Importancia de las Redes Sociales

Importancia de las Redes Sociales

Artículo de opinión escrito por Andreu Bravo, socio de Risk Advisory.

 

Desde la aparición de las primeras redes sociales hasta nuestros días, más de mil millones de personas se han convertido en usuarios asiduos de este tipo de servicios publicando noticias, fotos, videos, opiniones, datos personales y todo tipo de información accesible inmediatamente desde cualquier lugar del planeta y desde cualquier dispositivo, llegando a provocar un cambio cultural de la sociedad.

 

La efectividad de las redes sociales y su alto grado de adopción no ha pasado desapercibido para las empresas que, conocedores de su impacto mediático y de reputación , han sabido identificar en la importancia de las redes sociales tanto nuevas amenazas como nuevas oportunidades de negocio en sus procesos de adaptación a la era digital y han desarrollado mecanismos de relación con sus clientes e incluso con sus empleados a través de estas plataformas.

 

 

Dichas iniciativas podrían clasificarse en tres grupos, dependiendo de su enfoque, complejidad y propósito.

En primer lugar, las iniciativas y aproximaciones más básicas para la gestión de las redes sociales, desde una perspectiva empresarial, consisten en el establecimiento de políticas, directrices y controles que regulen el uso que los empleados hacen de las redes sociales en la publicación de información preservando así la imagen de la empresa y evitando impactos negativos derivados de comentarios desafortunados.

La segunda aproximación consiste en adaptar y extender los servicios empresariales a las redes sociales considerándolo como un canal más de comunicación e interacción con sus empleados y clientes.

Desde esta perspectiva, son ya muchas, por no decir casi todas, las compañías que desde hace años han apostado por este enfoque. Las primeras incursiones empresariales en este tipo de servicios fueron lideradas por las áreas de Recursos Humanos, Comunicación, Marketing y Atención al Cliente, todas ellas compartían enfoques tácticos u operativos, como la búsqueda de talento, compartir información interna, la relación con el cliente, la comunicación corporativa y el marketing de productos.

Por último, existe una aproximación mucho más compleja e innovadora que aporta mayor valor a las empresas desde un punto de vista de oportunidades de negocio. Surge de la combinación de conceptos como el “Big Data” y la analítica predictiva junto a las tendencias de transformación digital de las compañías.

 

 

En este sentido, el interés de las empresas por adaptar sus productos y servicios a las nuevas necesidades de los clientes han hecho que el uso empresarial de las redes sociales esté evolucionando y abriendo sus puertas a nuevos servicios de carácter estratégico.

Partiendo de la importancia de las redes sociales y que son posiblemente los mayores “Big Data” sociales del mundo, podría decirse que se han convertido, de “facto”, en la principal fuente de información para realizar análisis predictivos de conductas y tendencias sociales.

El uso que se puede hacer de estos análisis no tiene límites. Desde estudios de mercado y desarrollo de nuevos productos hasta la evaluación de riesgos de negocio y anticipación a nuevas amenazas basadas en servicios de “Ciber Inteligencia” prestados por empresas de servicios especializados.

En cualquier caso, su adopción empresarial está pasando de tener un carácter opcional y recomendable a ser prácticamente imprescindible y obligatoria; y en ningún caso deber ser ignorada por aquellas compañías preocupadas por su evolución y supervivencia en los contextos de adaptación y transformación digital actuales.

 

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