¿Porqué he tardado tanto en crear mi fanpage en Facebook?

Lo que vas a leer a continuación son una serie de reflexiones personales en voz alta. En realidad el título del post íba a ser precisamente este “Reflexiones en voz alta sobre mi fanpage personal”. Sin embargo he acabado cambiándolo porque los porqués y los cómos siempre generan más lecturas.

Bueno, allá vamos.

Llevo unos meses desarrollando mi marca personal en redes sociales y he dejado la creación de una fanpage en Facebook para el último lugar. Hace poco hablaba con mi amiga @lorenablazquez sobre el hecho de crear (o no) una fanpage personal en Facebook para desvincular nuestros contenidos profesionales de aquellos que compartimos con nuestros amigos.

Antes de hablar con Lorena, las fanpages personales me generaban una sensación que no me había parado a definir con palabras. Sin embargo Lorena utilizó una frase muy acertada que me ayudó a abrir los ojos. Si no recuerdo mal dijo algo parecido a “yo crearía una fanpage personal pero lo veo algo muy pretencioso”. 

Esa frase me ayudó a descubrir la razón por la cual estaba potenciando mi marca personal en Twitter, Linkedin y Google+ y sin embargo Facebook lo tenía olvidado. Yo mismo de manera inconsciente veía la creación de una fanpage personal en Facebook como algo pretencioso en lo cual prefería no entrar. Sin embargo no me detuve en este punto y seguí dándole vueltas al asunto. ¿Por qué no tenía ningún reparo en potenciar mi marca personal en todas las redes sociales menos en Facebook?

Encontré varios motivos que enumero a continuación:

  • Facebook nació como una red social lúdica para compartir contenidos divertidos con nuestros amigos, a diferencia de las otras redes que directamente han evolucionado hasta convertirse en herramientas profesionales (aunque esta sea una definición muy genérica y sesgada, es la sensación que tengo en el subconsciente).
  • En las otras redes tiene sentido que compartas contenidos profesionales de manera directa. Sin embargo en Facebook debes crear una alternativa (fanpage) para que tenga sentido que compartas ciertos contenidos.
  • Twitter y Google+ son redes sociales asimétricas. Si a alguien no le gustan tus contenidos simplemente dejará de seguirte. Por el contrario Facebook es una red social simétrica en la cual no quieres aburrir a tus amigos con tus contenidos.
  • El propio nombre “fanpage” (página de fans) me genera rechazo.

Precisamente el último de los motivos (rechazo a la palabra “fanpage”) era lo que me hacía pensar en las páginas de fans como algo pretencioso. Tiene sentido que un cantante o un actor tengan fans. Sin embargo no me gusta pensar en mi mismo como alguien que puede tener fans y por esta razón me negaba a crear el instrumento para conseguirlos.

Pero … ¿y si todo se reducía a una cuestión conceptual?. Si en lugar de llamarse “fanpages” se llamaran “business pages” o “professional pages” quizá me resultaría menos pretencioso crear mi propia fanpage. Llegar a esta conclusión eliminó parte de mi rechazo a las fanpages y finalmente acabé creando una.

¿Y ahora qué contenido publico?

Todo lo que acabas de leer ha sido una especia de introducción para acabar trayéndote a este punto. Entre ayer y hoy me ha surgido una pregunta para la cual no acabo de encontrar respuesta. Te pongo en situación:

Cuando creo una estrategia de publicaciones en redes sociales para la fanpage de un cliente siempre explico las 3 tipologías de contenido que pueden utilizar: promocionales, corporativas y emocionales.

Te hago un resumen de cada de ellas:

  • Promocionales: Todas las relacionadas con la promoción de productos y servicios (ofertas, descuentos, lanzamientos, etc.)
  • Corporativas: Cualquier noticia relacionada con la empresa o marca pero sin hacer una promoción directa (comidas de empresa, actos benéficos, formaciones, presencia en otros medios de comunicación, cumpleaños de empleados, jornadas de convivencia, etc.)
  • Emocionales: Festividades, efemérides, humor, etc.

Cuando detrás de una fanpage tenemos a una empresa, me resulta lícito utilizar cualquiera de las tipologías anteriores (en su justa medida y de manera equitativa). En base a mi experiencia son las publicaciones corporativas, y sobre todos las emocionales, las que más interacción generan (salvo una promoción agresiva). Y gracias a este volumen de interacción acabamos atrayendo nuevos fans a nuestra página.

A la hora de crear publicaciones para una fanpage de marca personal (como la mía) tengo ciertas dudas sobre qué tipo de contenido compartir. Por un lado tengo claro que la mayor parte de mis contenidos son promocionales (a través de mis posts “promociono” mi conocimiento). También comparto noticias o posts de otras personas que me resultan interesantes. Sin embargo me pregunto (y te pregunto a ti si te apetece dejar un comentario) hasta qué punto tendría sentido compartir otro tipo de contenidos más personales.

 Y acabo con un ejemplo muy claro:

Pongamos que una empresa organiza a todos sus empleados para que participen juntos en una prueba deportiva popular (como por ejemplo una media maratón). Sin ninguna duda se trataría de una publicación corporativa (a la vez que emocional) que aconsejaría compartir en la fanpage de la empresa. Al fin y al cabo son este tipo de publicaciones las que “humanizan” a la empresa y aumentan la interacción. Ahora pongamos que soy yo mismo a título individual el que participa en una prueba deportiva (en mi caso lo mío es nadar). ¿Sería aconsejable compartir esta publicación en mi fanpage?

Si has llegado hasta aquí enhorabuena. Como ya te he comentado al principio, han sido reflexiones en voz alta. Si quieres dejar alguna reflexión tuya a continuación la leeré encantado.

Este post ha sido leído 3006 veces

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