Opinión: ¿Qué redes sociales son más útiles en E-Commerce?
La comunidad se expande a través de la red, y de esa misma manera, la posibilidad de llegar a más consumidores ofreciéndoles una serie de productos que puedan ser de su interés.
Pero, de nada sirve el aumento de usuarios activos, si el desconocimiento de cómo y en qué casos usar las redes sociales, como medio de venta de productos, es pleno. Pero, en cualquier caso, se ha de saber que esta estrategia 2.0. no tendrá funcionabilidad si no se mantienen con contenido fresco y de una manera progresiva, y el cual, esté conectado mediante links a la web o blog de la empresa, o en muchos casos, al producto en cuestión.
Pinterest: la descripción por imagen es muy más efectiva y más directa que cualquier descripción locuaz. Por lo que, su función sólo es la de catálogo, esto quiere decir que la descripción ha de ser muy breve, prácticamente de unas pocas palabras, si al consumidor le entra por los ojos, entonces seguirá el camino a la tienda. En cualquier caso, esta red social resulta óptica en sectores como moda, joyería, productos decorativos, etc. Es decir, en todos aquellos comercios que la función visual será primordial.
Facebook: un grande que aporta muchas oportunidades a negocios online disponiendo de una gran variedad de recursos a utilizar como son las 
páginas de marcas o empresas, las cuales a la vez incluyen a publicación en novedades, de todos aquellos que hayan realizado ”like”, de estados, imágenes, eventos… pero sobre todo, enlaces incluidos1 en todos estos recursos mencionados, los cuales se publiquen y compartan comunicando productos o servicios. Existen algunos casos de innovación en la compra, que permiten al usuario adquirir los productos sin tener que salir de Facebook.
Por otro lado, también existe la comunicación mediante pago, es decir, anuncios en Facebook con redirección a página, los cuales permiten la posibilidad de elegir a qué tipo de público quiere uno que vaya dirigido, pero queda a estrategia del anunciante el elegir si quiere que sus anuncios aparezcan en las novedades de Facebook, páginas, etc. o en aplicaciones de juego, los cuales, llegan a resultan muy útiles, porque el usuario permanece más tiempo sin cambiar de página. Esta red social, sin duda, una plataforma de comunicación que no se puede obviar, pero se debe definir introducción al mercado, porque de nada sirve abrir una página en Facebook y olvidarse. Asimismo, tiene bastante integración para todos los sectores, pero uno de los que tiene más resultados es entretenimiento.
Twitter: los 140 caracteres que esta herramienta de comunicación ofrece, son la escusa perfecta para resumir lo imprescindible acerca de un producto o servicio determinado. Se utiliza, sobre todo, para lanzar ofertas que promuevan la imagen de marca, debido a que el low cost satisface la necesidad de ahorro en tiempos de crisis. Además, la promoción mediante la implicación del usuario en hacer Retweet genera una campaña de publicidad a costes mínimos. Tiene bastante repercusión en el sector de hostelería.
Slideshare: el uso indiscutible de esta red social en la subida de presentaciones ha permitido la capacidad de profundizar la comunicación corporativa dentro de su mismo sector. Es decir, la explicación de estrategias de campaña ya sea generalizadas sobre el global de la empresa o específicas sobre métodos de promoción de productos determinados, genera un interés de otras empresas de su mismo círculo o de medios de comunicación especializados. Por lo que, una empresa categorizada como ejemplo, acaba generando cierta confianza, y en definitiva, fidelidad.
Youtube como red social: ”una imagen es mejor que mil palabras” desde luego los buenos anuncios, no se olvidan con facilidad, y más aún cuando acaban siendo virales. Pero no se trata de un sólo de una comunicación audiovisual, la capacidad de Youtube como social no sólo reside en el hecho contener comentarios, sino en poder ser compartido con otras redes sociales, y además, en la generación de opinión. También existe la opción a Vimeo. Normalmente, suelen contener un enlace en la descripción que vaya a la página. Se usan sobre todo para campañas de marcas o productos, aunque también tienen cierta utilidad como reforzador de la comunicación corporativa de la empresa, es decir, por ejemplo: ”cómo es la empresa por dentro”.
LinkedIN: la red social profesional más importante, no sólo permite conocer a personas que podrían ser de interés como equipo de la empresa, a modo de Curriculum Vitae (CV). Sino también, por los grupos divididos por sector o función, en los que se puede compartir cierta información de interés, aprender de la competencia, etc. Es bastante útil, sobre todo, si se quiere dar a conocer de una manera más corporativa, aunque también tiene otra funcionalidades. Es importante aprender de los casos de éxito y de fracaso de empresas, y ya no sólo de E-Commerce, el off también llega a ser muy útil.
Tuenti: debido a los cambios que está experimentando esta red social no se puede saber si el feed de páginas llegará a cambiar. En cualquier caso, aunque las posibilidades de esta plataforma sean más pequeñas, no se deben desaprovechar. Una de las estrategias que mejor funcionan es: Video+Tuenti. Esto se explica debido a que la reproducción de un anuncio en el espacio contratado es inmediato en el momento en que un usuario accede a su cuenta. Asimismo, dispone de la posibilidad de poner anuncios. Tuenti tiene más repercusión en el ámbito hostelería y entretenimiento mediante los eventos.
Google+: existe tanto la posibilidad de compartir a novedades de perfil donde los círculos puedan ver las actualizaciones, pero para dirigirse al target se utilizan las páginas de Google+, es el perfil público de la empresa. Aunque, también funcionan bastante bien los grupos de esta plataforma de comunicación. Se pueden compartir distintos elementos, desde actualizaciones con links a páginas, o secciones específicas, como imágenes, vídeos, etc. Además, hay que tener en cuanta que también contiene la posibilidad del sistema de puntuación basado en +1.
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