Líderes de Opinión en las Redes Sociales

Imagen tomada de Internet
 Por: Tomás Abarca

El boom de las redes sociales, se ha dado por distintos factores, definitivamente la masificación del uso del Internet y el desarrollo de dispositivos móviles han sido dos de los grandes detonadores para que las redes sociales hayan crecido exponencialmente durante los últimos años; pero existe otro factor que representaría la chispa que comenzó todo ese grande y complicado entarimado virtual y esa chispa es, el hecho, de que los gobernantes y los lideres de opinión , al igual que las personalidades publicas y empresarios , han tomado estos nuevos canales de comunicación como una vía de comunicación alterna y sin intermediarios entre ellos y las personas que les siguen.

Este elemento que podría ser consecuencia de la espontaneidad, o bien de una estrategia de marketing de las empresas dedicadas a mantener los sitios de redes sociales a través de Internet que ha funcionado a la perfección.

La táctica consiste en dirigir los esfuerzos de comunicación de tal o cual red social hacia un publico especifico, tomar una causa o razón de ser y después contactar con aquellas personas a las que el publico identifica como lideres de opinión en ese campo, quienes a su vez propagarán la nueva actividad entre quienes ven en ellos un modelo a seguir.

Aunque suene de alguna manera lógico no esta por demás decir que aquellas personalidades seleccionadas para representar a tal o cual portal deben compartir los valores que la red social quiere proyectar a su audiencia.

Con esta consigna cada sitio se posiciona entre su publico siguiendo o profesando ciertos valores con los cuales su audiencia puede sentirse identificada, además de eso el grupo seleccionado se identifica con la razón de ser del sitio Web.

Por ejemplo: My space ha sido desde su creación una red social que se ha abanderado como promotora del talento de los nuevos artistas independientes, sobre todo músicos y ha creado campañas online para nuevas bandas, así como para grupos musicales consolidados, lo cual resulta de mucha relevancia para el publico hacia el cual quieren llegar; asunto que ser refleja en una mayor generación de trafico.

En otro orden de ideas Facebook, quien sostiene la corona como la comunidad virtual más popular del mundo con más de 500 millones de usuarios sigue funcionando como un medio para permanecer en contacto con amigos, familiares y compañeros de escuela a quienes por algún motivo se les ha dejado de frecuentar y cuyo contacto con ellos se vuelve más llevadero a través de esta vía.

Twitter; quien recientemente se convirtió en la segunda red social mas popular del globo ha tomado como razón de existir la divulgación de información, y ha evolucionado de un sitio de ser sitio de microbloggin de 140 caracteres donde la gente publicaba las trivialidades que le iban ocurriendo a lo largo del día, a ser un foro de discusión donde se comparten puntos de vista sobre diversos temas de la agenda mediática.

El sitio Web brinda a los miembros de la sociedad la posibilidad de debatir con expertos, periodistas y académicos con los que probablemente nunca hubiesen tenido contacto a través de otro medio.

A propósito de, la periodista mexicana Katia D Artigues en el marco de el Foro de Twitter organizado por el periódico El Universal hace ya algunos meses declaró: “Facebook es para reencontrarte con tus amigos de la universidad, mientras que Twitter es para contactar a las personas con las que te hubiera gustado ir a la Universidad”

De esta manera la red social que tiene como icono el pajarito azul se ha convertido debido a sus particulares características en un espacio de encuentro entre la sociedad civil y los actores políticos, económicos, artísticos y sociales.

Y es que según la dinámica de funcionamiento del sitio uno puede agregar a cualquiera de las personalidades de los rubros antes mencionados y comenzar a leer sus opiniones al instante, no es necesario que esa persona autorice como en otras redes al interesado en establecer contacto

Uno puede entrar en contacto con todas aquellas personas a las que decida seguir quienes aparecerán en una lista llamada “following” y ver en su timeline todo lo que dichas personas vayan publicando en Twitter a lo largo del día y discutir con ellos sobre temas de su interés.

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