WhatsApp y Marketing, usos y tendencias.

No cabe duda de que WhatsApp es el sistema de mensajería por excelencia de los últimos años. Todos los días se envían millones y millones de mensajes haciendo uso de la aplicación para la comunicación entre personas, marcas, colectivos, grupos, etc. siendo esta plataforma o herramienta, el lugar de encuentro más usado desde un punto de vista tecnológico.

En política local y regional, cada vez son más las organizaciones y personas dedicadas a la vida pública quienes interactúan con el vecino a través de WhatsApp, no estando tan implantado su uso en política donde se actúe con carácter más global o un poco más distante con el vecino.

Últimamente vemos como empiezan a emerger plataformas de marketing que hacen uso de esta herramienta “WhatsAppmarketing” y que tienen opiniones en cuanto a efectividad tanto positivas como negativas. WhatsApp fue adquirida hace unos años por Facebook siendo extraño que permita esta última hacer negocio a terceros sin contar con su control. No obstante, si que vemos como cada día es más frecuente la actualización de la aplicación usando y adaptando funcionalidades para que las empresas y organizaciones puedan establecer relaciones con los usuarios, cuando hasta hace prácticamente nada solo era posible de persona a persona.

Ventajas de usar WhatsApp en política:

  • Se puede atender al ciudadano de manera más persona y directa.
  • Los contenidos enviados a través de la aplicación pueden compartirse fácilmente.
  • Su uso, de momento, es gratuito.
  • La configuración de grupos en donde pertenecen perfiles privados es ilimitada, pudiéndose crear infinidad de ellos y donde una publicación o mensaje llega rápidamente.
  • Su uso está muy extendido y por lo tanto la gran mayoría de los usuarios conocen su funcionamiento.
  • Un uso ordenado y planificado de WhatsApp en una organización política, puede servir de plataforma exponencial para hacer llegar el mensaje político al ciudadano.
  • Permite incluir contenido audiovisual de forma fácil y en el instante.
  • La gran mayoría de webs, foros, blogs y otros lugares de internet ya contemplan la opción de compartir en WhatsApp.

Desventajas o inconvenientes del uso del WhatsApp en política:

  • La facilidad de acceso al ciudadano requiere de mucha atención, un mensaje no contestado supone una mala imagen y, por lo tanto, una decepción.
  • Los contenidos enviados de manera errónea tienen difícil corrección. Recientemente WhatsApp ha mejorado con una actualización su APP permitiendo corregir o eliminar mensajes durante un espacio de tiempo.
  • Dando la opción de conectar a través de WhatsApp con candidatos u organizaciones donde el volumen de mensajes sea importante, se corre el peligro de no atender todas las solicitudes o sugerencias.
  • Se pierde el contacto personal y directo con el vecino.
  • La forma de escribir en muchas ocasiones tiende a mal interpretarse.

El político tiene que estar lo más cerca posible del votante, hablar con él, comunicarse de la mejor manera, hacer llegar su gestión y día a día hasta donde se encuentre el ciudadano. El WhatsApp es una GRAN herramienta para la comunicación política, eso sí, usada correctamente con criterio y con sensatez.

Isaac M. Hernández Álvarez

Comunicación y Marketing Político.


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