The decline of the like
The power of the like / like is in question. His influence to set trends wanes and he remembers that, in communication, quantity is not as important as quality. The ephemeral message with a fleeting response deflates and loses credibility within digital communication. Beyond getting that impulsive click, our strategy must assign more value to other variables with the aim of promoting digital interaction with the client, generating interesting conversations and building a consistent relationship that translates into new business opportunities.
In the digital world it has been the king. The success of a publication was evaluated by the number of likes that were achieved. A quick way to gauge the acceptance or recognition of our brand or our client. An imminent evaluation, apparently accurate and easy to compute.
The problem is that all that glitters is not gold and that in order to achieve effective communication with the public we are addressing, quantity is not as important as quality. In an adequate communication strategy we must consider more elements and variables.
The key is to encourage digital interaction beyond a compulsive keystroke and closer to how we humans interact in real life. In a normal conversation between people, we don’t just raise our thumbs up when we like something or someone, we participate in a more proactive way. The challenge is to transfer this attitude towards our clients to the digital world since the ephemeral message with a fleeting response deflates and loses credibility within digital communication.
That, in large part, is due to the thoughtless behavior of many users on social networks. A behavior that has led, for example, Twitter to have to ask if you want to read an article before retweeting it or, recently, to include a down arrow to mark as irrelevant a response that does not contribute anything to a conversation.
These measures are the result of the increasing inconsistency and lack of criteria in many of the hasty responses or likes, and which are causing a change in the pattern of communication and digital marketing, assigning more value to other types of interactions.
Within this trend, an instrument that has regained strength is the blog. Well articulated and argued generate a greater engagement, at the same time that they allow us to introduce ourselves in the debates that interest us, which translates into business opportunities; also make it possible elaboración de encuestas o la formulación de preguntas con las que conseguir una implicación más significativa y mayor fidelización. Una buena herramienta para conocer a nuestro público objetivo y averiguar en qué canales se mueve y cuáles son sus gustos o intereses. Ello nos ayudará a afianzar o rectificar nuestra estrategia de comunicación.
Con el papel del like en el aire y su influencia para establecer tendencias en decadencia, el propósito ahora es promover la participación mucho más allá de un click impulsivo. El objetivo es construir una relación consistente para atender mejor las necesidades de los clientes y cumplir sus expectativas.
Ahora, mejor que un like, cuéntanos qué opinas.