This is how social networks work, they act as a catalyst for reactions and emotions that force us to shape the way in which we must manifest ourselves and react to records and shared content. A mobile device is enough to feel out in the open, with thousands of critical gazes on us, transcending privacy, geographical areas and time.
Faced with this scenario, where the battle between positive and negative reactions maintains tension and attention, companies, governments, institutions and all kinds of figures are in a constant search for the appropriate tools that allow them to succeed and consolidate their image. public.
- Reaction time and response quality
How quickly we react or respond to a question or comment makes a difference in the experience our audience has of our image. And although the quality of the response is transcendental, it will be of little use if it is not generated in a timely manner and at the same time as immediacy.
Let’s take as an example a song by Shakira that includes the following phrase to talk about heartbreak, but detracting from the quality of a brand: “You traded a Rolex for a Casio.” It wasn’t long after the launch of said theme, when Casio decided to confront, through a post on social networks, the mention and reverse the possible negative consequences that consumers could have elaborated, mentioning that their articles “last for a lifetime.” life”. Immediately, the majority inferred that the topic alluded to the recent breakup of the Colombian singer with Piqué. From this publication, many Internet users emphasized that they would change their watches for a Casio. In other words, Casio dominated the game well with Shakira, with a quick and ingenious response that allowed the brand to benefit.
The previous case is a good example of why it is necessary to prepare responses in a timely manner to direct or indirect mentions, but taking into account the characteristics of the audience we are addressing, age, gender, location, cultural and social values.
- argue to persuade
When we see a comment or a post on social networks, these are usually accompanied by a statement, as is the natural logic of language. But how to make the balance be in our favor? Let’s look at the case of Bad Bunny, who, for many, was the first public figure questioned in 2023 for snatching, and throwing near the sea, the cell phone of a fan who wanted to make a selfies next to the singer What a contradictory start to the year for whoever was the most listened to artist on Spotify just the year before!
The truth is that, although some defended the singer’s attitude, the lack of empathy and a violent reaction were the predominant discourses, which even affected his public image, reducing his number of reproductions on the music platform.
The key question would be: what influenced the confrontation of ideas so that the comments against the interpreter dominated the scene? The answer is usually constantly within reach: persuasive argumentation, understanding this as the ability we have to convince others to align their ideas, beliefs and behaviors with ours.
The problem with argumentation is that, most of the time, we use intuition to defend our positions. But the reality is that, as spokespersons, the more aware we are of the argumentative resources that exist, the more possibilities we will have to lead others to where we want and thus take the lead.
In this way, imagine how different the outcome would have been if Bad Bunny had uploaded a short video (verbal and non-verbal communication) of one minute maximum, on his TikTok and Twitter networks, apologizing for his action and attributing his behavior to factors emotional or mental, instead of writing a brief tweet where he justified his actions with the verbal and threatening argument that anyone who disrespected his personal space would suffer the same consequences as his fan with his cell phone.
The thread will continue…
Finally, but leaving the thread open to a future occasion in which we can give continuity to the challenges that are presented to us as spokespersons, I would like to add that, currently, the greatest importance of social networks lies in immediacy and efficiency, including argumentation, with which we deliver our message. Addressing such issues is vital to influence and replicate in digital culture, without our image, or the image of those we represent, being violated. Let’s take into account the responsibility that falls on us: to maintain impeccability in the communication of our clients (even if it is ourselves), building messages with differentiating, empathetic elements and according to the trend.
Don’t forget, we are what we post.
By Ana Paula Ugalde, Director of Training at Zimat Consultores.