{"id":16909,"date":"2018-09-05T11:18:15","date_gmt":"2018-09-05T17:18:15","guid":{"rendered":"https:\/\/memberpress.com\/?p=16909"},"modified":"2018-09-05T11:18:15","modified_gmt":"2018-09-05T17:18:15","slug":"social-media-listening-ears-on","status":"publish","type":"post","link":"https:\/\/memberpress.com\/es\/blog\/social-media-listening-ears-on\/","title":{"rendered":"Escucha de las redes sociales: O\u00eddos atentos"},"content":{"rendered":"<p>Parece que cada d\u00eda hay una nueva moda en las redes sociales: una plataforma emergente, un hashtag de moda, un nuevo t\u00e9rmino de redes sociales. Todo cambia tan deprisa que se hace necesario mantenerse al d\u00eda en tiempo real. Y ah\u00ed es donde entra en juego la escucha de las redes sociales.<span class=\"Apple-converted-space\">\u00a0<\/span><\/p>\n<p>Espera, estar\u00e1s pensando, esto ya lo sabes y ya lo est\u00e1s haciendo, \u00bfverdad? Realizas un seguimiento de tus an\u00e1lisis, respondes a comentarios, mensajes y menciones, y te relacionas con tu audiencia. Todo eso est\u00e1 muy bien, pero no es lo que se considera escucha social.<\/p>\n<h4><b>La monitorizaci\u00f3n de redes sociales difiere de la escucha de redes sociales<\/b><\/h4>\n<p>En realidad, estas dos cosas son bastante distintas entre s\u00ed; no son sin\u00f3nimos y no deben utilizarse como tales.<span class=\"Apple-converted-space\">\u00a0<\/span><\/p>\n<p><i>Supervisi\u00f3n<\/i> es el proceso mediante el cual se recopilan y analizan los datos de las redes sociales. Y con la monitorizaci\u00f3n, puedes tomar medidas inmediatas. Por ejemplo, si alguien comenta en tu post de Facebook que no est\u00e1 satisfecho con tu producto, puedes responder inmediatamente contestando al comentario o envi\u00e1ndole un mensaje privado. Tambi\u00e9n es mirar los datos del pasado para ver qu\u00e9 ha pasado, qu\u00e9 ha funcionado y qu\u00e9 no.<span class=\"Apple-converted-space\">\u00a0<\/span><\/p>\n<p>Pero una vez que empiezas a analizar esos datos para determinar tus acciones futuras -no s\u00f3lo con las campa\u00f1as en las redes sociales, sino con tu negocio en su conjunto- has entrado en el terreno de las redes sociales. <i>escuchando<\/i>. Cuando escuchas lo que otros tienen que decir sobre tu empresa, marca o producto, empiezas a entender lo que piensan de tu empresa en su conjunto. Y eso es importante, porque cuanto m\u00e1s entienda, m\u00e1s f\u00e1cil le resultar\u00e1 reparar cualquier percepci\u00f3n negativa o sacar partido de las cr\u00edticas positivas.<span class=\"Apple-converted-space\">\u00a0<\/span><\/p>\n<h4><b>Qu\u00e9 es la escucha de las redes sociales<\/b><\/h4>\n<p>El hecho de que la monitorizaci\u00f3n de redes sociales y la escucha de redes sociales no sean sin\u00f3nimos no significa que no puedan llevarse bien; de hecho, funcionan mejor juntas y deber\u00edan utilizarse como compa\u00f1eros. La monitorizaci\u00f3n de las redes sociales es lo primero, mientras que la escucha de las redes sociales es el siguiente paso para ver la presencia en l\u00ednea como un todo, a vista de p\u00e1jaro, por as\u00ed decirlo. Se trata de extraer informaci\u00f3n clave de las conversaciones sociales, informaci\u00f3n que puede aplicar a su estrategia global.<\/p>\n<p>La escucha social es donde t\u00fa, bueno, <i>escuche<\/i> a lo que se dice sobre su empresa y su marca -incluso cuando no se le menciona a usted- e incluso a lo que se comenta sobre sus competidores y en su sector. La escucha social consiste en mantener los o\u00eddos (y los ojos) abiertos a las conversaciones en l\u00ednea que mantienen sus clientes actuales o potenciales y que tienen que ver con su empresa mediante el seguimiento de temas, palabras clave y hashtags relevantes para su sector.<\/p>\n<p>Tambi\u00e9n es importante tener en cuenta que muchas de estas conversaciones pueden no estar ocurriendo en tus publicaciones, tweets o l\u00edneas de tiempo. Por eso es importante saber qu\u00e9 hashtags, palabras clave y temas est\u00e1 debatiendo tu audiencia para poder encontrar esas conversaciones.<\/p>\n<h4><b>\u00bfPor qu\u00e9 debe escuchar?<\/b><\/h4>\n<p>El gran escritor estadounidense Ernest Hemingway dijo una vez: \"Me gusta escuchar. He aprendido mucho escuchando atentamente\". Y eso es exactamente lo que est\u00e1s haciendo con la escucha social: el prop\u00f3sito es aprender \"mucho\" sobre tu negocio, tus clientes, tus clientes potenciales y tu presencia social y el entorno del sector. Si presta atenci\u00f3n a lo que dice la gente, obtendr\u00e1 informaci\u00f3n valiosa sobre lo que quiere su p\u00fablico y podr\u00e1 utilizarla para adaptar su estrategia de marketing, perfeccionar la oferta de productos y ofrecer un servicio de atenci\u00f3n al cliente a\u00fan mejor. Cuando la gente hable de usted, ya sea bien o mal, tendr\u00e1 una idea de lo que piensan exactamente de su empresa y su producto, e incluso de lo que esperan de usted.<span class=\"Apple-converted-space\">\u00a0<\/span><\/p>\n<p>Por ejemplo, digamos que te dedicas a la organizaci\u00f3n de bodas y quieres que tus bodas sean \u00fanicas. Ser\u00eda inteligente escuchar (a trav\u00e9s de hashtags, palabras clave, comentarios, etc.) para ver qu\u00e9 se est\u00e1 exagerando, qu\u00e9 se considera \"del a\u00f1o pasado\" y, especialmente, qu\u00e9 buscan los novios en la pr\u00f3xima temporada de bodas. La escucha social te ayuda a descubrir estas conversaciones, lo que te da la oportunidad de encontrar a estos clientes -a los que te buscan, a los que tienen problemas, a los que necesitan tu ayuda pero a\u00fan no lo saben- y ofrecerles un servicio de atenci\u00f3n al cliente antes incluso de que te lo hayan pedido directamente.<span class=\"Apple-converted-space\">\u00a0<\/span><\/p>\n<p>Y una cosa m\u00e1s: cuando escuchas las conversaciones a tu alrededor (\"t\u00fa\" siendo tu empresa y sector), tambi\u00e9n aprendes lo que la gente dice de tus competidores, lo que puede ayudarte a determinar c\u00f3mo responderles, ya sea a trav\u00e9s de un producto o servicio de la competencia. <span class=\"Apple-converted-space\">\u00a0<\/span><\/p>\n<h4><b>C\u00f3mo escuchar con eficacia<\/b><\/h4>\n<p>Ahora que ya sabes qu\u00e9 es escuchar en las redes sociales y por qu\u00e9 es importante, es hora de poner en pr\u00e1ctica esos conocimientos. Aqu\u00ed tienes algunos consejos sobre c\u00f3mo escuchar:<\/p>\n<ul>\n<li>Salga a las redes sociales y averig\u00fce qu\u00e9 hashtags, temas y palabras clave utiliza la gente cuando habla de su marca, empresa o sector.<span class=\"Apple-converted-space\">\u00a0<\/span><\/li>\n<li>Utilice esos datos para elaborar sus estrategias de redes sociales, la creaci\u00f3n y conservaci\u00f3n de contenidos para blogs y sitios web, e incluso el dise\u00f1o y la producci\u00f3n de sus productos y servicios.<\/li>\n<li>Preste atenci\u00f3n a los cambios de actitud o enfoque hacia su empresa o hacia un producto o servicio concreto.<span class=\"Apple-converted-space\">\u00a0<\/span>\n<ul>\n<li>\u00bfSe produjo el cambio en un momento determinado o coincidi\u00f3 con el lanzamiento de un nuevo producto?<span class=\"Apple-converted-space\">\u00a0<\/span><\/li>\n<li>\u00bfHa tenido problemas con su sitio web recientemente, o ha disminuido su tiempo de respuesta a los contactos debido a la falta de personal (o a su ineficacia)?<span class=\"Apple-converted-space\">\u00a0<\/span><\/li>\n<li>\u00bfSucedi\u00f3 despu\u00e9s de que se publicara un contenido concreto (si es as\u00ed, puede que tengas que retirar el contenido y volver a intentarlo)?<\/li>\n<\/ul>\n<\/li>\n<li>Utilice una herramienta de escucha de medios sociales como las que ofrece <a href=\"http:\/\/apps.hootsuite.com\/12\/brandwatch\" target=\"_blank\" rel=\"noopener\">Hootsuite<\/a>que ofrece diversas aplicaciones que pueden ayudar a escuchar, como Mentionlytics, Brandwatch o Audiense, <a href=\"https:\/\/sproutsocial.com\" target=\"_blank\" rel=\"noopener\">Sprout Social<\/a>, <a href=\"https:\/\/www.agorapulse.com\" target=\"_blank\" rel=\"noopener\">Agorapulse<\/a>y <a href=\"https:\/\/www.sendible.com\" target=\"_blank\" rel=\"noopener\">Sendible<\/a>.<\/li>\n<\/ul>\n<p>La escucha de las redes sociales puede resultar abrumadora y confusa al principio, pero una vez que abras tus o\u00eddos (\u00a1y tus ojos y tu mente!), ver\u00e1s que no es m\u00e1s que otra forma de analizar el rendimiento de tu empresa en este vertiginoso mundo del marketing online. \u00bfQu\u00e9 parte de la escucha de las redes sociales te resulta m\u00e1s \u00fatil? \u00bfQu\u00e9 tipo de datos recopilas y qu\u00e9 herramientas recomiendas? Nos encantar\u00eda que compartieras tus opiniones con nuestra audiencia en los comentarios a continuaci\u00f3n.<\/p>","protected":false},"excerpt":{"rendered":"<p>It seems like every day there\u2019s a new fad in social media\u2014a rising-star platform, a trending hashtag, a new social media term. Everything changes so quickly it\u2019s becoming necessary to keep up with it in real time. And that\u2019s where social media listening (sometimes known as \u201csocial listening\u201d) comes in.\u00a0 Wait, you\u2019re thinking, you already [\u2026]<\/p>\n","protected":false},"author":3121,"featured_media":16914,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"om_disable_all_campaigns":false,"_strive_editorial_status":"not-started","_strive_copy_of":0,"inline_featured_image":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","_FSMCFIC_featured_image_caption":"","_FSMCFIC_featured_image_nocaption":"","_FSMCFIC_featured_image_hide":"","_strive_checklists":"\"\"","_strive_active_checklist":"62291e2bb2422","_strive_post_notes":"","footnotes":""},"categories":[94,362],"tags":[],"class_list":{"0":"post-16909","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-marketing","8":"category-social-media","9":"entry"},"acf":{"plans":["scale"],"is_featured":false,"download_source":"none","mothership_slug":"","download_url":""},"aioseo_notices":[],"aioseo_head":"\n\t\t<!-- All in One SEO Pro 4.9.6.2 - aioseo.com -->\n\t<meta name=\"description\" content=\"It seems like every day there\u2019s a new fad in social media\u2014a rising-star platform, a trending hashtag, a new social media term. 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