Blogging corporativo en Wordcamp Argentina 2007
Hablando al lado de Marcelo Bertolami de Intel y Leo Piccioli de Officenet
Foto vÃa
Ayer se realizó en Buenos Aires el primer Wordcamp que se organiza fuera de Estados Unidos. Para la ocasión, llegó Matt Mullenweg, fundador de WordPress, la plataforma líder del mundo blog y protagonista de la fuerza arrolladora del 2.0.
Durante la jornada, distintos especialistas revelaron algunos secretos relacionados con el diseño, la programación, la optimización en función de los buscadores y la mejor forma de ganar dinero. También hubo mesas de periodismo y blog, y la que me tuvo como participante, sobre blogging corporativo.
En esta mesa que tuve la fortuna de moderar y compartir con Marcelo Bertolami, Gerente de Marketing de Intel Cono Sur y Leo Piccioli, Gerente General de Officenet, me tocó hacer una introducción al tema, teniendo en cuenta la realidad del blogging corporativo y la percepción que tienen las empresas sobre las herramientas de Social Media.
De mi pequeña introducción, tomo dos puntos centrales para compartir desde este blog. Dos puntos que creo son importantes a la hora de definir las caracteristicas centrales y los alcances de esta práctica, dentro del ámbito de la comunicación corporativa de grandes compañías.
1- Los blogs con marca no necesariamente son blogs corporativos. Desde hace un tiempo se comenzó a ver como distintas compañías utilizan la “herramienta” blog y algunos de sus conceptos, para empujar campañas. Acciones puntuales, relacionadas con cierta alternativa inteligente y sociable al viejo y conocido microsite. Y no fueron pocas las empresas que lo usaron de manera verdaderamente novedosa.
Sin embargo estas compañías no hicieron blogging corporativo. Estaban llevando a cabo acciones de marketing, fortaleciendo piezas publicitarias, empujando, desde la construcción “de agencia digital”, desde la utilización de la herramienta, un evento de comunicación “tradicional” en un soporte no tradicional.
Esto definitivamente no es blogging corporativo. Aunque el blog resultante esté brandeado y lo haya pagado una corporación.
Las reglas basicas del blogging corporativo son las mismas que rigen para cualquier otro blog tradicional: transparencia, compromiso con la verdad, aceptación de las críticas, posteos frecuentes, identificación de los autores, que en el mejor de los casos deben pertenecer al Top Team de la compañía, y sobre todo, credibilidad.
No hay muchos casos de éxito que cumplan estos requisitos, simples pero desafiantes para organizaciones que no están acostumbradas a establecer conversaciones francas y sin mediaciones. Son escasas las compañías que se animan a establecer este nivel de compromiso, y no son muchas las compañías que entienden cabalmente de qué se trata. Y acá es donde es necesario desarrollar el punto dos.
2- El blogging corporativo no es un concepto funcional a la estrategia de todas las compañías.
Existen organizaciones para las que un blog corporativo puede llegar a ser contraproducente. De las compañías que alguna vez pensaron en bloguear, la mayoría no quiere tomar el riesgo de innovar justamente en términos de comunicación, credibilidad y transparencia.
Si se me permite esta simplificación, las empresas a las que bloggear les significará un esfuerzo mayor tal vez que los beneficios a obtener, a grandes rasgos son:
*Las que tienen relaciones conflictivas con sus clientes/usuarios (tren Roca, por ejemplo)
*Las que comercializan o prestan algún producto o servicio controversial (tabacaleras como *Massalin particulares, por ejemplo)
*Las que preferirían ocultar parte importante de su operatoria.
*Las poco creativas.
Personalmente creo sin embargo que un blog corporativo, puede ayudar a empresas con relaciones conflictivas, a mejorarlas. Aunque a decir verdad, ésto es algo dificil y no son muchas las empresas de esta categoría que estén deseosas de experimentar los Social media.
Claro que hasta las compañías que no quieren/pueden tener un blog corporativo, deberían meterse en la blogósfera, aunque más no sea, como observadores activos, y establecer políticas de relacionamiento con bloggers, del mismo modo que lo hacen con periodistas. No estar blogueando, no significa desaparecer de la escena. Sobre todo de una escena que cada vez toma con más fuerza el centro de una conversación en la que se consolidan o malversan las más variadas reputaciones.
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