Redes

Redacción en Redes Sociales

Al Ries creó el principio de la `Divergencia´, que consiste en procurar que nuestra marca no luche contra un montón de marcas. Alguien dirá: “Claro, divergir es diferenciarse”. Pero no, no es lo mismo.

La diferenciación es un contraste que se lleva a cabo en un lugar (ser rojo entre los azules), mientras que la `Divergencia´ es un desplazamiento, es irse con las mismas ventajas de siempre a un lugar en donde sí las valoren (ser el único azul), o construir en la mente del consumidor un lugar en donde sí se valoren, o construir un léxico y un discurso con el cual el consumidor pueda valorarlas, o eliminar el ruido que provoca que nadie las valore.

Las Redes Sociales son un país, y en dicho país hay estados, tales como Facebook, Twitter o Youtube. Cada estado tiene sus propias leyes, su manera particular de hablar. ¿Qué pasa cuando una marca usa el mismo tono de comunicación en todas las Redes Sociales? Yerra, se equivoca.

En el país ATL podemos usar un mismo tono, pues el público es masivo. En el país BTL también, porque la calle se encarga de crear el contexto o código. Pero en las Redes Sociales no acaece lo mismo.

Según el sociólogo Bauman, la principal función de las Redes Sociales es fungir como compañía, enemiga de la soledad. ¿Un tono superficial o masivo (gritado) nos hace sentir en compañía? No. ¿Un texto cómico nos hace gracia en la noche, cuando nuestro cansancio, es decir, cuando nuestro cuerpo ya no puede recibir datos alegremente, es decir, con energía? Casi no.

El OTL, en cambio, hace que su marca hable con el tono correcto en el lugar correcto, a las personas correctas con la sintaxis correcta. Si quiere conocer más el método OTL, platique con nosotros.

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