¿Deberíamos seguir promocionando en redes sociales en tiempos de crisis?

by | Apr 27, 2020 | Reportajes | 112 comments

Por:
Virginia Samán

El momento que vivimos ahora no tiene precedentes. Contestar este tipo de preguntas es difícil: no tenemos ningún tipo de referencia histórica. Pero vamos a usar el sentido común y la empatía para tomar decisiones. Hay muchos tipos de negocio, muchos tipos de cliente y muchas situaciones ocurriendo en este momento que hacen que contestar la pregunta de este artículo con una sola respuesta, sea prácticamente imposible.

Pero bien…si queremos hablar de negocios, veamos los hechos, la realidad. ¿Qué está consumiendo la gente ahora sí o sí? Ali- mentos, productos de primera necesidad y medicinas.

Si tu negocio está dentro de esos rubros, creo que la promoción en redes podría seguir prácticamente su vida normal. Y digo “prácticamente”, porque el tono de comunicación debería adaptarse a la situación.

En estos momentos, paremos a reflexionar sobre qué está pensando la gente ahora:

…que va a perder su empleo? …que su negocio va a quebrar?

…que el proyecto que tenía para este año probablemente tendrá que esperar?

…que él o alguien cercano podría enfermarse?

Es un hecho que todos estamos con sentimientos encontrados, consternados, preocupados…entonces el tono de quienes sigan promocionando debe considerar el estado emocional en el que se encuentra su audiencia. Es un acto humano, de empatía.

Entonces… ¿qué hago como negocio? ¡Ne- cesito subsistir!

¡Pensemos que antes que subsistir como negocios debemos sobrevivir como raza humana! Lamentablemente, no todas las industrias pueden vender algo estos días. Varios sectores, como el turístico, hotelero y comerciales están muy afectados y no podemos hacer mucho más al respecto hasta que todo esto termine.

Si no podemos vender en estos momentos, es la hora de desarrollar relaciones significativas con la audiencia (algo para trabajar todo el tiempo en social media). Mostrarse comprensivo, humano, con ganas de servir y ayudar. Lo económico para otro momento, ya va a llegar.

En redes sociales, la forma de ayudar, por supuesto, es con contenido. Proponer videos, textos, imágenes que ayuden; y para esto se vuelve importantísimo (siempre lo ha sido en social media, pero ahora más) saber exactamente quién está del otro lado de mi pantalla.

Luz en la oscuridad: más gente online

Un estudio conducido por Kantar publicado en la última semana de marzo, arrojó que el consumo de WhatsApp, Facebook e Instagram, ha incrementado en un 40%. Esto para las marcas significa que probablemente más cantidad de sus propios seguidores van a ver sus mensajes…y esto es bueno para el futuro, para cuando sí podamos vender. Porque estamos presentes, en su mente, nos recuerdan. Y dependiendo de qué mensajes estamos transmitiendo, lograremos “estar” con ellos mediante conexiones significativas en medio de momentos duros para todos.

Aprovecha y conecta. Aparece en tus stories. Haz en vivos. Regala conocimiento. Demuestra de qué está hecha realmente tu marca, estoy segura de que no nació únicamente para hacer ventas.

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