¡Las Redes Sociales no están de Moda!

Cuando observamos las tendencias, modificaciones e impacto que las Redes Sociales han generado en todos nuestros ámbitos: sociales, laborales, de comunicación, de información, cambiando nuestra manera de relacionarnos con amigos, parientes, familiares, podemos pensar y llegar a afirmar que son una moda que tal vez tienen su ciclo de vida y pronto pasarán a ser un recuerdo y unas estadísticas. Pero la verdad es que las Redes Sociales no están de moda, no son algo pasajero.

Y es que realmente las Redes Sociales son una nueva forma de comunicación y difusión. Los planes de voz de nuestros teléfonos móviles (smartphone) cada vez se utilizan en menor porcentaje comparativamente con los planes de mensajería y acceso a aplicaciones de redes como Facebook, Twitter o Whatsapp.

Por otra parte, las redes que utilizan recursos visuales como Pinterest o Instagram también han aumentado tanto en número de usuarios como en accesibilidad diaria. Y es que el tema de Redes Sociales se mide desde varios ángulos:

Usuarios totales, usuarios que acceden diariamente, tiempo que permanecen conectados, entre otros. En el blog de Rafael Ruiz-Carrillo[i] se encuentran las cifras y gráficas que indican el increíble uso que estamos realizando de estas redes, cuyo número se incrementa constantemente.

Una cifra interesante que llama la atención son los nuevos grupos de edad, ya que el rango, al contrario de lo que podría pensarse, que al inicio fueron las nuevas generaciones quienes eran los más adeptos, hoy se han incrementado cada vez los usuarios mayores de 45-50 años. Ello permite establecer quehay una clara tendencia en las mujeres a utilizar cada vez más Facebook y otras redes. De tal manera que no necesariamente se concentra en las nuevas generaciones. Por otra parte, cada red tiene su segmento particular, ya que tiene una suerte de “personalidad” por sus características y se presta para fines e intereses de acuerdo a cada quien.


Así las cosas, las redes adquieren una relevancia para las marcas, las estrategias de mercadeo, los anuncios publicitarios y lanzamiento de productos, ya que estos sectores representan un nueva oportunidad que atrae la inversión en marketing y publicidad en los medios digitales.

Paralelamente se han generado nuevos cargos, tipos de alianzas o contratos con quienes tienen la “experticia” y manejan los datos, lenguaje y parámetros que aseguren el éxito de las publicaciones que en éstos medios no tradicionales se puedan generar y así cumplir las expectativas en cuanto a modernidad, actualidad y captura de nuevos clientes y/o negocios.

Nueva sociedad, relaciones, tendencias, cultura, medios de compra, espacios en las dimensiones humanas en relación con las tecnologías, los recursos, las herramientas, aplicaciones…todo un cambio radical que marca definitivamente la manera de pensar y hacer las cosas. No, no es moda. Es el mundo actual. Y debemos entender, comprender y actualizarnos permanentemente frente a estos fenómenos que se presentan en todos los sectores, pues de lo contrario, cuando queramos reaccionar, será demasiado tarde. Esto no es algo que podamos obviar, pensando que le compete solamente a las profesiones y oficios relacionados directamente con la tecnología.

Los modelos educativos, laborales y familiares deben modificarse sustancialmente para no perder vigencia y entrar en choque con estas nuevas maneras de ver y percibir el mundo, pues es algo que llegó no sólo para quedarse, sino para generar permanente evolución y cambio.

[i] http://marketingpymesonline.wordpress.com/2013/04/22/conoces-las-cifras-de-usuarios-de-los-diferentes-redes-sociales-en-2013/

Acerca de digiapuntes

Comunicadora Social, Investigadora en Cultura Digital, consultora, Consejera Municipal de Cultura en Chía- Sector TIC.
Esta entrada fue publicada en apegos, cultura digital, jovenes, TIC y etiquetada , , . Guarda el enlace permanente.

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