Redes Sociales; Más allá del call center y el buzón de sugerencias.

Por: Tomás Abarca

Las redes sociales no únicamente han cambiado la manera en la cual nos relacionamos los seres humanos, estas nuevas herramientas de comunicación también han impactado la forma en la cual interactuamos con aquellos que nos proveen de productos y/o servicios y por ende con sus marcas.

El consumidor moderno es una persona mucho mejor informada que en décadas anteriores y por lo regular consulta al círculo social al que pertenece antes de realizar la compra de algún bien, sobre todo si es uno que implica un alto compromiso económico, como pueden ser: un auto, una casa o algún aparato electrodoméstico.asi por lo regular una persona que va a comprar un televisor ya sabe más o menos cuales son las marcas lideres en el sector, las especificaciones técnicas y el rango de precio en el que se encuentran.

La práctica que mencionamos anteriormente es un ejercicio que se hace desde siempre, solo que hoy con el auge de las redes sociales en internet además del desarrollo que ha alcanzado los dispositivos móviles se potencia exponencialmente.
Es común ver en un tweet , en un muro de Facebook o en un check in de Foursquare, como los usuarios están constantemente compartiendo experiencias con sus amigos y seguidores acerca de cómo les va en X restaurante, si les gusto o no la comida que pidieron, si el estacionamiento de tal o cual cine están en buenas condiciones, si la relación calidad precio del gimnasio al que acuden es justa, si el auto que manejan vale lo que cuesta, en fin las redes sociales se han convertido en un escaparate de buenas y malas experiencias con toda clase de marcas.

El fenómeno no es ajeno a quienes dirigen las compañías por ello la insistencia de tener presencia en esta clase de plataformas, solo que hoy en día no basta con tener presencia en redes sociales, en la actualidad es necesario que la persona encargada de administrar estos recursos sea un profesional con la capacidad de medir riesgos, tomar decisiones y llevar a buen puerto situaciones de crisis.

¿Porque es importante que la gestión de redes sociales sea llevada por una persona preparada?, la respuesta es muy sencilla, si un usuario de Internet tiene una mala experiencia en un restaurante por ejemplo y la twittea y esta persona tiene digamos unos 300 seguidores, esas 300 personas ya se enteraron que en ese lugar los alimentos no son de calidad o que el servicio es deficiente, ahora si alguno de los 300 individuos coincide con el emisor del mensaje y lo replica exponiéndoselo a su vez a sus 400 seguidores ya son 700 personas las que se enteraron del hecho más las que se pudiesen acumular, todo ello en un tiempo record.

El supuesto sirve para ilustrar tres cosas: uno la manera tan rápida en la que viajan los mensajes hoy en día y lo que puede ocurrir en un lapso menor de tiempo, dos lo que ocurre actualmente cuando las empresas descuidan la calidad de los productos o servicios que ofrecen a sus clientes y tres que la mala reputación es muy fácil de ganar, difícil de perder y se refleja en lo económico.

Así pues debido a sus características las redes sociales se han convertido en una especie de buzón de sugerencias, un call center donde el consumidor se desahoga y donde se ofrece la posibilidad a las marcas de comunicarse y ejercer su derecho de réplica ya dependerá del receptor de la crítica cambiar la mala experiencia por una positiva.

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