{"id":23374,"date":"2018-08-19T21:55:22","date_gmt":"2018-08-19T19:55:22","guid":{"rendered":"https:\/\/www.ramonramon.org\/blog\/?p=23374"},"modified":"2026-09-25T23:01:04","modified_gmt":"2026-09-25T21:01:04","slug":"tecnopolitica-activismo-digital-y-comunicacion-creando-una-campana-electoral-exitosa","status":"publish","type":"post","link":"https:\/\/ramonramon.org\/blog\/2018\/08\/19\/tecnopolitica-activismo-digital-y-comunicacion-creando-una-campana-electoral-exitosa\/","title":{"rendered":"Tecnopol\u00edtica, activismo digital y comunicaci\u00f3n: creando una campa\u00f1a electoral exitosa"},"content":{"rendered":"<h5 align=\"justify\"><span><\/span><span><\/span>En la actual Sociedad-Red en la que vivimos, el buen uso de las redes sociales y el thick data puede marcar la diferencia entre una campa\u00f1a exitosa y un fracaso rotundo.<\/h5>\r\n<p align=\"justify\">En <a href=\"https:\/\/ramonramon.org\/blog\/2014\/03\/12\/politica-del-siglo-xxi-ciudadania\/\"><span><\/span><span><\/span>pleno siglo XXI<\/a><span><\/span><span><\/span> la era de las campa\u00f1as pol\u00edticas repartiendo volantes y dando discursos por la televisi\u00f3n ha quedado en el pasado. Nuevos sistemas y estrategias han surgido para generar inter\u00e9s en los potenciales electores, quienes cada d\u00eda est\u00e1n m\u00e1s inmersos en los medios electr\u00f3nicos y en la globalizaci\u00f3n y tienen menos tiempo para leer amplios an\u00e1lisis pol\u00edticos o para escuchar extensos mon\u00f3logos. Entre esas estrategias la m\u00e1s importante es justamente la <a href=\"https:\/\/ramonramon.org\/blog\/?s=tecnopolitica\"><span><\/span><span><\/span>Tecnopol\u00edtica<\/a>, \u00bfhab\u00edas o\u00eddo hablar de ella?<\/p>\r\n\r\n<center>\r\n<iframe width=\"560\" height=\"315\" src=\"https:\/\/www.youtube.com\/embed\/vJ2GmGadc_E\" allow=\"autoplay; encrypted-media\" allowfullscreen=\"allowfullscreen\" frameborder=\"0\" data-mce-fragment=\"1\"><\/iframe><\/center>\r\n<p align=\"justify\">Cuando se habla de <a href=\"https:\/\/ramonramon.org\/blog\/2018\/01\/03\/comunicacion-politica-tecnologia\/\"><strong><span><\/span><span><\/span>Tecnopol\u00edtica<\/strong><\/a> se trata del <strong><span><\/span><span><\/span>uso de las redes sociales, las telecomunicaciones y el internet para el activismo, la comunicaci\u00f3n y la pol\u00edtica<\/strong>. La <a href=\"https:\/\/ramonramon.org\/blog\/2016\/03\/10\/tecnopolitica-jovenes\/\"><span><\/span><span><\/span>Tecnopol\u00edtica<\/a><span><\/span><span><\/span> ha crecido exponencialmente con cada campa\u00f1a electoral, ya que<a href=\"https:\/\/ramonramon.org\/blog\/2016\/02\/01\/ciberactivismo-y-tecnopolitica-la-ciudadania-empoderada-y-conectada-por-la-sociedad-red\/\"> ahora m\u00e1s que nunca el \u00e9xito o el fracaso de la misma depende mucho de los medios digitales<\/a>. Una persona usa su <i><span><\/span><span><\/span>Smartphone<\/i><span><\/span><span><\/span> unas 200 veces al d\u00eda, con un 90% de este uso dedicado exclusivamente a revisar las redes sociales. El Twitter, Facebook, Whatsapp, Instagram, y dem\u00e1s redes han pasado a ser medios de comunicaci\u00f3n que est\u00e1n disponibles 24\/7 y en los que adem\u00e1s puedes elegir tu programaci\u00f3n y participar en el debate.<\/p>\r\n<p align=\"justify\">Contar con una estrategia de marketing digital es una necesidad clave para marcar la diferencia entre una actividad pol\u00edtica infructuosa y una verdadera campa\u00f1a, ya que <strong><span><\/span><span><\/span>ofrece ventajas arrasadoras sobre las dem\u00e1s estrategias<\/strong>. Se trata de transformar los escenarios a nuestro favor: si <a href=\"https:\/\/ramonramon.org\/blog\/2016\/02\/01\/ciberactivismo-y-tecnopolitica-la-ciudadania-empoderada-y-conectada-por-la-sociedad-red\/\"><span><\/span><span><\/span>nos enfrentamos a una sociedad que ahora ocupa la mayor parte de su tiempo frente a la Tablet o el celular<\/a><span><\/span><span><\/span>, lo que conviene no es intentar disuadirlos de esta actividad, sino pasar a formar parte de esa misma comunidad y convertir estos nuevos medios en espacios para la difusi\u00f3n y recepci\u00f3n de informaci\u00f3n que beneficie a la campa\u00f1a, utilizando los mismos formatos \u2013im\u00e1genes, gifs, videos\u2212 que ya son populares y que se hacen virales con un par de clicks.<\/p>\r\n<p align=\"justify\"><a href=\"https:\/\/ramonramon.org\/blog\/wp-content\/uploads\/photo5181738280549459916.jpg\"><img decoding=\"async\" src=\"https:\/\/ramonramon.org\/blog\/wp-content\/uploads\/photo5181738280549459916.jpg\" alt=\"Tecnopolitica\" class=\"wp-image-22616 alignleft\" width=\"477\" height=\"318\" srcset=\"https:\/\/ramonramon.org\/blog\/wp-content\/uploads\/photo5181738280549459916.jpg 1280w, https:\/\/ramonramon.org\/blog\/wp-content\/uploads\/photo5181738280549459916-212x141.jpg 212w, https:\/\/ramonramon.org\/blog\/wp-content\/uploads\/photo5181738280549459916-360x240.jpg 360w, https:\/\/ramonramon.org\/blog\/wp-content\/uploads\/photo5181738280549459916.jpg 800w\" sizes=\"(max-width: 477px) 100vw, 477px\" \/><\/a>Entre los aspectos m\u00e1s importantes que caracterizan a una campa\u00f1a electoral en medios digitales se encuentra la <a href=\"https:\/\/ramonramon.org\/blog\/2016\/06\/29\/como-convertir-seguidor-votante\/\">oportunidad invaluable de <strong>generar relaciones m\u00e1s directas con el p\u00fablico<\/strong><\/a><span><\/span><span><\/span>. Los medios tradicionales como la televisi\u00f3n, la radio, el peri\u00f3dico y los panfletos eran medios unidireccionales; cuando \u00e9stos eran los \u00fanicos recursos disponibles, los directores de campa\u00f1a decid\u00edan qu\u00e9 informaci\u00f3n se iba a comunicar y \u00e9sta se hac\u00eda llegar a los potenciales votantes con la esperanza de que fuese bien recibida.<\/p>\r\n<p align=\"justify\"><span><\/span><span><\/span>Ahora es diferente; los blogs, p\u00e1ginas webs y redes sociales permiten un feedback; <strong>la gente no s\u00f3lo lee o escucha lo que los pol\u00edticos tienen para decir, sino que adem\u00e1s tienen la posibilidad de contestar, hacer preguntas y propuestas<\/strong>, y muy al contrario de ser esto algo negativo, si se sabe dirigir y sacarle provecho, es la <strong><a href=\"https:\/\/ramonramon.org\/blog\/2017\/07\/24\/7-claves-la-comunicacion-politica-la-sociedad-red-convertir-internauta-embajador\/\">\u00fanica manera eficiente de generar cercan\u00eda y contacto con todos los electores<\/a><\/strong><span><\/span><span><\/span>. Escuchar propuestas y solventar dudas sobre tu campa\u00f1a genera confianza, empat\u00eda y seguridad en la gente, lo cual es el factor m\u00e1s determinante en cualquier contienda pol\u00edtica.<\/p>\r\n<p align=\"justify\"><span><\/span><span><\/span>Donald Trump, por ejemplo, estaba consciente de la importancia que pod\u00eda tener este recurso sobre los resultados electorales, y es por esto que el actual presidente de los Estados Unidos gast\u00f3 alrededor de 70 millones de d\u00f3lares mensuales en publicidad y marketing digital para su campa\u00f1a. Pero considerando los resultados, tal parece que fue una buena inversi\u00f3n \u00bfno lo creen?<\/p>\r\n<p align=\"justify\"><img decoding=\"async\" src=\"https:\/\/ramonramon.org\/blog\/wp-content\/uploads\/.\/internet_latam.png\" alt=\"Tecnopolitica y acceso a internet en Latam\" class=\"wp-image-23378 alignright\" width=\"472\" height=\"336\" srcset=\"https:\/\/ramonramon.org\/blog\/wp-content\/uploads\/internet_latam.png 960w, https:\/\/ramonramon.org\/blog\/wp-content\/uploads\/internet_latam-198x141.png 198w\" sizes=\"(max-width: 472px) 100vw, 472px\" \/><span><\/span><span><\/span>Solamente <a href=\"https:\/\/ramonramon.org\/blog\/2014\/07\/28\/latinoamerica-lider-indiscutible-en-el-uso-de-redes-sociales\/\">en Latinoam\u00e9rica la penetraci\u00f3n del internet supera la media mundial<\/a>. <strong><span><\/span><span><\/span>Un 67% de la poblaci\u00f3n total tiene alg\u00fan tipo de acceso a internet<\/strong>, y estos n\u00fameros crecen d\u00eda tras d\u00eda. En nuestra sociedad tecnol\u00f3gica, el buen uso de las redes sociales y la <i><span><\/span><span><\/span>data analysis<\/i> puede <strong>marcar la diferencia entre una campa\u00f1a exitosa y un fracaso rotundo<\/strong><span><\/span><span><\/span>, lo cual se pudo apreciar tambi\u00e9n en la campa\u00f1a presidencial del segundo mandato de Barack Obama, quien junto a un equipo dirigido por un empleado de Google y el ex CEO de Facebook, crearon una campa\u00f1a de marketing tan exitosa que viraliz\u00f3 el famoso <i><span><\/span><span><\/span>Yes we can<\/i> y asegur\u00f3 su estad\u00eda por cuatro a\u00f1os m\u00e1s en la casa blanca.<\/p>\r\n<p align=\"justify\"><span><\/span><span><\/span>El activismo digital ya se encuentra circulando entre los principales servicios de mensajer\u00eda digital del mundo, como lo son Whatsapp y <a href=\"https:\/\/ramonramon.org\/blog\/2017\/05\/12\/telegram-recorrido-mas-alla-la-utilidad-inmediata-la-popularidad\/\"><span><\/span><span><\/span>Telegram<\/a><span><\/span><span><\/span>. Acciones simples como la difusi\u00f3n de mensajes, las famosas cadenas, e incluso los memes pol\u00edticos sirven para llevar la informaci\u00f3n y mantener la comunicaci\u00f3n pol\u00edtica en constante movimiento. Los beneficios del marketing digital apoyado en la Tecnopol\u00edtica para las campa\u00f1as electorales son MASIVOS, por lo que <strong><span><\/span><span><\/span>\u00a1ha llegado la hora de romper esos viejos esquemas y comenzar a imaginarnos todas las campa\u00f1as pol\u00edticas como parte de las historias de Instagram y de las notificaciones en el <i><span><\/span><span><\/span>Smartphone<\/i> de los millones de usuarios a los que usted est\u00e1 a punto de alcanzar!<\/strong><\/p>\r\n<p align=\"justify\">Y si a\u00fan te quedan dudas, aqu\u00ed tres posts recomendados en la misma l\u00ednea:<\/p>\r\n\r\n<ul>\r\n \t<li><a href=\"https:\/\/ramonramon.org\/blog\/2018\/08\/30\/los-7-consejos-basicos-para-afrontar-una-campana-electoral-exitosa\/\">Los 7 consejos b\u00e1sicos para afrontar una campa\u00f1a electoral exitosa<\/a><\/li>\r\n \t<li><a href=\"https:\/\/ramonramon.org\/blog\/2018\/03\/29\/comunicacion-politica-y-sociedad-red\/\">Comunicaci\u00f3n pol\u00edtica y campa\u00f1as electorales en un Mundo digital<\/a><\/li>\r\n \t<li class=\"hestia-title entry-title\"><a href=\"https:\/\/ramonramon.org\/blog\/2018\/03\/29\/comunicacion-politica-y-sociedad-red\/\">Comunicaci\u00f3n pol\u00edtica y Sociedad Red<\/a><\/li>\r\n<\/ul>\n\n\n<p class=\"wp-block-paragraph\"><em>Este art\u00edculo forma parte de la gu\u00eda de <a href=\"https:\/\/ramonramon.org\/blog\/campanas-electorales\/\"><strong>campa\u00f1as electorales: estrategia, narrativa y m\u00e9todo<\/strong><\/a> de Ram\u00f3n Ram\u00f3n y RRyC\u00eda.<\/em><\/p>\n\n","protected":false},"excerpt":{"rendered":"<p>En la actual Sociedad-Red en la que vivimos, el buen uso de las redes sociales y el thick data puede marcar la diferencia entre una campa\u00f1a exitosa y un fracaso rotundo. En pleno siglo XXI la era de las campa\u00f1as pol\u00edticas repartiendo volantes y dando discursos por la televisi\u00f3n ha quedado en el pasado. Nuevos&hellip;&nbsp;<a href=\"https:\/\/ramonramon.org\/blog\/2018\/08\/19\/tecnopolitica-activismo-digital-y-comunicacion-creando-una-campana-electoral-exitosa\/\" rel=\"bookmark\">Leer m\u00e1s &raquo;<span class=\"screen-reader-text\">Tecnopol\u00edtica, activismo digital y comunicaci\u00f3n: creando una campa\u00f1a electoral exitosa<\/span><\/a><\/p>\n","protected":false},"author":2070,"featured_media":19642,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"neve_meta_sidebar":"","neve_meta_container":"","neve_meta_enable_content_width":"","neve_meta_content_width":0,"neve_meta_title_alignment":"","neve_meta_author_avatar":"","neve_post_elements_order":"","neve_meta_disable_header":"","neve_meta_disable_footer":"","neve_meta_disable_title":"","footnotes":""},"categories":[2008,8],"tags":[1947],"class_list":["post-23374","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-comunicacion","category-elecciones","tag-tecnopolitica"],"aioseo_notices":[],"aioseo_head":"\n\t\t<!-- All in One SEO Pro 5.0.2 - aioseo.com -->\n\t<meta name=\"description\" content=\"En la actual Sociedad-Red en la que vivimos, el buen uso de las redes sociales y el thick data puede marcar la diferencia entre una campa\u00f1a exitosa y un 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