Marketing Digital. ?Es posible crear mensajes que sean virales?
Author | Gonzalez T., Jose Alejandro |
Conseguir que muchos compartan un mensaje para apoyar una marca o una campana no es sencillo. Estas son algunas claves para intentar lograrlo.
Las redes sociales se han transformado en uno de los principales canales en el momento de crear estrategias de marketing. En la actualidad, es imposible pensar en acciones que no tengan en cuenta a Facebook, Twitter y LinkedIn, siempre con la esperanza de que los usuarios den 'like' y compartan los mensajes, para ampliar su impacto.
Pero ?que hace que un usuario decida compartir y hablar de un producto o un servicio a traves de sus redes sociales? ?Existe una 'formula secreta' para conseguir que un mensaje sea viral en internet?
Jonah Berger, profesor de marketing en la escuela de negocios Wharton School, de Estados Unidos, cree que no existe una ciencia para explicar por que las personas hablan y comparten mensajes. Sin embargo, existen algunos principios que ayudan a que los mensajes, las ideas o los productos sean 'contagiosos' (ver recuadro).
"El verdadero exito para los negocios cuando intentas que los mensajes tengan impacto en las redes sociales esta en entender realmente al cliente, a las personas que toman decisiones", dijo Berger a Latin Trade.
Para Randi Zuckerberg, exdirectora de desarrollo de mercados de Facebook y actual presidenta de Dot Complicated, un sitio web dedicado al estilo de vida digital, competir contra millones de competidores que tienen acceso a las mismas herramientas es uno de los grandes retos que tienen las organizaciones cuando deciden utilizar las redes sociales para potenciar sus negocios. De alli que deben buscar formas de mostrar un pensamiento diferente y critico para destacarse.
"Creo que (la respuesta) esta en no tener miedo a tener una opinion sobre algo, a tener personalidad. No intentes complacer a todo el mundo o ser muy generico todo el tiempo", comento a Latin Trade. "De esta forma, alentaria a todo aquel que quiera mejorar en redes sociales o en sus negocios a pensar asi", dijo.
Ahora bien, los expertos concuerdan en que las redes sociales tambien son una forma...
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