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O poder das redes sociais para a geração de negócios

Uma leitura atenta dos meios de comunicação, seja o jornal do dia, a sua rádio favorita ou o seu programa de TV matinal, percebemos a profusão de notícias sobre novatos do mercado como Facebook, Orkut, YouTube ou Twitter.

O mundo empresarial tradicional – aquele formado de aço e tijolos – perplexo diante de mudanças que mal podem acompanhar, se perguntam para onde vai esse mundo. As conversas de corredores mais parecem a anunciação do apocalipse. O fim dos jornais, o fim do livro e o que mais se imaginar de pior nas mais diversas indústrias.

O fato é que, se pararmos para analisar esse quadro, veremos que o ser humano não mudou muito nos últimos, digamos, mil anos. Continuamos com nossas angústias diante da morte, precisando comer e viver em pares. O que mudaram foram as ferramentas, o chamado “contexto”.

Não existia o Orkut na década de 80, mas as pessoas entoavam o bordão “Quem matou Odete Roitman” – é fácil hoje imaginar uma comunidade no Orkut com esse nome bem como é fácil imaginar uma comunidade com o nome “Eu amo Ovomaltine do Bob’s”.

Pessoas sempre cultuaram marcas e as tomaram como pano de fundo de sua própria identidade. Falavam bem de produtos ou exprimiam seus estilos de vida por meio de adesivos de carro ou bordões populares, mas não participavam de nenhum “clube” de fãs formal sobre tal tema. Com a crescente massificação da internet e da banda larga, veio a denominada web 2.0. Agora, somos nós, reles mortais consumidores, que produzimos o conteúdo que invade o mercado sobre o que sempre quisemos dizer, mas que nunca nos deram chance nem espaço de falá-lo, contudo, o broadcast de hoje são as conversas muitos-para-muitos de um Facebook ou um Twitter.

Em qualquer modelo econômico, quem detém os meios de produção tem o braço forte na economia. Se antes, só veículos como TV e jornal detinham os meios para produzir e veicular a informação, hoje, qualquer consumidor pode produzir o seu próprio programa de TV com uma câmera de celular e veiculá-lo no YouTube, o que gera uma grande conversa – esse é o princípio das redes sociais.

Percebemos portanto que o “novo mundo” não traz regras tão diferentes das do “velho mundo”. Nossos costumes mudaram. Os novos caciques não usam mais cocares, mas continuam adornando suas cabeças com coroas. Não numeramos tanto nossas medalhas de guerra ou nossos escalpos, mas juntamos um a um nossos “badges” no Foursquare bem como expomos a quantidade seguidores no Twitter como uma moeda social.

O paradoxo em que estamos inseridos, contudo, reside no fato de que, ainda que o ser humano não tenha mudado em sua essência nos últimos mil anos e, portanto, segue guiando nossa economia pelos caprichos de sua própria espécie, as transformações baseadas nas novas tecnologias é mais profunda do que saber mexer no Facebook ou “subir” um vídeo no YouTube. A mudança é sócio-cultural.

As pessoas continuam reclamando, elogiando, perguntando, indicando, mentindo, se emocionando e demonstrando tanto outros sentimentos inerentes a nossa natureza “humana, demasiado humana”. Com a falta de tempo, porém, com o aumento das distâncias médias a serem percorridas pelos cidadãos e pela tendência de enclausuramento, a expressão comunicativa foi fatalmente levada para a internet. É nesse novo meio que o consumidor conversa e se faz ser escutado.

A chave para transformar redes sociais em instrumentos de negócio é entender a essência do ser-humano. A lógica do “produzir e comunicar para vender” dá lugar ao “comunicar para engajar, ouvir para produzir e adaptar para vender”. Algo bem complexo para ter mudado apenas nos últimos 10 ou 15 anos e exigir a rápida adaptação das empresas.

O sucesso nas redes sociais não tem tanto a ver com perfis no Twitter ou promoções no Facebook, tem muito mais relação com fazer de forma verdadeira e interessada aquilo que o consumidor desde sempre desejou como ser humano: ser ouvido.
—————–
Artigo meu publicado no Jornal do Comercio – RS – no caderno “Marcas de quem decide 2011”.
Quem quiser copiar, fique a vontade, mas, por favor, cite a fonte 🙂

Conrado

Conrado Adolpho, empresário há 22 anos, é especialista em alavancagem rápida de micro e pequenas empresas. Formado em Marketing com especialização em Economia, autor, consultor, palestrante, estudioso de filosofia e ativista social. Idealizador do Método 8Ps - método de Marketing Digital e Vendas, que é utilizado hoje por diversas agências, faculdades e empresas por todo o Brasil, e instituições de alguns outros países. Tem como missão pessoal "Transformar o mundo através do empreendedorismo" e já ajudou mais de 8 mil pessoas através do treinamento Imersão 8Ps e impactou mais de 33 mil empresas através do Método 8Ps. Autor do best-seller brasileiro de marketing mais vendido do país e vendido também em Portugal: Os 8Ps do Marketing Digital.

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