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La gestión de reputación tras un crisis es factor clave para el éxito o fracaso de una marca.

Las redes sociales se ha convertido en un lugar ideal para que las marcas se humanicen y conecten amplíen su repercusión. En los últimos años, se han convertido en el canal preferido por los consumidores para buscar respuestas y resaltar errores de la marca.

Las experiencias negativas que los usuarios puedan tener con las marcas, ahora son públicas. Un solo comentario de un consumidor puede desembocar en una avalancha de criticas, que muchas marcas no son capaces de esquivar.

¿Cómo se pueden preparar las marcas para sobrevivir a la cultura viral cuando su reputación puede resultar dañada?

La palabra clave: responsabilidad

Cuando una marca se enfrenta a una crisis de reputación, puede tener la irrefrenable tentación de defenderse. Pero esto no es lo que esperan los consumidores. De hecho, el 55% quiere disculpas y soluciones. Las marcas están intentando mostrar su cara más humana como corporaciones y entidades sociales, por lo que tiene sentido que ya no sirvan las respuestas políticamente correctas para resolver un problema público. En la mayoría de casos, se necesita una respuesta inmediata, transparente y activa.

Tener cuidado en las redes sociales es bueno para el negocio

Las marcas deben tener cuidado con la imagen que ofrecen en redes sociales hacia sus consumidores. Cuidar al consumidor es clave para obtener resultados favorables hacia la marca.

Datos de Twitter muestran cómo cuidar al consumidor en su plataforma es una clave para impulsar la voluntad de gasto de estos. Los datos muestran que una simple respuesta incrementa el gasto futuro desde un 3 hasta un 20%. Además, los consumidores son un 44% más propensos a compartir sus experiencias positivas y un 30% a recomendar la marca después de recibir una respuesta en redes sociales.

Gestión de  la reputación

Las recomendaciones sociales están detrás de más de un cuarto de las compras que se producen. La mayoría de consumidores afirman tomar decisiones de compra en base a las quejas o experiencias de otros. Nunca antes lo social tuvo una influencia tan grande.

Cuando una marca tiene una crisis de reputación, la crisis se puede convertir en una oportunidad para reiniciar todo, desde el producto, la estrategia y la publicidad. Afrontar las crisis de forma transparente hace que los consumidores vuelvan a confiar en la marca.

Aprender, aprender y aprender

Los errores existen. Son parte de la naturaleza humana y, por lo tanto, también de las marcas. Las marcas deben invertir en la formación de sus empleados, revisar su política corporativa y aprender de la mala experiencia reforzando su calidad y responsabilidad hacia los consumidores.

Hoy día con un consumidor cada vez mas exigente, las marcas deben aprender de sus errores a través de las reacciones de sus consumidores. Esto hará que la marca mejore su reputación a largo plazo.

Si necesitas ayuda para realizar tus acciones, ponte en contacto con nosotros y te ayudaremos.

 

4 Comments

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