Cuando las redes sociales se vuelven contra las empresas

facebook marketing redes sociales tips
Imagen tomada de: maspop.net
Jose A. del Moral/blogs.alianzo.com

Creo que todos empezamos a estar hartos de páginas y perfiles publicitarios en redes sociales. De ahí la gran receptividad que han tenido las acciones contra Nestlé de Greenpeace en Facebook y las quejas contra campañas de El Corte Inglés  (tienda departamental española) y de Fanta. Me consta que muchas marcas se están empezando a repensar seriamente lo de hacer marketing en redes sociales.

La más reciente es la de la bebida de Coca-Cola, que había armado un concurso denominado Robertus Fanta. Algunos participantes no están satisfechos con los resultados y han montado una protesta en Internet, incluyendo página en Facebook y blog bajo el explícito nombre “Fantongo”. Al magen de lo fácil que es manipular un concurso de este tipo reuniendo a varios usuarios, la empresa no ha sido muy diligente a la hora de responder a las cuestiones de los interesados.

El caso de El Corte Inglés tuvo menos repercusión, quizás porque el número de participantes había sido muy reducido. La firma de grandes almacenes concibió un concurso basado en la geolocalización a través de Foursquare y tuvo cierto eco mediático porque era el primero que se hacía en esta red social en España. Y también generó quejas entre los que no ganaron.

Consejos para marcas:
– No dejar nunca que se hagan cosas en redes sociales sin planificación previa. La estrategia debe prever las situaciones de crisis, porque son precisamente oportunidades para llegar más lejos. Sé que muchas veces existe la tentación de borrar cosas, pero es mucho más inteligente pensar en cómo aprovechar esa situación para mejorar.

– Es imperativo responder siempre y con la máxima celeridad posible a las cuestiones y quejas de los usuarios. Es la regla número uno de los medios sociales y sorprendentemente una de las que más veces se vulnera. Una respuesta inmediata rompe cualquier estrategia de acoso y derribo contra una marca.

– No borrar nunca nada, salvo que sea exageradamente denigrante o roce lo delictivo. En el caso de Fanta se ha criticado la eliminación de ciertos mensajes en el muro de Facebook. Es sabido que Nestlé pidió a Youtube la eliminación de los vídeos de Greenpeace, lo que no hizo sino incrementar las críticas contra la multinacional a la que también se acusó de censura y de tratar de ocultar información.

– La importancia de las redes sociales es todavía muy modesta, tanto para lo bueno como para lo malo. Al margen de los gurús que, por intereses comerciales, están exagerando el papel de las páginas en Facebook y los blogs, lo único cierto es que son todavía muy pocos los que reciben mensajes por esta vía. ¿Pasa mucho tiempo la gente en estos sitios? Sí. Pero eso no significa que lo hagan en las páginas de las marcas, como algunos parecen querer dar a entender.

– A los usuarios de redes sociales no les gustan los mensajes con apariencia publicitaria. Sólo tiene sentido montar páginas en Facebook y similares si se trata de marcas con las que sus clientes tienen una relación más de uso que de compra. Es el caso de muy pocas: Apple, Ferrari o Harley Davidson. Nunca lo será de un Movistar o un Vodafone, que probablemente tienen tantos amigos como enemigos. Un usuario de Facebook va a hacerse antes fan de una página anti-Orange que de una que vaya a favor de la marca. Es mucho mejor defender valores que una marca en sí misma. Movistar puede, por ejemplo, crear una página para posicionarse a favor de la extensión del móvil a las zonas rurales, en la medida en que esté contribuyendo a la misma.

Finalmente, lo sucedido con Nestlé ha dado mucho que pensar a las grandes marcas multinacionales. No es la mejor idea meterse en un campo de minas en el que los críticos, como es el caso de Greenpeace, tienen todas las de ganar. Es como cuando los soladados americanos iban a luchar a Vietnam con simples fusiles. En este caso, el grupo ecologista ha convertido a los usuarios de Facebook en miembros de un ejército que critica el uso de aceites de palmas de Indonesia por parte de Nestlé.

Tras el éxito de esta iniciativa, Greenpeace ha utilizado la misma estrategia para criticar a BP por su gestión en el pozo petrolífero del Caribe. Esta vez se trataba de un concurso para diseñar el mejor logo anti-petrolera. Y una vez más, la iniciativa se ha extendido como la espuma, porque los internautas reciben con más agrado una iniciativa que se supone que beneficia a la humanidad que una que sólo lo hace para una marca.

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