Fenómeno viral y astroturfing

18

Publicado en Digital Marketing Trends. Por Lorena Martínez Martínez

¿Cuántas veces hemos compartido la campaña de una marca o persona que nos ha impactado y posteriormente se ha convertido en viral?. En mi caso han sido algunas, bien porque me ha resultado gracioso, porque denunciaba una situación o porque lo he considerado motivador. Sin embargo, una campaña viral no siempre nace desde la espontaneidad, en ocasiones se realizan ciertas tácticas (más o menos leales) para hacer brotar la “ola” viral.

El concepto de astroturfing es un termino que se acuñó mucho antes de la revolución digital, y que englobaba todas las técnicas y estrategias llevadas a cabo para conseguir dar difusión a una campaña y que parezca que ha surgido de manera espontánea. En mi caso, me vino a la mente los “ganchos” usados en el pasado por los vendedores ambulantes de tónicos milagrosos.

Comparaciones al margen, con la llegada de Internet todo se amplificó, y las marcas aprovecharon las herramientas y uso de las redes sociales para potenciar sus campañas y que se convirtieran en un fenómeno viral.

Los astrotufers son usados para generar el efecto “contagio” en una campaña viral.

Estos “individuos” actúan como usuarios comunes y realizan comentarios, comparten o potencian el contenido creado para que la campaña sea viral y llegue al mayor numero de personas posible.

Como muchas otras tácticas, el astroturfing puede ser considerado como una práctica desleal y de hecho en muchas plataformas como Google o Amazon, los algoritmos están preparados para detectar estas acciones. Sin embargo, usado de una forma adecuada y sin excederse, puede ser una buena manera de potenciar tu campaña viral,

¿Cuales son los signos identificativos de una campaña viral con astroturfers?

  • Número de personas movilizadas: En los movimientos naturales que generan un fenómeno viral, el número de personas movilizadas suele ir en aumento de manera exponencial y progresiva. Con las técnicas de astroturfing, los individuos crean personalidades falsas para interactuar y generar movimiento en torno a la campaña, intentando dar la mayor difusión posible de forma masiva y no progresiva.
  • Interconexión entre los usuarios: Cuando la campaña viral se forma de manera natural, siempre existe una interconexión entre los usuarios, ya sea por ámbito geográfico, por aficiones o por la propia red de contactos. Sin embargo, con el astroturfing, los usuarios no suelen tener nada en común, son entes aislados, perfiles “tipo” elaborados al azar.
  • viagra generic release date Veracidad de los datos: Cuando los potenciadores de una campaña viral son astroturfers, los datos usados por los perfiles no son fiables ni reales, los datos usados son falsos. Este hecho puede resultar muy peligroso para la marca, ya que hoy en día, gracias a la red es posible “rastrear” el perfil de un usuario, ya sea de sus gustos o aficiones nombrados en las redes sociales o por el número de perfiles en cada una de ellas. No es difícil saber si detrás de esa perfil en Facebook hay una persona real o simplemente es humo.

Pese a lo polémico de este tipo de estrategias, las compañías, partidos políticos y personalidades las usan con el fin de generar notoriedad e interacción. En ocasiones, resulta un completo fracaso, pero en otros es un éxito rotundo, aunque en este último caso no abundan los ejemplos públicos, como cabía esperar.

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