{"id":32664,"date":"2012-04-13T21:45:00","date_gmt":"2012-04-13T21:45:00","guid":{"rendered":"https:\/\/www.capgemini.com\/ar-es\/?p=32664"},"modified":"2025-03-28T10:45:49","modified_gmt":"2025-03-28T10:45:49","slug":"branding-en-las-redes-sociales","status":"publish","type":"post","link":"https:\/\/www.capgemini.com\/ar-es\/insights\/expert-perspectives\/branding-en-las-redes-sociales\/","title":{"rendered":"Branding en las redes sociales"},"content":{"rendered":"\n<p><\/p>\n\n\n\n<header class=\"wp-block-cg-blocks-hero-blogs header-hero-blogs\"><div class=\"container\"><div class=\"hero-blogs\"><div class=\"hero-blogs-content-wrapper\"><div class=\"row\"><div class=\"col-12\"><div class=\"header-title\"><h1>Branding en las redes sociales<\/h1><\/div><\/div><\/div><\/div><div class=\"hero-blogs-bottom\"><div class=\"header-author\"><div class=\"author-img\"><img decoding=\"async\" src=\"\/wp-content\/themes\/capgemini2020\/assets\/images\/cg-logo.png?w=200&amp;quality=10\" alt=\"\" loading=\"lazy\"\/><\/div><div class=\"author-name-date\"><h5 class=\"author-name\">Capgemini<\/h5><h5 class=\"blog-date\">2012-04-13<\/h5><\/div><\/div><div class=\"brand-image\"> <\/div><\/div><\/div><\/div><\/header>\n\n\n\n<section class=\"wp-block-cg-blocks-group undefined section section--article-content\"><div class=\"article-main-content\"><div class=\"container\"><div class=\"row\"><div class=\"col-12 col-md-1\"><nav class=\"article-social\"><ul class=\"social-nav\"><li class=\"ip-order-fb\"><a href=\"https:\/\/www.facebook.com\/sharer\/sharer.php?u=https:\/\/www.capgemini.com\/ar-es\/?p=32664\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"abrir en una nueva ventana\"><i aria-hidden=\"true\" class=\"icon-fb\"><\/i><span class=\"sr-only\">Facebook<\/span><\/a><\/li><li class=\"ip-order-tw\"><a href=\"https:\/\/twitter.com\/intent\/tweet?url=https:\/\/www.capgemini.com\/ar-es\/?p=32664&amp;text=\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"abrir en una nueva ventana\"><i aria-hidden=\"true\" class=\"icon-tw\"><\/i><span class=\"sr-only\">Twitter<\/span><\/a><\/li><li class=\"ip-order-li\"><a href=\"https:\/\/www.linkedin.com\/sharing\/share-offsite\/?url=https:\/\/www.capgemini.com\/ar-es\/?p=32664&amp;text=\" target=\"_blank\" rel=\"noopener noreferrer\" title=\"abrir en una nueva ventana\"><i aria-hidden=\"true\" class=\"icon-li\"><\/i><span class=\"sr-only\">Linkedin<\/span><\/a><\/li><\/ul><\/nav><\/div><div class=\"col-12 col-md-11 col-lg-10\"><div class=\"article-text article-quote-text\">\n<p>La gran mayor\u00eda de las organizaciones est\u00e1n en el proceso de desarrollar o consolidar su identidad online a trav\u00e9s de su presencia en las redes sociales. Facebook, Twitter, Youtube, Google+, Blogger, Slideshare, Linkedin, Pinterest\u2026 la lista es interminable.<\/p>\n\n\n\n<p>Para no perderse en este universo online es fundamental desembarcar en las redes sociales de la mano de un plan estrat\u00e9gico que defina los objetivos, el modelo de presencia y posicionamiento, el plan de acci\u00f3n y el modelo de gesti\u00f3n.<\/p>\n\n\n\n<p>Un aspecto a contemplar en esta definici\u00f3n estrat\u00e9gica es el criterio de aplicaci\u00f3n del <em>branding<\/em> en los canales <em>Social Media<\/em>, que depender\u00e1 de:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>La arquitectura de marca de la organizaci\u00f3n (arquitectura monol\u00edtica, sub-marcas, marcas independientes\u2026)<\/li>\n\n\n\n<li>El modelo de presencia en las redes sociales que se haya definido\n<ul class=\"wp-block-list\">\n<li>modelo centralizado o disgregado (divisi\u00f3n por pa\u00eds, unidades de negocio, productos\u2026)<\/li>\n\n\n\n<li>corporativo, tem\u00e1tico o orientado a un target<\/li>\n<\/ul>\n<\/li>\n\n\n\n<li>Las caracter\u00edsticas propias de cada plataforma. Hay plataformas concebidas para \u201cestar\u201d (Slideshare, Youtube, Flickr\u2026) y otras m\u00e1s enfocadas en la participaci\u00f3n y el di\u00e1logo (Facebook, Twitter, blogs\u2026)<\/li>\n<\/ul>\n\n\n\n<p>Si el programa de identidad visual de una organizaci\u00f3n tiene como objetivo normalizar la manera en que la marca se articula y se aplica en los diversos soportes, tanto <em>offline<\/em> como <em>online<\/em>, tambi\u00e9n se ha de abordar c\u00f3mo se tiene que presentar la marca (gr\u00e1fica y <em>naming<\/em>) en las principales plataformas sociales.<\/p>\n\n\n\n<p>Los principales objetivos de esta normalizaci\u00f3n son:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Unificar criterios para la aplicaci\u00f3n del <em>branding<\/em> de la compa\u00f1\u00eda en las redes sociales, tanto para la marca principal como para las sub-marcas (producto, servicios, divisiones de negocio, divisiones geogr\u00e1ficas\u2026)<\/li>\n\n\n\n<li>Facilitar la identificaci\u00f3n de los canales oficiales en las redes y diferenciarlos de iniciativas particulares<\/li>\n\n\n\n<li>Potenciar la imagen y posicionamiento de marca<\/li>\n\n\n\n<li>Adecuar el tono de comunicaci\u00f3n empleado con el target y la plataforma<\/li>\n<\/ul>\n\n\n\n<p>A la hora de establecer los criterios de aplicaci\u00f3n, el primer problema que se nos presenta es c\u00f3mo tratar la marca gr\u00e1fica y el <em>naming<\/em> de manera consistente en las distintas plataformas, teniendo en cuenta que el nivel de personalizaci\u00f3n de cada una es diferente.<\/p>\n\n\n\n<p><a href=\"http:\/\/www.ge.com\/\">General Electric<\/a>, por ejemplo, se presenta en <a href=\"https:\/\/twitter.com\/#!\/generalelectric\">Twitter<\/a>, <a href=\"https:\/\/www.facebook.com\/GEhttp:\/\/\">Facebook<\/a>, <a href=\"http:\/\/www.youtube.com\/user\/GE\/custom\">Youtube<\/a> y <a href=\"http:\/\/pinterest.com\/generalelectric\/\">Pinterest<\/a>, aplicando su marca con un criterio coherente, homog\u00e9neo y sacando partido a las posibilidades de personalizaci\u00f3n de cada plataforma. Evidentemente, disponer de un buen dise\u00f1o de <em>branding<\/em> es un punto de partida que facilita mucho la tarea, teniendo en cuenta que habr\u00e1 casos en los que se necesita identificar la marca con 24\u00d724 p\u00edxeles para representar el logo y 15 caracteres para el <em>naming<\/em>.<\/p>\n\n\n\n<p><a href=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/sites\/16\/2017\/07\/GE.jpg\"><\/a><\/p>\n\n\n\n<p>P\u00e1ginas de General Electric en Twitter, Facebook, Youtube y Pinterest<\/p>\n\n\n\n<p>Siguiendo con este mismo ejemplo, General Electric aplica un sistema de identificaci\u00f3n para los distintos perfiles dentro de una misma red social (Twitter): \u201cGeneral Electric\u201d para el perfil corporativo global y \u201cGE+nombre\u201d para los perfiles de unidades de negocio, divisiones\u2026 A nivel gr\u00e1fico, se usa el monograma GE como avatar, con sus variantes crom\u00e1ticas ya definidas en su programa de identidad visual.<\/p>\n\n\n\n<p><a href=\"https:\/\/www.capgemini.com\/wp-content\/uploads\/sites\/16\/2017\/07\/GE_twitter_profiles.jpg\"><\/a><\/p>\n\n\n\n<p>Ejemplos de perfiles de General Electric en Twitter<\/p>\n\n\n\n<p>Es recomendable establecer unos criterios y elementos b\u00e1sicos que se puedan aplicar de manera efectiva a la gran mayor\u00eda de las plataformas y tener presente&nbsp; las especificaciones t\u00e9cnicas de cada una de ellas, ya que van a condicionar el grado de uniformidad.<\/p>\n\n\n\n<p>Dentro de estos criterios b\u00e1sicos podemos considerar:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Avatar o imagen de perfil. Dependiendo del modelo de presencia, se podr\u00e1 optar por un avatar \u00fanico o un sistema de identificaci\u00f3n<\/li>\n\n\n\n<li>Tipograf\u00eda (dependiendo de la plataforma, habr\u00e1 restricciones para elegir una fuente, su cromatismo, estilo de los enlaces\u2026)<\/li>\n\n\n\n<li>Paleta crom\u00e1tica<\/li>\n\n\n\n<li>Concepto visual de las im\u00e1genes \/contenido multimedia.<\/li>\n<\/ul>\n\n\n\n<p>Como ejemplo de algunas especificaciones t\u00e9cnicas a tener en cuenta:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Limitaci\u00f3n de caracteres en el nombre de la p\u00e1gina o canal (Twitter, 20 caracteres; Facebook, sin restricci\u00f3n; Youtube, 20 caracteres)<\/li>\n\n\n\n<li>Limitaci\u00f3n de caracteres en el nombre de usuario (Twitter, 15 caracteres; Youtube, 20 caracteres)<\/li>\n\n\n\n<li>Uso de fondos y e im\u00e1genes de portada (Twitter y Youtube permiten personalizar fondos; Facebook, de momento, no. Pero el nuevo timeline permite incluir una imagen de portada personalizada de grandes dimensiones)<\/li>\n\n\n\n<li>Tipograf\u00eda (Twitter permite personalizar el color de link; Facebook y Youtube no)<\/li>\n\n\n\n<li>Opciones de personalizaci\u00f3n disponibles para cuentas corporativas o <em>premium<\/em>.<\/li>\n<\/ul>\n\n\n\n<p>Los beneficios de contar con una estrategia global que defina los criterios de aplicaci\u00f3n de marca se pondr\u00e1n de manifiesto en el momento en que una compa\u00f1\u00eda extienda su presencia en las redes sociales, ya sea porque necesite crear nuevos perfiles dentro de una misma red, o porque quiera incorporarse a nueva plataforma.<\/p>\n<\/div><\/div><\/div><\/div><\/div><\/section>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":336,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"cg_dt_proposed_to":[],"cg_seo_hreflang_relations":"[]","cg_seo_canonical_relation":"","cg_seo_hreflang_x_default_relation":"{\"uuid\":\"76cdaed2-cd79-4fe3-88d5-ca3fdde4b924\",\"blogId\":\"\",\"domain\":\"\",\"sitePath\":\"\",\"postLink\":\"\",\"postId\":null,\"isSaved\":false,\"isCrossLink\":false,\"hasCrossLink\":false}","cg_dt_approved_content":true,"cg_dt_mandatory_content":false,"cg_dt_notes":"","cg_dg_source_changed":false,"cg_dt_link_disabled":false,"_yoast_wpseo_primary_brand":"","_jetpack_memberships_contains_paid_content":false,"footnotes":"","featured_focal_points":""},"categories":[1],"tags":[],"brand":[],"service":[],"industry":[],"partners":[],"blog-topic":[],"content-group":[],"class_list":["post-32664","post","type-post","status-publish","format-standard","hentry","category-uncategorized"],"yoast_head":"<!-- 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