El Político 2.0. de la tertulia política de bar al teléfono móvil

Hace tan solo unos años, la presencia en las redes sociales estaba casi en su totalidad ocupada por los usuarios, las marcas o no estaban o pasaban desapercibidas, la comunicación política digital y el marketing político 2.0 eran campos por explotar.

Los alcaldes, concejales y cargos públicos basaban su relación con la ciudadanía en encuentros en la calle, en actos públicos o atendiendo en las dependencias municipales, era la comunicación del tu a tu. Este tipo de comunicación, para bien o para mal, ponía en evidencia las virtudes y los defectos de los cargos públicos a la hora de dirigirse al vecino.

Las redes sociales han propiciado demasiada confusión, detrás de un perfil de Facebook o de WhatsApp puede verse una persona y en la calle de manera física otra. Pocas son los políticos que equiparan su imagen real con su imagen online. ¿Se imaginan a un político caminando por la calle pregonando a los cuatro vientos que ha estado en la inauguración de una exposición de arte? ¿Verdad que no? Pues en las redes sociales cuando publica y se insiste en compartir ese tipo de informaciones, es la sensación que da.

EL MENSAJE DIGITAL

Es por lo que la presencia de los partidos políticos debe de ser desde un punto de vista de actor activo y dinámico en estos espacios donde dialoga la gente, donde habla el posible votante y ofreciendo información valiosa sin agobiar con lo que han hecho durante el día. La gente acude a redes sociales como Facebook, Instagram o Twitter para hablar e interactuar con gente, no para hablar con las profesiones o cargos directivos de una compañía, para eso hay otras plataformas. Por lo tanto podemos deducir que es muy importante contar en las estrategias políticas con un plan de comunicación política municipal bien estructurado.

Hemos pasado de un entorno donde coexistían las marcas y usuarios de una manera más bien paralela a un lugar donde actualmente se interactúa y se funciona conjuntamente, llevan ventaja en como se participa dentro de estos entornos online, el político ha llegado tarde a una fiesta que ya estaba iniciada, tiene que adaptarse en este nuevo terreno de comunicación online.

Los partidos políticos y los candidatos tienen una oportunidad muy valiosa para entrar y participar con la gente, allí donde están hablando y comunicándose entre sí y dónde los usuarios hace tiempo que asumen que los partidos y, quienes forman parte de ellos, pueden interactuar con total normalidad. Eso sí, entendiendo bien las reglas de uso y de utilización de las redes sociales. Estar en las redes sociales no significa necesariamente comunicar en las redes sociales, un post o un tweet publicado es un acto intencionado seguramente, pero ¿ha llegado al destinatario correcto? ¿ha causado algún tipo de interacción con el ciudadano? Y lo que es más importante ¿ha tenido alguna repercusión?

COMUNICACIÓN POLÍTICA DIGITAL

La comunicación política en las redes sociales es un acto de responsabilidad, de constancia, incluso diría que de respeto. En el mundo online las personas aceptan solicitudes de amistad con la intención de verse correspondidos con publicaciones sociales y no para aguantar día tras día cuantas veces un gobernante se sacó una foto en un acto festivo, primero amigo, luego político. Los alcaldes y concejales municipales aprovechando las nuevas tendencias y sinergias que ofrecen los medios online, más aún a nivel local, pueden tener un grado de penetración y de impacto muy relevante, pudiendo dirigir su mensaje, su gestión y sus diferentes publicaciones a su público objetivo.

A esto es lo que se le podría denominar micro-políticas para micro-segmentos de población local. No olvidemos que las personas en el mundo online siguen a las marcas, de ahí la importancia de cuidar la marca política de los candidatos o representantes municipales con especial esmero y detalle. De esta manera se pueden ir construyendo relaciones y una mayor vinculación entre ambas partes.

Por último, se debe de entender que hay un sinfín de plataformas, estas a su vez son frecuentadas y utilizadas por diferentes tipos de público, con distintas edades, variedad de gustos y preferencias y otras particularidades. Se trata de que la comunicación y el marketing político hagan su trabajo de una manera ordenada, responsable y eficaz, el consumidor y usuario ha cambiado, el lugar de encuentro de la gente también por lo tanto el político debe de adaptarse y ser capaz de dirigir lo más personalizado posible su mensaje y su oferta política, mejor que lo vayan asumiendo.

Isaac M. Hernández Álvarez
Consultor de Comunicación y Marketing Político
www.isaachernandez.es

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