Alma Cruz

ALMA CRUZ: BUILDING UP A FOLLOWING IN THE AGE OF SOCIAL MEDIA

Midea Mexico's Social Media guru shares about work and life in Monterrey.

When Alma arrived at our Mexico office many of our social media accounts were still in their infancy, our Media Marketing Specialist shares her story about how she helped build them up.

“It was very hard at first as all my family, my friends, my life was in Mexico City. I joined the company three and a half years ago when we were all still working remotely, we didn’t have an office at that time and everybody was working from home, I was pretty isolated and starting a new job it’s important to build relationships with colleagues around you…I was trying to do this by email, on the phone on video calls. Thankfully,” she laughed “I had my dog ‘Koa’ to accompany me.”

When Alma joined the company she faced a dizzying array of different markets, each using their own social media channels in various stages of maturity. She was quick to take the lead and build up a following on key accounts. She made a content plan and started to post more consistently. As their social media following began to grow she carried out research to understand her audience better so she could create content that would cater to their interests. She then began to branch out on other channels to attract a diverse audience from different backgrounds.

“We found that the average age of our Instagram followers was younger than our Facebook audience. In my position you have to react to that, we began developing material that was a good fit for different audiences and Channels”. They also built up accounts for different locations outside of Mexico managing accounts in Peru, Colombia and Latin America.

8 months after she joined Midea Mexico they opened their Monterrey office and transitioned to Hybrid working, Koa was sad to see Alma leave but for Alma it was great to finally be able to meet her colleagues face to face after working remotely for so long.

“We had contacted this one influencer,’ Alma recounts with a big smile. “Jimmy, pongamoslo a prueba" (Jimmy, let’s put it to the test). He takes products and creates really cool videos where he finds innovative and fun ways to test those products. Anyway, we had sent him this hob and he made this great video and it just went viral, and like that, we had suddenly got a lot of attention to our brand.” Things like this don’t happen by chance, there is a lot of thought that goes into this and the other campaigns she runs.

“We are looking at TikTok,” says Alma. “TikTok is the future that’s what we believe. I recently returned to Mexico City and visited their offices, there is really a lot to learn, they were showing me how to build campaigns, how to use different formations, about the pixels about the data and what kind of dimensions we can apply on content. You may think of TikTok just as a platform for sharing short fun videos but it’s really a whole lot more than that.”

Recently the Midea Mexico Facebook account has reached 100,000 followers, a huge milestone and a great achievement considering the situation where Alma had started from.

When asked “Would you recommend Midea Mexico to others?” she smiles and without hesitation says, “People always ask me why I don’t return to Mexico City to be with my family. I love my new life here. Mexico City is a huge metropolis but it’s really beautiful here in Monterrey. It’s surrounded by mountains where I can go hiking at the weekend into the nature and there is a river outside my apartment. The environment is really nice, but the really great thing is I look forward to my job. Every day I’m going in I am having fun at work.”

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