Johana Cavalcanti

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Los usuarios profesionales de los Medios Sociales – El peldaño olvidado de la Escalera Groundswell

December 21, 2012 By: Johana Cavalcanti Category: Identidad Digital, Redes Sociales, Social Media

Nada como el día del “fin del mundo” para volver a escribir. Tengo que admitir que cada día que pasaba se me hacía más difícil pero un grupo fantástico de alumnos del Patronat de Turisme de Costa Brava, Girona, me ha inspirado.

Era un curso de Marketing Relacional y estábamos hablando de los distintos perfiles de usuarios de los Medios Sociales según Forester Research y su Escalera Socio-Tecnográfica. Ya había detectado una “inactiva” entre los 40 participantes del curso, pero al llegar a la escalera esta supuesta inactiva me dijo “pero es que sí tengo perfil en facebook y cuenta en twitter pero para uso estrictamente profesional” y ahí empezó el verdadero debate… Unas 6 o 7 personas más alzaron las manos diciendo lo mismo “Yo solo uso los Medios Sociales por la empresa”. Y pensé, – Falta un peldaño en la escalera de Groundswell-.

Hay mucha gente, principalmente pequeños empresarios o profesionales del marketing y atención al cliente, que se han apuntado a esto de “Las Redes Sociales” porque el momento así lo exigía. Tenían que estar ahí… Profesionalmente, pero que personalmente no tienen interés por los Medios Sociales.

Empecé a pensar en otros cursos y clientes donde los responsables por gestionar la presencia de sus marcas en los Medios Sociales crean perfiles, muchas veces “falsos” (o álter egos si preferís) para estar en los Medios Sociales, pero de forma puramente profesional, sin tener realmente una presencia activa de modo personal.

¿Dónde ubicamos este perfil en la escalera socio-tecnográfica de groundswell?

¿Cómo les involucramos en la estrategia de presencia e identidad en red de nuestra marca?

Os dejo una imagen del Grande Antonio Fernandez Coca hecha para el libro Social Media IOR – Las Relacionas como Moneda de Rentabilidad de Johana Cavalcanti (una servidora) y Juan Sobejano.


13 Comments to “Los usuarios profesionales de los Medios Sociales – El peldaño olvidado de la Escalera Groundswell”

  1. Jorge AriasNo Gravatar says:

    Buen post. Efectivamente hay muchas personas que crean perfiles con la única finalidad de poder inter-actuar en las diversas redes sociales pero que no tienen interés en hacerlo de forma personal.

    A mi modo de ver anticipa un cambio que se deberá producir de alguna manera ya que algunas RRSS (por ej. Facebook) precisan de un perfil personal para gestionar uno profesional.

    Simplemente son usuarios que están interesados en generar contenidos, inter-actuar con sus clientes o leads de forma profesional y nada más.

    Saludos y Feliz Navidad!!

  2. Teresa MarquèsNo Gravatar says:

    Para mi es claramente un peldaño más de la escalera que no se puede olvidar. Soy exactamente ese tipo de usuario, con un perfil facebook imprescindible para administrar la página web de la empresa, que no twittea jamás personalmente però si lo hace profesionalmente, que no usa foursquare pero ha colgado diversas campañas… El perfil personal también me sirve para ser más que un espectador critico: qué hacen los demás, donde, como y cuando; qué me gusta y que no. Me pregunto a menudo si tener poco interés personal en las redes condiciona mi uso profesional, seguro que de alguna manera así es.
    Un saludo a todos/todas y un felix año 2013

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