Todos sabemos que representa un esfuerzo importante generar una nueva\u00a0comunidad online.<\/p>\n
Puede resultar m\u00e1s simple o complejo dependiendo del tema sobre el cual gire nuestro mensaje, pero, sin dudas, requerir\u00e1 de horas de trabajo y seguimiento, constancia y paciencia.<\/p>\n
Una vez conseguida, representar\u00e1 un gran valor para cualquier marca, organizaci\u00f3n o causa. Ser\u00e1 la encargada de mover nuestros mensajes, consumir nuestros productos y servicios o, simplemente, escuchar lo que tenemos para decir.<\/p>\n
De aqu\u00ed se desprende el siguiente interrogante;\u00a0luego de tanto empe\u00f1o\u00a0\u00bfen manos de qui\u00e9n dejamos\u00a0nuestra comunidad? La inevitable respuesta es… en manos de un tercero.<\/p>\n
Nuestras comunidades siempre dependen\u00a0de una o m\u00e1s herramientas en linea, por ejemplo, Facebook, Twitter, un blog o un cliente de correos electr\u00f3nicos.<\/p><\/blockquote>\n
Es decir, si Facebook decide eliminar tu p\u00e1gina, entonces, esos doscientos mil seguidores que hab\u00edas conseguido, se esfuman.<\/p>\n
Desde ya que la frase anterior es casi apocal\u00edptica y las posibilidades de que eso pasara son casi nulas (salvo que incumplas sus t\u00e9rminos). Pero sin ir a los extremos, Facebook -con los recientes cambios en sus pol\u00edticas y algoritmos sobre el feed de noticias<\/strong>– ha restado importancia a las p\u00e1ginas de empresa o comunidades en el resumen de noticias de los usuarios.<\/p>\n
Una p\u00e1gina que antes recib\u00eda en promedio mil likes por publicaci\u00f3n, puede que hoy se esfuerce\u00a0por llegar a los doscientos.<\/p>\n
Quiere decir que nuestro trabajo se vio duramente afectado por un simple cambio en la plataforma.<\/p>\n
Los motivos por los que las plataformas cambian son diversos; para innovar, para ser m\u00e1s rentables, para ganar m\u00e1s dinero, para obligarte a pagar por cosas que antes eran org\u00e1nicas, para aumentar su rentabilidad, para generar m\u00e1s ingresos, pa… bueno, creo que se entendi\u00f3.<\/p>\n
Chistes aparte, los motivos realmente no nos incumben porque son ajenos a nosotros. Lo que importa es que tomemos conciencia de que \u00e9stas cosas pueden pasar, y de hecho, pasan.<\/p>\n
Desde ya que\u00a0siempre vamos a depender de una plataforma\u00a0porque, en \u00faltima instancia, es una comunidad online y online implica que estamos dependiendo de Internet. Pero sin ser rid\u00edculamente paranoicos deber\u00edamos llevar nuestras comunidades, al menos las m\u00e1s comprometidas con nosotros, a otros medios sobre los que tengamos mayor \u00abcontrol\u00bb.<\/p>\n
\u00bfCuales son? Nuestro\u00a0blog, nuestra web, nuestro propio foro e, incluso, obtener mails para armarnos de una base\u00a0de contactos.<\/p>\n
Facebook, Twitter y todas las redes m\u00e1s conocidas son grandes lugares para hacer nacer\u00a0nuestras comunidades; tienen miles de millones de usuarios, todos ellos est\u00e1n acostumbrados a usarlas y eso se traduce en un p\u00fablico potencial muy amplio.<\/p>\n
Sin embargo, adoptar un plan digital completo ser\u00eda lo m\u00e1s seguro. Incorporar herramientas como los newsletters o blogs, nos dan un mayor control sobre nuestra base de usuarios.<\/p>\n
La idea no es alejarnos de las plataformas que no podemos controlar, sino ampliar los medios por los que somos\u00a0capaces de\u00a0llegar a nuestra\u00a0comunidad con el fin de que, si uno de \u00e9stos cambia y pasa a afectar nuestro\u00a0alcance, el impacto negativo se notar\u00e1\u00a0pero no ser\u00e1 tan grave como si centraliz\u00e1ramos todo en\u00a0un \u00fanico soporte.<\/p><\/blockquote>\n","protected":false},"excerpt":{"rendered":"
Todos sabemos que representa un esfuerzo importante generar una nueva\u00a0comunidad online. Puede resultar m\u00e1s simple o complejo dependiendo del tema sobre el cual gire nuestro…<\/p>\n","protected":false},"author":2,"featured_media":7815,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[18,28,32,27],"tags":[],"class_list":["post-7811","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-destacadas","category-opinion","category-social-media","category-techy"],"yoast_head":"\n
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