Facebook, Instagram and YouTube in terms of downloads and hours of video watched. The video app has more than 130 million active users who connect daily, either to watch or create content. It's no surprise, then, that the rise of Tik Tok has caught the attention of many companies, who are wondering how to create a good content strategy that engages users.
The application is a very attractive showcase for companies that want to reach an audience that is mostly young and saturated with traditional communication and the advertising bombardment to which they are exposed every day on other social networks. Currently, the application does not have a large presence of brands, which can be very interesting for those who want to make a difference and get ahead of the change in the advertising paradigm. But how to create a good content strategy that is interesting for users?
First, it is necessary to understand how Tik Tok works and what the goal of this famous application is. Its algorithm focuses on creating a space for the user where videos are collected according to their tastes - based on followed accounts, popular hashtags, as well as likes and comments on different publications. The videos are generally short, although a few months ago they added the option of making videos up to three minutes long, with dances, music videos and challenges dominating. Although the main content of the app is the aforementioned, there are videos for all tastes and about all hobbies and interests: cooking, tips, sports, astrology, etc. Something similar happens with the target of this social network, mainly belonging to Generation Z (young people born after 1996), but there are users of all ages, and an increasing number of Millennials and Boomers are joining the Tik Tok trend.


Here are some key points to develop a good strategy that will impact and retain our target audience, while being able to create a solid community with high interaction.
- The brand language must be adapted to the needs of the app. There is no room for purely corporate content.
- All videos must have a clear focus on audience interaction. Users will punish one-way conversations.
- Keep your brand fresh and fun. Humor and simplicity are much more appreciated than professional, well-produced and planned videos. It is recommended to edit with the resources of the app itself.
- Hashtags are very important and although it is good to create your own brand hashtags, you should use the most popular ones associated with the brand content.
- Look for current trends: which videos are liked by our target audience. To be able to create content according to their needs.
- Be responsive and not fall into the repetition of formulas and challenges that work. Tik Tok moves at breakneck speed and requires constant updates from the creators.
- Do not try to adapt content from other formats. The social network has its own language and demands originality.
- For collaborations, it is better to work with tiktokers themselves. If you want to create content with an influencer, keep in mind that influencers from other social networks do not usually have a strong presence on this application.
- Create content that invites users to participate and become part of the brand by creating a community. Interact with them constantly.
- Ads work, but they are not the only thing that influences users. It is currently a very limited option, but we plan to expand it in the coming months to include new ad formats.
We hope this helps you and that you join the Tik Tok fever. Give your brands a young and dynamic look that makes you stand out from the rest.
Importance of first five years of brain development
The brain is the only organ in the body that takes a long time to grow and develop, undergoing amazing anatomical and functional changes from the prenatal stage to early adulthood.
After birth, a baby's daily experiences play an important role in the development of his or her brain. The number of new synapses increases exponentially in the postnatal period, especially in the first two weeks of life. At this stage of development, the production of new neurons (neurogenesis) and the connection between them (synaptogenesis) increases the possibility of modification of brain function (brain plasticity), which depends mainly on early experiences. This means that if the baby is exposed to affective deprivation at this stage, phenomena of neuronal death (apoptosis) will occur at the cerebral level, resulting in a greater vulnerability to stress and a decrease in the infant's immune response.
For this reason, parental attention during early childhood is crucial for brain maturation, especially for the structures responsible for affectivity and memory.
Humans need a significant postnatal experience to adapt to the new environment and to learn a form of communication that allows them to survive in it. In this sense, lullabies, the mother's conversations with her baby, her tone and timbre of voice from the first moments of life will help the baby to produce and decode the speech sounds that will form the basis of language, since daily experiences modify the neural circuits during the so-called critical periods for learning spoken language.
Early childhood is the launching pad for our sensory and perceptual universe, which will not only allow us to stay alive (when approaching or moving away from a stimulus) but will also be the vehicle for the conduction of cognitive, motor, and emotional information. The first years of life are critical for human development, as early experiences shape the architecture of the brain and shape future behavior. During this period, the brain undergoes phenomenal changes: it grows, develops, and goes through sensitive periods for some learning, so it needs an environment with meaningful experiences, multisensory stimuli, adequate physical resources; but above all, it needs an environment enriched by the care, responsibility, and affection of a committed adult.
That is why experts advise, and never forget: Read, sing, and talk to your young son or daughter because they need it.
A groundbreaking TED Talk by 7-year-old Molly Wright, a second-grader from Queensland, Australia, who is now one of the youngest TED speakers in history, is set to change the way parents and caregivers around the world view early childhood brain development and the way adults interact with children, and aims to show that there are simple but transformative things we can all do to help children thrive.
MOLLY’S TED TALK Project aims to raise awareness around the world about the critical importance of brain development in the first five years of a child's life and the impact it has on their future.
Backed by the latest research on child development and presented as a TED Talk, the short film aims to empower and motivate parents, caregivers, and community members to engage more meaningfully and frequently with children.
The talk highlights the tangible benefits of positive, reciprocal "serve and give back" interactions and the impact this has on a child's lifelong learning, health, and well-being. It also includes key messages about the importance of play, the prenatal period, and children's mental health.
Building on the five key tips of connect, talk, play, healthy home and community, the talk explains the simple and fun things we can do to make a big difference to a child's brain development and well-being, and the role we can all play.
So, can a game of hide-and-seek change the world?
Influencer Marketing: Is This Strategy Right for Me?
The development of an influencer marketing strategy in the digital environment is not an easy task. On the one hand, brands and products must be careful in their choice of influencer profiles, and on the other hand, they must assess the audience's receptiveness to this type of activity. However, influencer marketing is a powerful tool to achieve reach, visibility and connect with users who are immune to traditional paid media and content marketing campaigns, so it is worth considering. So, let's get to it.
The evidence suggests the answer is yes.
Should brands only develop an influencer strategy if they want to reach young audiences? The data tells us so. The accounts that users follow most are still those of their immediate environment, followed by influencers, according to the latest IAB Spain report on the use of social networks. 74% of women between the ages of 16 and 24 follow these profiles. 54% of women between the ages of 25 and 40 do the same.
On the other hand, according to 45% of respondents, Instagram is still the network where they follow the most influencers. This is followed by YouTube (29%) and Facebook (26%). 33% of respondents believe that the influencers they follow have credibility, and 43% believe that the comments of this group are somewhat or very promotional.
In addition, according to Fourcommunications, 49% of consumers state that they are recommended by the opinions of influencers on social networks, which has a clear impact on users' purchasing decisions, for example. Finally, most of those who follow an influencer's account trust them more than commercial communications. This is reflected in a 30% higher engagement rate in actions with influencers.
It´s clear that the data leads us, at the very least, to explore the possibility of launching an influencer marketing strategy. But what should this strategy look like?
Find your influencers
Identifying your brand and product values and finding influencers who align with them, not only in subject matter but also in tone and positioning, is the first step in creating a successful strategy. In addition, there must be verification that both the traffic to their website and their followers are real. Finally, we need to assess whether we want to target celebrities with hundreds of thousands of followers. Or do we prefer a network of micro-influencers with greater capacity?
When we make this type of strategic decision about the type of influencer we want to work with, we need to take into account this classification that we marketers use.
- Mega-influencers or celebrities: these are superstars with over a million followers, usually celebrities, managing a large volume of brand and product collaborations.
- Macro Influencers: Influencers with 100,000 to 1 million followers, usually celebrities, but with a more local reach.
- Micro-influencers: people with accounts that have between 1,000 and 100,000 followers, their authenticity and credibility is usually high.
- Nano-influencers: users with less than 1,000 followers who have an immense amount of influence in a small niche.
Celebrities vs. micro-influencers
A recent study by Bazaarvoice and Savanta, which analyzed social network users' impressions of celebrity-generated content in the United States, United Kingdom, Canada, Germany, France, and Australia, found that 56% of the 9,000 users surveyed prefer to follow anonymous people on their social networks. In contrast, only 34% said their favorite content was generated by celebrities, 29% by experts in certain fields, and 25% by social media stars.
In the same study, users also say that the sources they trust most on social networks are experts (39%) and ordinary people (38%), ahead of celebrities (14%) and entertainment 2.0 stars (9%).
This points to the growing importance of micro-influencers, accounts with fewer than 10,000 followers that are highly responsive and interactive with their own audiences. These micro-influencers are usually part of niche, hyper-localized and hyper-specialized communities and are a good tool for brands to gain visibility and generate more reach.
The effects of blue screen light on our skin
More and more people are becoming aware of the damage that UVA and UVB rays can cause to the skin and are taking effective steps to protect themselves from them.
Now, experts are warning us about the risk posed by unprotected exposure to another type of radiation, known as visible light. This has also been shown to be detrimental to skin health. Visible light is nothing more than the small portion of the electromagnetic spectrum that the human eye can detect. It is usually associated with sunlight, whose harmful effects on the skin are well known. However, it is not as well known that household light bulbs or the screens of electronic devices such as smartphones, televisions, computers, or tablets also produce visible light. Forty percent of the visible light emitted by these devices is blue light.
Blue light can penetrate the skin and cause damage to the deepest layers of the skin. Given the number of hours that most people spend in front of computer screens, it is important to be aware of the effects of blue light and its impact on skin health.
The screens are emitting blue light in a more intense way and the exposures are getting longer and longer. A warning to consider in the current pandemic situation we're living in, where exposure to cell phones, computers and tablets has skyrocketed due to telecommuting, online meetings, and classes... Everything is much more virtual.
Although the light we receive from mobile devices is much less energetic and does not affect us in the same way, it all adds up. Its rays are able to penetrate the skin deeper than UV rays and can damage epithelial cells, causing the following effects:
Dehydration: Blue light can cause a decrease in aquaporins, molecules responsible for maintaining skin hydration. This reduces the skin's ability to retain water, accelerating premature aging.
Wrinkles in the skin: The effects of blue light promote the uncontrolled and disorganization of enzymes known as metalloproteinases, thus destroying the extracellular matrix. This results in the degradation of collagen and elastin, causing a loss of firmness and elasticity and favoring the appearance of wrinkles in the skin.
Skin spots: Exposure to blue light for many hours stimulates the activation of melanocytes. This increases the amount of melanin in the skin, promoting hyperpigmentation.
Premature skin aging: Blue light stimulates the formation of free radicals. These radicals damage the extracellular matrix. The result is a loss of skin firmness and the appearance of wrinkles. In addition, blue light can alter the structure of fibroblasts. Fibroblasts are responsible for stimulating the collagen that keeps skin firm and radiant. The stress caused by blue light on cells can last up to 48 hours after exposure.
Fatigue: Prolonged use of devices causes insomnia due to the overstimulation of the brain from light throughout the day. Lack of rest leads to dehydration and decreased collagen synthesis, resulting in loss of luminosity and firmness.
Screens are necessary for work, communication, information, and entertainment. However, it is advisable to protect oneself from the blue light that they emit and to reduce the exposure to this type of radiation as much as possible. It is important to use products that protect your skin, just as it is advisable to use a filter on your screen to limit the blue light emitted by your computer or mobile phone.
You can control your exposure to blue light in the following ways:
- Move the LED light source away from your face:
- Use a hands-free mobile phone.
- Move your computer screen as far away from your face as possible.
- Use the night mode of the mobile screen, which emits less light than the normal mode.
- Use sunscreen with visible light filters, even indoors, if you cannot reduce exposure to blue light. We have a very strong sense that we need to protect our skin when we are going to be exposed to the sun. But we don't have the same attitude when we're in front of a computer.
- Moisturizing products with formulas rich in antioxidants, vitamin C, ferulic acid or vitamin E, which can fight free radicals, should be part of your daily skin care routine.
2021 World Breastfeeding Week
World Breastfeeding Week, which aims to promote breastfeeding and improve the health of babies around the world, is celebrated in more than 170 countries from 1 to 7 August.
World Breastfeeding Week was officially proclaimed by the World Health Organization (WHO) and UNICEF in 1992 to coincide with the anniversary of the Innocenti Declaration, formulated by senior officials of these two organizations in August 1990 to protect, promote and support breastfeeding.
However, in Europe, including Spain, because August is a holiday period, Breastfeeding Week is celebrated in October.
Breast milk is the first vaccine for the newborn, colostrum, the first milk, thick and yellowish, produced in the first hours and days after birth, is the best food for the newborn, there is no supplement that can replace it. This milk is very nutritious and gives the baby great protection against infections and other diseases.
Delayed breastfeeding increases the risk of neonatal mortality by up to 80%.
According to UNICEF, about 77 million newborns - or 1 in 2 - are not breastfed in the first hour after birth, depriving them of the nutrients, antibodies and contact with their mother's skin that are essential to protect them from illness and death.
Benefits of breastfeeding for infants and mothers
Exclusive breastfeeding is the best nutrition a newborn can receive until 6 months of age, when complementary feeding begins. The WHO recommends exclusive breastfeeding for the first 6 months of life. After that, it is recommended to continue breastfeeding until at least 2 years of age, with appropriate supplementation with other foods.
It protects the baby against infections such as gastroenteritis, respiratory tract infections, otitis, urinary tract infections and others, especially immune infections. It has also been shown to protect against Sudden Infant Death Syndrome.
But it also has beneficial effects on the mother's body. It speeds recovery after childbirth and has even been shown to reduce the risk of breast and ovarian cancer.
Every mother is capable of breastfeeding her baby, and although it may seem difficult at first, with good advice and a lot of patience and practice, this stage can be overcome. That is why it is important that the mother's environment supports her in achieving good breastfeeding. And that the hospitals and professionals who attend labor and delivery provide the right environment to succeed in establishing breastfeeding, which is key in the first hours and days.
Tips for successful breastfeeding
It is important to facilitate breastfeeding for mothers from the moment of birth, and this directly involves health professionals, midwives, doctors, and nurses. Hospitals are also involved.
Breastfeeding support groups often recommend the following practices:
- If the baby and mother are healthy, regardless of the mode of delivery, the newborn should be placed at the mother's breast until the first feeding. The first 2 hours are crucial because the newborn has a very strong sucking reflex.
- Offer the breast on demand. A newborn can have between 8 and 12 feedings a day, but it can be more.
- The composition of the milk varies during feeding, with more fat at the end, so it is recommended that the baby empties one breast completely before offering the other, otherwise he/she may not feed well and may become gassy.
- Check that latching and sucking are correct to avoid cracked nipples.
- Avoid using a pacifier until breastfeeding is well established. Pacifiers and nipples should not be offered for at least the first 4 to 6 weeks.
- Continuous use of nipple shields is not recommended.
- If help is needed, seek advice from a breastfeeding support group.
- There is no need to worry about whether the baby is feeding properly as long as he/she is gaining weight, has at least 5 wet diapers in 24 hours and is having a bowel movement (bowel movements are highly variable and 1 every 48 hours or 6 or 7 per day may be normal).
The theme for World Breastfeeding Week 2021 is "Protecting Breastfeeding: A Shared Responsibility" and will focus on the importance of preventing discrimination against breastfeeding mothers in all settings, providing family and community support, and implementing equitable policies and evidence-based health and social programmes.
How Google's Core Web Vitals affect SEO rankings
We know that the world changes and that we change with it. We know, too, that large digital platforms require constant adaptation and that, in this case, Google is the main critic for all those projects that neglect a good SEO strategy. Nowadays, it's important to work with the Core Web Vitals, which have been operational worldwide since May 2021 and which mark the level of love or hate that the search engine will show towards your platform.
What are Core Web Vitals?
We have engraved this name on our hearts: Core Web Vitals. This is the name of Google's algorithm change, with which the company intends to favor those platforms with a better user experience. Each of these Core Web Vitals is oriented to evaluate an essential aspect of the speed of pages and consumer experience.
Firstly, LCP or Largets Contenful Paint, measures the loading time of the content and for it to be effective, it must be under 2.5 seconds.
Secondly, we have the FID or First Input Delay, which should be below 0.1 seconds and refers to the ability to interact quickly, or the responsiveness of the page. In other words, the time that elapses from the moment the user performs an action until the browser responds to that interaction.
Thirdly, there is the CLS or Cumulative Layout Shift, which measures visual stability and must be maintained below 0.1 seconds. This last point does not measure time, but rather the frequency and magnitude with which internal changes of content are loaded on a page.
What does this mean in practice?
It means that if you have a heavy, slow platform that forces the user to wait longer than necessary to view and interact with the content, Google will penalize your SEO.
To avoid the latter, the common recommendations are:
- Scale images to the correct size so they are not too heavy.
- Compress larger images, for the same reason.
- Have static content load on a delayed basis.
- Have the content delivered in delayed form from the main hosting platform.
- Delete and bypass any unnecessary resources that block rendering.
- Include images that serve next-generation formats.
- Remove any JavaScript that you don't use.
These adjustments are necessary and, even though you can always go more in depth, it should improve the organic positioning of the platforms. However, let's not forget that the relevance of the content still rules how Google evaluates the sites and how it indexes them for users.
How to build a lead nurturing strategy?
It's very important that your communication actions are directed towards the user and his/her needs. The user must be at the center of the lead nurturing strategy.
The user is at the center of the strategy and content is king. Perhaps these are the two most repeated mantras among digital specialists in recent times, but what does it really mean? How do you put it into practice? How do you create a lead nurturing strategy?
Without a doubt, the user must be at the center of any communication strategy. The user is essential for the achievement of the objectives set by companies and brands, and is vital for their growth and permanence in the market. For this reason, the different communication actions of companies must be built based on the consumer.
However, it is important to understand the consumer and their needs. The objective of companies is not just to sell, but to offer the best service in response to an identified need. These needs are not always the same, they vary over time. The points of contact and approach between companies and consumers must be in line with the current demands and needs at that moment. Herein lies the importance of user knowledge for a good lead nurturing strategy.
So how does the theory translate to digital practice? A very effective technique to provide individualized and personalized treatment to the user consists of nurturing programs. Programs that allow to offer valuable information to satisfy a specific need, making use of the digital channels where the user is most active.
For example: John has planned a summer camping trip 6 months in advance, for which he is researching tent brands and models. Our company offers high quality camping products and John has visited our website and looked at different products. It is time to invite him to join our database and start sending him customized information based on his needs.
Starting with a welcome message, we will provide additional information on the models previously searched for. We will send him surveys and profile the information we offer based on his activity and behavior. When the lead is sufficiently engaged, we will send him a highly personalized offer that will be hard to refuse.
Lead nurturing strategies allow us to create different programs with valuable content to meet the different needs that the user may have, and that companies or brands are able to satisfy. It’s a technique that enables us to know the maturity and relationship level of the lead, to be able to offer him/her what he/she wants to be offered.
The user is the center of the strategy and content is king, but how do we proceed from there? Here are 5 tools you can implement for your digital strategy.