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¿Cómo superar la pérdida de seguidores?

Para las marcas que comienzan profesan en Twitter el mandamiento de “si te sigo, me debes seguir”. Eso al principio funciona, cuando se trata de amigos que conocen el negocio y siguen las cuentas por compromiso. Pero cuando se trata de captar la atención de otras personas, muy difícil es que funcione.

Puede ser efectivo también para personas que tiene muy pocos seguidores y que se emocionan porque los sigue una florería, entonces se sienten con la obligación de devolver el “follow” con tal de no perder a ese valioso seguidor. Pero, ¿qué ocurre cuando las marcas, o incluso algunos personajes llegan a una cantidad importante de seguidores y de pronto empiezan a perder seguidores?

Es doloroso, claro. Para las empresas en crecimiento, perder seguidores significa que hay algo que no se está haciendo bien. Quizás se les dio “follow” a personas con otros intereses; quizás está mal la estructura del mensaje; es posible que las publicaciones no sean suficientes o sean excesivas. La razón por la que una persona deja de seguir una marca, es simplemente porque no cumplió las expectativas.

Cuando una marca grande pierde seguidores, quizás no duele tanto, pero también es un gran indicador. Si constantemente se da una baja aun cuando el trabajo que se hace ha sido el mismo durante un gran tiempo, significa que los intereses de los usuarios han cambiado. Si por el contrario, se acaba de cambiar de Community Manager o se ha hecho un cambio en los contenidos, entonces se debe procurar mantener el mismo tono de comunicación.

Al final, el número de seguidores no es tan importante como la eficacia de nuestra comunicación. Es más sano tener un número de seguidores fieles, que tener miles y miles que no interactúen con la cuenta. Así que, superemos la pérdida y mejoremos nuestra gestión de redes.

Imagen cortesía de Fotolia.

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