{"id":9291,"date":"2020-08-19T15:10:25","date_gmt":"2020-08-19T15:10:25","guid":{"rendered":"https:\/\/www.minio.ro\/?p=9291"},"modified":"2022-09-20T18:11:43","modified_gmt":"2022-09-20T15:11:43","slug":"some-2020-andrada-ionescu-generatiile-tinere-din-intreaga-lume-sunt-mai-omogene-decat-au-fost-vreodata-si-social-media-a-jucat-un-mare-rol-aici","status":"publish","type":"post","link":"https:\/\/minio.ro\/en\/some-2020-andrada-ionescu-generatiile-tinere-din-intreaga-lume-sunt-mai-omogene-decat-au-fost-vreodata-si-social-media-a-jucat-un-mare-rol-aici\/","title":{"rendered":"[SoMe 2020] Andrada Ionescu: Genera\u021biile tinere din \u00eentreaga lume sunt mai omogene dec\u00e2t au fost vreodat\u0103 \u0219i Social Media a jucat un mare rol aici"},"content":{"rendered":"
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[vc_row][vc_column][vc_column_text]Social media e un blestem \u0219i o binecuv\u00e2ntare \u00een acela\u0219i timp, crede\u00a0Andrada Ionescu<\/strong>, Digital Strategist @ Minio. Pe de o parte, ne ajut\u0103 s\u0103 ne conect\u0103m, s\u0103 avem expunere la culturi diferite, s\u0103 fim mai con\u0219tien\u021bi de ce se \u00eent\u00e2mpl\u0103 \u00een lume. De cealalt\u0103 parte a For\u021bei, cea \u00eentunecat\u0103, este un mediu care ajut\u0103 la coagularea urii \u0219i care poate cimenta prejudec\u0103\u021bi. A\u0219a ajungem la o \u021bes\u0103tur\u0103 social\u0103 format\u0103 din bule care nu \u00ee\u0219i vorbesc:<\/em><\/p>\n

Ca orice alt\u0103 inven\u021bie care a schimbat \u00eentr-un fel sau altul cursul lucrurilor, \u0219i digitalul are limit\u0103rile \u0219i poten\u021bialele lui puncte mai mult sau mai pu\u021bin periculoase.<\/p><\/blockquote>\n

Depinde de noi cum ducem mai departe acest mediu, \u00een ce \u00eel tranform\u0103m, cum \u00eel schimb\u0103m. \u00cen r\u00e2ndurile de mai jos, Andrada\u00a0poveste\u0219te despre p\u0103r\u021bile bune \u0219i rele ale Social Media, cum a \u00eenceput parcursul ei \u00een acest domeniu \u0219i care au fost descoperirile \u0219i \u00eenv\u0103\u021b\u0103turile experien\u021bei de p\u00e2n\u0103 acum.<\/em><\/p>\n

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Bio pe scurt<\/strong><\/h2>\n

Hello! Fac 25 de ani, deci, da, \u00een termeni de Social Media trec cur\u00e2nd \u00een alt\u0103 targetare. Am terminat Comunicare \u0219i Rela\u021bii Publice \u00een cadrul SNSPA, ca probabil majoritatea publicitarilor din genera\u021bia noastr\u0103 \u0219i un master \u00een Marketing \u00een UK, la Lancaster University.<\/p>\n

Ce m-a adus aici? Cred c\u0103 am povestit asta de nenum\u0103rate ori, \u00eens\u0103 au fost trei lucruri care m-au \u00eendrumat c\u0103tre industria marcom, ulterior c\u0103tre publicitate \u0219i \u00een final la Minio: am o veri\u0219oar\u0103 care a terminat aceea\u0219i facultate \u0219i care mi-a deschis perspectivele c\u0103tre zona asta \u0219i am f\u0103cut un internship \u00een anul 1 la Centrade care m-a f\u0103cut s\u0103-mi dau seama c\u0103 vreau publicitate \u0219i mai exact strategie. Nu \u00een ultimul r\u00e2nd, am intrat \u00een echipa Minio dup\u0103 ce am aplicat like crazy la joburi \u00een UK. It turned out to be better like this.<\/p>\n

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\u00cenceputul \u00een social media<\/strong><\/h2>\n

Dac\u0103 m-ai fi \u00eentrebat ce vreau s\u0103 fac \u00een publicitate acum c\u00e2\u021biva ani, clar nu a\u0219 fi zis Digital sau Social Media. Din perspectiva madmenist\u0103 a studentului habarnist, a\u0219 fi zis c\u0103 vreau m\u0103car BTL, dac\u0103 nu campanii integrate, clar cu component\u0103 TV.<\/p>\n

Digitalul, Social Media \u00een special, \u00eemi p\u0103reau ceva destul de easy peasy, ce poate face orice. Publicitarii adev\u0103ra\u021bi f\u0103ceau, \u00een mintea mea de acum 5 ani, chestii serioase, domne. Well, little did I know.<\/p>\n

Primele interac\u021biuni pe care le-am avut cu online-ul au fost prin prisma unor proiecte de freelance pe Upwork unde am f\u0103cut ceva content writing prin anul 3, iar ulterior la master am colaborat cu un produc\u0103tor local de decora\u021biuni interioare din UK pe care l-am ajutat cu PR \u0219i strategie \u00een digital. Mi-a pl\u0103cut foarte mult colaborarea, at\u00e2t prin prisma taskurilor, c\u00e2t \u0219i a clientului, \u00eens\u0103 nu a fost suficient pentru mine c\u00e2t s\u0103 m\u0103 scoat\u0103 din filmul meu de publictate old school.<\/p>\n

De abia la Minio, prelu\u00e2nd conturi de Social Media \u0219i proiecte cu component\u0103 digital\u0103, mi-am dat seama \u00eentr-adev\u0103r de poten\u021bialul New Media. Ulterior, trec\u00e2nd pe zona de Digital Strategy, there was no way back. Acum r\u00e2d de mine de la 20 de ani.<\/p>\n

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Cum s-a schimbat perspectiva<\/strong><\/h2>\n

\u00cen principiu, Social Media mi se p\u0103rea ceva la \u00eendem\u00e2na tuturor, which it is, dar \u00een sensul c\u0103 nu vedeam neap\u0103rat poten\u021bialul pe care \u00eel au brandurile acolo \u00een efortul lor de se pozi\u021biona pentru targetul dorit \u0219i de a-\u0219i atinge obiectivele de business. Acum sunt de p\u0103rere c\u0103 modul \u00een care un brand face Social Media arat\u0103 de fapt c\u00e2t de mult \u00eei pas\u0103 brandului respectiv de cei care \u00eel cump\u0103r\u0103, c\u00e2t de empatic este cu consumatorii, c\u00e2t de mult investe\u0219te \u00een experien\u021ba oamenilor \u00een raport cu brandul \u0219i lista poate continua.<\/p>\n

Prejudec\u0103\u021bi erau, \u00eens\u0103 din perspectiva neini\u021biatului. Iar asta se poate vedea \u00een r\u00e2ndul oamenilor care nu au tangen\u021be cu domeniul, din punct de vedere work. Atunci c\u00e2nd \u00eencepi s\u0103 intri \u00een p\u00e2ine, descoperi complexitatea digitalului \u0219i afli c\u0103, ca \u00een orice alt\u0103 ni\u0219\u0103 din publicitate, ca s\u0103 o faci serios \u0219i eficient, trebuie s\u0103 o faci strategic \u0219i creativ. \u0218i acolo intervine expertiza omului de Social Media. A\u0219adar, mi s-a infirmat complet prejudecata conform c\u0103reia ar fi ceva u\u0219or, piece of cake. \u00cen ceea ce prive\u0219te prejudec\u0103\u021bile confirmate, sincer mi s-a schimbat p\u0103rerea at\u00e2t de mult, \u00eenc\u00e2t nu-mi amintesc s\u0103 mi se fi confirmat ceva.<\/p>\n

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Surprize \u0219i descoperiri<\/strong><\/h2>\n

Surpriza a fost s\u0103 v\u0103d ce impact are Social Media \u00een evolu\u021bia brandurilor \u0219i \u00een via\u021ba oamenilor \u00een general \u0219i ce poten\u021bial uria\u0219 de cre\u0219tere. Mi se pare incredibil c\u0103 este un mijloc at\u00e2t de puternic prin care oamenii pot s\u0103 devin\u0103 coezivi \u0219i s\u0103 se sus\u021bin\u0103 reciproc pentru cauze importante sau \u00een vremuri dificile, cum sunt \u0219i cele pe care le tr\u0103im acum.<\/p>\n

Eu sunt de p\u0103rere c\u0103 Social Media este cumva both a blessing and a curse. Este o binecuv\u00e2ntare pentru c\u0103 ne ajut\u0103 s\u0103 ne conect\u0103m \u00eentre noi, cu brandurile, cu oameni \u0219i culturi super diferite. Ne poate ajuta s\u0103 fim pu\u021bin mai con\u0219tien\u021bi de ce se \u00eent\u00e2mpl\u0103 \u00een lume, de cum se poart\u0103 alte popoare, contribuie la fenomenul globaliz\u0103rii \u0219i ne ajut\u0103 s\u0103 ne apropiem de vestul dup\u0103 care t\u00e2njim a\u0219a de mult. Cred c\u0103 \u00een prezent, genera\u021biile tinere din \u00eentreaga lume sunt mai omogene dec\u00e2t au fost vreodat\u0103 \u0219i Social Media a jucat un mare rol aici. Iar asta cu omogenitatea te ajut\u0103 c\u00e2nd ai interac\u021biuni interculturale \u0219i te ajut\u0103 s\u0103 te dezvol\u021bi, s\u0103 fii mai tolerant cu ce e diferit \u2013 asta pentru c\u0103 ce e diferit devine approachable \u0219i \u00een cele din urm\u0103 familiar.<\/p>\n

Pe de cealalt\u0103 parte, cred c\u0103 Social Media poate fi \u00een bun\u0103 m\u0103sur\u0103 \u0219i a curse, deoarece coeziunea de care ziceam nu se \u00eent\u00e2mpl\u0103 just for the good. Mai mult ca niciodat\u0103, se formeaz\u0103 comunit\u0103\u021bi de oameni care militeaz\u0103 \u00eempotriva vaccinurilor, m\u0103surilor anti-COVID etc. sau pentru ideologii \u0219i convingeri extremiste. Sunt oameni care altminteri, f\u0103r\u0103 SM, nu ar fi \u0219tiut niciodat\u0103 unii de ceilal\u021bi. Asta e \u0219i un r\u0103spuns la \u00eentrebarea: \u201eCum de a devenit at\u00e2t de vocal\u0103 comunitatea \u2013insert here convingere extremist\u0103- \u00een ultima vreme? Nu-mi amintesc s\u0103 fi fost a\u0219a acum c\u00e2\u021biva ani.\u201d Well, probabil nu era. \u00cens\u0103, r\u0103m\u00e2ne la latitudinea noastr\u0103 \u00eencotro ducem trendurile din Social Media. Ca orice alt\u0103 inven\u021bie care a schimbat \u00eentr-un fel sau altul cursul lucrurilor, \u0219i digitalul are limit\u0103rile \u0219i poten\u021bialele lui puncte mai mult sau mai pu\u021bin periculoase.<\/p>\n

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Cum \u00eenve\u021bi \u0219i te preg\u0103te\u0219ti \u00een acest domeniu<\/strong><\/h2>\n

Cred c\u0103 un om de Social Media bun, la fel ca un publicitar bun, este empatic \u00een raport cu oamenii cu care comunic\u0103 \u0219i e mereu conectat la ce se \u00eent\u00e2mpl\u0103. Eu \u0103sta cred c\u0103 e de fapt challengeul unui om de comunicare \u2013 s\u0103 fie mereu la curent, s\u0103 \u0219tie c\u00e2te pu\u021bin din fiecare domeniu \u0219i s\u0103 \u00een\u021beleag\u0103 omul \u0219i societatea. Asta e de fapt ce te men\u021bine relevant ca om de comunicare, ca brand, ca persoan\u0103 cu prezen\u021b\u0103 activ\u0103 \u00een online. Cred c\u0103 atunci c\u00e2nd \u00ee\u021bi pierzi relevan\u021ba, ai pierdut tot capitalul pe care l-ai c\u00e2\u0219tigat muncind p\u00e2n\u0103 atunci.<\/p>\n

\u00cen ceea ce prive\u0219te \u00eenv\u0103\u021batul \u0219i preg\u0103tirea ca om de digital, cred c\u0103 te po\u021bi dezvolta ajut\u00e2ndu-te de c\u00e2teva lucruri: citind publica\u021bii de specialitate \u0219i citind \u00een general, \u00eencerc\u00e2nd s\u0103-\u021bi iei insights de la oameni \u0219i fiind la curent cu ce se \u00eent\u00e2mpl\u0103 cu platformele \u0219i toolurile de care ai nevoie ca s\u0103-\u021bi faci treaba. Sun\u0103 simplu, dar e destul de challenging s\u0103 le faci pe toate \u00eentr-o zi \u00een care ai \u0219i munc\u0103 full-time. Dar cineva trebuie s\u0103 o fac\u0103 \u0219i pe asta :).<\/p>\n

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Cum \u021bii\u00a0pasul\u00a0cu tot ce se \u00eent\u00e2mpl\u0103 pe internet<\/strong><\/h2>\n

Nu \u021bin, din p\u0103cate. Este foarte important s\u0103 fii la curent \u0219i tind spre asta, dar cum ziceam mai sus e destul de dificil \u0219i la un moment dat s\u0103 fii la curent cu tot ce se \u00eent\u00e2mpl\u0103 sun\u0103 mai mult like media intoxication. Cred c\u0103 m\u0103sura e r\u0103spunsul. E bine \u0219i trebuie s\u0103 \u0219tii ce se \u00eent\u00e2mpl\u0103, ce e \u00een trend, ce subiecte sunt fierbin\u021bi acum, \u00eens\u0103 nu e un cap\u0103t de lume dac\u0103 le afli a doua zi.<\/p>\n

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Ce nu \u0219tie lumea despre oamenii de social media<\/strong><\/h2>\n

C\u0103 nu post\u0103m poze cu cafelu\u021be \u0219i pisici :)))<\/p>\n

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Efectele pandemiei<\/strong><\/h2>\n

Cred c\u0103 brandurile au \u00eencercat s\u0103 \u00ee\u0219i creasc\u0103 nivelul de empatie \u0219i s\u0103 rezoneze mai mult cu oamenii, s\u0103 le fie al\u0103turi. Poate asta e \u0219i lec\u021bia de marketing a vremurilor pe care le tr\u0103im \u2013 ca brand, ai datoria s\u0103 le fii al\u0103turi oamenilor care te cump\u0103r\u0103, te urm\u0103resc, te consum\u0103 \u0219.a.m.d.<\/p>\n

\u0218i aici m\u0103 refer la ac\u021biuni concrete \u2013 dona\u021bii, platforme care s\u0103-i ajute pe oameni s\u0103 se reorganizeze, s\u0103 se adapteze situa\u021biei, dar \u0219i la entertainment \u2013 mai mult content care s\u0103-i distrag\u0103 pe oameni de la subiectul pandemiei. Au fost branduri care au sus\u021binut arti\u0219ti independen\u021bi, spectacole de teatru etc. \u0219i au format un cerc din care s\u0103 beneficieze mai multe p\u0103r\u021bi.<\/p>\n

Cred c\u0103 that\u2019s the way to go \u0219i de acum \u00eenainte \u2013 brandurile trebuie s\u0103 dea m\u0103car pu\u021bin \u00eenapoi societ\u0103\u021bii, chiar \u0219i ating\u00e2ndu-\u0219i totodat\u0103 obiectivele de business.<\/p>\n

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Noile nevoi ale clien\u021bilor<\/strong><\/h2>\n

Clien\u021bii au avut nevoie de agen\u021bii mai mult ca niciodat\u0103, dac\u0103 m\u0103 \u00eentrebi pe mine. Multe companii s-au speriat, \u0219i-au \u00eenghe\u021bat bugetele de marketing \u0219i au afectat un \u00eentreg ecosistem. Cred c\u0103 a fost o mare gre\u0219eal\u0103 prin prisma a ceea ce am explicat mai sus \u2013 oamenii au avut nevoie ca brandurile s\u0103 comunice, iar brandurile \u0219i implicit clien\u021bii au avut nevoie de solu\u021bii creative ca s\u0103 fie relevan\u021bi \u00een continuare pentru audien\u021bele lor. Este un cerc vicios \u0219i sper ca mul\u021bi dintre clien\u021bi s\u0103-l fi observat.<\/p>\n

C\u00e2t despre \u00eenv\u0103\u021b\u0103turi, am spus deja \u2013 trebuie s\u0103 dai \u00eenapoi oamenilor care te consum\u0103, fie c\u0103 vorbim de ajutor concret sau doar de content relevant pentru context.<\/p>\n

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Consumatorii & noile obiceiuri<\/strong><\/h2>\n

Cred c\u0103 rom\u00e2nii s-au mutat \u0219i mai mult \u00een online \u0219i au consumat mult digital \u00een perioada asta. Am v\u0103zut ceva date conform c\u0103rora a crescut mult e-commerce-ul \u0219i ca valoare absolut\u0103, dar \u0219i dpdv v\u00e2rst\u0103. Asta \u00eenseamn\u0103 c\u0103 p\u00e2n\u0103 \u0219i oamenii c\u0103rora nu le era at\u00e2t de la \u00eendem\u00e2n\u0103 online-ul, au apelat la el, din nevoie cel mai probabil. Cred c\u0103 \u0103sta este un semn bun \u0219i cred c\u0103 e mult de crescut \u00een continuare acolo \u0219i sincer, mi-a\u0219 dori s\u0103 v\u0103d aceast\u0103 cre\u0219tere \u0219i \u00een zona institu\u021biilor publice, unde am v\u0103zut c\u0103 s-au mai mi\u0219cat lucruri destul de timid.<\/p>\n

C\u00e2t despre comunicare, cred c\u0103 oamenii au fost mai activi din punct de vedere social, mai aten\u021bi la \u0219tirile zilei \u0219i cred c\u0103 mare parte din discu\u021biile online s-au \u00eenv\u00e2rtit \u00een jurul pandemiei. Asta este pe deoparte un semn bun, \u00eens\u0103 cum spuneam \u0219i mai devreme de Social Media overall, cred c\u0103 poate avea \u0219i downside-uri. Pandemia a determinat un context sensibil \u0219i \u00een general, subiectele sensibile \u00eei \u00eenfl\u0103c\u0103reaz\u0103 pe oameni \u0219i din p\u0103cate, \u00eei polarizeaz\u0103. De aceea, cred c\u0103 bulele lui 2020 au fost mult \u00eemp\u0103r\u021bite prin prisma situa\u021biei generate de COVID \u2013 YOLOi\u0219ti care \u00eei luau \u00een der\u00e2dere pe cei care \u0219i-au f\u0103cut provizii de f\u0103in\u0103 \u0219i h\u00e2rtie igienic\u0103 la \u00eenceputul pandemiei, conspira\u021bioni\u0219ti, oameni care au empatizat cu categoriile cele mai expuse, oameni cu p\u0103reri avizate despre situa\u021bie, bula celor care au f\u0103cut binging pe dezvoltare personal\u0103 etc. Cred c\u0103 s-au p\u0103strat bulele deja existente \u0219i ulterior s-au \u00eemp\u0103r\u021bit \u00een alte bule, \u00een func\u021bie de cum s-a pozi\u021bionat fiecare fa\u021b\u0103 de contextul pandemiei.<\/p>\n

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Canalele de comunicare\u00a0<\/strong><\/h2>\n

Dac\u0103 ne referim la consumatori, cred c\u0103 prezen\u021ba \u00een online a crescut pe toate canalele, at\u00e2t \u00een perioada st\u0103rii de urgen\u021b\u0103, c\u00e2nd oamenii aveau nevoie s\u0103 evadeze din realitatea caselor lor sau din contr\u0103 s\u0103 fie la curent cu ce se \u00eent\u00e2mpla, c\u00e2t \u0219i ulterior, c\u00e2nd majoritatea am \u00eencercat s\u0103 recuper\u0103m timpul petrecut \u00een case, \u00een afara lor. \u00cens\u0103, am observat o sc\u0103dere a metricelor dup\u0103 \u00eencetarea st\u0103rii de urgen\u021b\u0103 \u2013 oamenii sunt mai pu\u021bin engaged cu brandurile, o dat\u0103 pentru c\u0103 aten\u021bia e \u00eemp\u0103r\u021bit\u0103 \u00eentre online \u0219i outdoors vs. ce s-a \u00eent\u00e2mplat \u00een lunile de lockdown, dar \u0219i pentru c\u0103 by default este o perioad\u0103 a vacan\u021belor.<\/p>\n

Dac\u0103 ne referim la branduri, cred c\u0103 direc\u021bia de comunicare s-a mai relaxat pu\u021bin, a revenit cumva pe f\u0103ga\u0219ul normal. Nu \u0219tiu dac\u0103 asta este neap\u0103rat o direc\u021bie bun\u0103, dat\u0103 fiind evolu\u021bia pandemiei, motiv pentru care cred c\u0103 brandurile ar trebui s\u0103 fie atente \u0219i s\u0103 manifeste \u00een continuare empatie \u00een raport cu audien\u021bele lor. Aceast\u0103 relaxare se reg\u0103se\u0219te \u0219i \u00een comunicarea brandurilor, dar \u0219i a oamenilor, se vede c\u0103 ne-am adaptat acestei realit\u0103\u021bi \u0219i c\u0103 nevoile noastre s-au schimbat fa\u021b\u0103 de momentul T0 al crizei. Cu toate astea, sper s\u0103 nu uit\u0103m de lec\u021biile perioadei despre care vorbeam mai sus.<\/p>\n

Dac\u0103 vorbim \u00eens\u0103 de evolu\u021bia comunic\u0103rii din online pe o perioad\u0103 ceva mai lung\u0103, f\u0103r\u0103 s\u0103 ne concentr\u0103m neap\u0103rat pe pandemie, sunt de p\u0103rere c\u0103 online-ul rom\u00e2nesc, din partea brandurilor cel pu\u021bin, s-a profesionalizat destul de mult. \u0218tiu, sunt multe sc\u0103p\u0103ri de share-uit pe Crazy Creatives, dar trebuie s\u0103 recunoa\u0219tem c\u0103 peisajul este mai dinamic \u0219i mai creativ dec\u00e2t era acum c\u00e2\u021biva ani. Sunt mult mai multe branduri cu o prezen\u021b\u0103 cel pu\u021bin decent\u0103 \u0219i e de admirat c\u0103 \u00ee\u0219i fac intrarea din ce \u00een ce mai multe afaceri mici, locale, cu mai mult dec\u00e2t cu \u201cBun\u0103 diminea\u021ba! Poft\u0103 bun\u0103 la cafelu\u021b\u0103!\u201d.<\/p>\n

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Schimb\u0103ri<\/strong><\/h2>\n

Un lucru nea\u0219teptat este c\u0103 Tik Tokul a prins at\u00e2t de bine pe un spectru larg de v\u00e2rste \u0219i c\u0103 a ajuns \u0219i \u00een zona de colabor\u0103ri branduri \u2013 creatori de con\u021binut. De\u0219i ini\u021bial p\u0103rea c\u0103 va merge doar pe un segment super t\u00e2n\u0103r, \u00eencepe s\u0103 se maturizeze pu\u021bin. Also, mi se pare fascinant c\u00e2t de creativi sunt oamenii \u0219i ce mult se poate profesionaliza con\u021binutul de pe o re\u021bea social\u0103. Aici m\u0103 refer mai mult la Instagram, care mi se pare c\u0103 a avut o evolu\u021bie super interesant\u0103 \u2013 \u00een 2012 postam selfie-uri cu filtre ur\u00e2\u021bele, iar acum g\u0103se\u0219ti oameni care fac ni\u0219te chestii vizuale mega nice \u0219i profi.<\/p>\n

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Daca ai descrie fiecare canal\u00a0<\/strong><\/h2>\n

Facebook \u2013 rude cringe, p\u0103reri, hate<\/p>\n

IG \u2013 influen\u021batori, mood, photomania<\/p>\n

Twitter \u2013 \u0219tiri<\/p>\n

Pinterest \u2013 home deco<\/p>\n

YouTube – podcast<\/p>\n

 <\/p>\n

Trenduri 2020<\/strong><\/h2>\n

Ioi, cred c\u0103 activismul \u0219i p\u0103relologia pe subiecte sensibile. Am v\u0103zut multe subiecte de genul \u0103sta \u00een 2020 \u0219i \u00een ultimii ani. Avem Black Lives Matter, avem LGBTQ+, avem \u00eenc\u0103lzirea global\u0103 \u0219i activismul de mediu, minorit\u0103\u021bi, abuz sexual and so on. Este minunat c\u0103 aceste subiecte sunt \u00een focus, \u00eens\u0103 \u00eemi doresc foarte mult s\u0103 se p\u0103streze \u00een interesul oamenilor fondul problemei, mai degrab\u0103 dec\u00e2t forma.<\/p>\n

Mi-a\u0219 dori s\u0103 nu fie doar o chestiune de trending, ci \u0219i un fel de socializare (\u00een sensul sociologic al cuv\u00e2ntului) \u0219i educare. Este foarte bine s\u0103 luam atitudine c\u00e2nd vine vorba de discriminare rasial\u0103, dar mi-ar pl\u0103cea s\u0103 v\u0103d c\u0103 nu doar urm\u0103m un val, ci aplic\u0103m ni\u0219te principii \u00een func\u021bie de context. Spre exemplu, cred c\u0103 subiectul Black Lives Matter ar fi poate o ocazie bun\u0103 s\u0103 deschidem o conversa\u021bie despre discriminarea etnic\u0103 prezent\u0103 \u00een Rom\u00e2nia, spre exemplu.<\/p>\n

 <\/p>\n

Teme sensibile de conversa\u021bie<\/strong><\/h2>\n

Cred c\u0103 \u00eencepe s\u0103 se simt\u0103 \u0219i la noi o form\u0103 de political correctness. Nu sunt un fan al acestui tip de pozi\u021bionare, chiar deloc. \u00cens\u0103, de\u0219i cred c\u0103 brandurile trebuie s\u0103 fie implicate \u00een societate, sunt de p\u0103rere c\u0103 atunci c\u00e2nd lucrurile iau o turnur\u0103 extrem de serioas\u0103 \u2013 decizii politice, spe\u021be medicale etc., brandurile trebuie s\u0103 r\u0103m\u00e2n\u0103 \u00eentr-o zon\u0103 a decen\u021bei \u0219i s\u0103-i \u00eencurajeze pe oameni s\u0103 se orienteze c\u0103tre speciali\u0219ti.<\/p>\n

Aici m\u0103 refer at\u00e2t la branduri, dar mai ales la persoane publice \u0219i influen\u021batori. Sunt de p\u0103rere c\u0103 e important s\u0103 te pozi\u021bionezi ferm cu privire la lucruri care privesc cetatea (incluziune social\u0103, egalitate, educa\u021bie etc.), \u00eens\u0103 cred c\u0103 un brand\/ persoan\u0103 public\u0103 care ar putea impacta cumva p\u0103rerile unui num\u0103r mare de oameni, ar trebui s\u0103 \u00eei lase pe cei cu p\u0103reri avizate s\u0103 transmit\u0103 informa\u021bia. \u0218i asta e cu at\u00e2t mai valibil \u00een situa\u021bii ca cea de acum, c\u00e2nd autoritatea \u0219i expertiza sunt submitate \u0219i umbrite de conspira\u021bionisme.<\/p>\n

Cred c\u0103 toat\u0103 polarizarea din online, political correctnessul \u0219i toate subiectele sensibile aduse \u00een discursul public \u00een ultima vreme fac munca brandurilor \u0219i a oamenilor de comunicare destul de grea. Sunt de p\u0103rere c\u0103 sunt pu\u021bine acele branduri care \u00eentr-adev\u0103r au curajul s\u0103 deschid\u0103 teritorii neexplorate – e foarte riscant pentru c\u0103 po\u021bi s\u0103 te treze\u0219ti cu un tsunami de hate. Cred c\u0103 majoritatea urmeaz\u0103 un val \u2013 dac\u0103 se vorbe\u0219te mult despre un subiect \u0219i acesta e relevant pentru oameni \u0219i safe \u00een r\u00e2ndul audien\u021belor unui brand, atunci brandul respectiv se va pozi\u021biona cumva fa\u021b\u0103 de subiect.<\/p>\n

Eu apreciez brandurile curajoase care deschid conversa\u021bii, \u00eens\u0103 nu \u00eei judec foarte aspru nici pe cei care aleg s\u0103 urmeze valul, pentru c\u0103 \u00een definitiv un brand este un business. \u00cens\u0103, nu cred c\u0103 solu\u021bia este s\u0103 te prefaci c\u0103 lucrurile nu exist\u0103, cum de altfel au f\u0103cut unele branduri \u00een perioada lockdownului. Cred c\u0103 se secretul este s\u0103 fii empatic \u0219i s\u0103 nu cazi \u00een penibilul creat de un political correctness dus la extrem \u2013 s\u0103 te duci cu valul doar pentru c\u0103 vrei s\u0103 pari implicat, exact ce ziceam mai sus despre form\u0103 \u0219i fond.<\/p>\n

Subiecte sensibile anul \u0103sta: clar pandemia \u0219i whatever was related to it \u2013 5G, termoscanare, num\u0103r de cazuri etc. \u0219i desigur, vaccinarea \u0219i \u00een continuare discrimirea rasial\u0103\/ etnic\u0103 (acest elefant din camer\u0103 \u00een Rom\u00e2nia \u2013 comunitatea rrom\u0103, comunitatea maghiar\u0103), incluziunea social\u0103, migra\u021bia \u0219i minorit\u0103\u021bile \u00een general, LGBTQ+, \u00eenc\u0103lzirea global\u0103, God, so many of them.<\/p>\n

 <\/p>\n

Hate speech<\/strong><\/h2>\n

Cred c\u0103 hate speech-ul exist\u0103 de c\u00e2nd lumea \u0219i nu are na\u021bionalitate. \u00cen era internetului pare \u00eens\u0103 ca fiind ceva nou ap\u0103rut, dar eu cred c\u0103 de fapt a\u0219a este natura uman\u0103 \u2013 sim\u021bim s\u0103 ne pozi\u021bion\u0103m fa\u021b\u0103 de lucruri, avem nevoie de validare, s\u0103 apar\u021binem unei categorii, unui set de valori, opinii etc., vrem s\u0103 ne facem auzi\u021bi. Cum am spus, internetul pune hate speech-ul \u00eentr-o alt\u0103 lumin\u0103, dar probabil solu\u021bia ca om de comunicare este s\u0103 ai grij\u0103 la subiectele sensibile, s\u0103 ai o pozi\u021bionare ferm\u0103 \u0219i s\u0103 \u0219tii c\u00e2nd s\u0103-\u021bi dai cu p\u0103rerea \u0219i c\u00e2nd nu. Asta te ajut\u0103 mai mult s\u0103 previi hate speech-ul, deoarece cred c\u0103 odat\u0103 pornit, e mult mai greu s\u0103-l domole\u0219ti.<\/p>\n

 <\/p>\n

Meme 2020<\/strong><\/h2>\n

Sincer nu \u0219tiu, a bubuit internetul de creativitate. O s\u0103 las aici ceva ce iese din registrul pandemic:<\/p>\n

\"\"<\/a><\/p>\n

 <\/p>\n

Ghid de supravie\u021buire al omului de social media<\/strong><\/h2>\n

1. Insights de la oameni<\/p>\n

2. Content relevant \u0219i contextual<\/p>\n

3. R\u0103bdare \u2013 cu oamenii care interac\u021bioneaz\u0103 cu tine \u0219i cu cei care nu \u00een\u021beleg ce faci de fapt<\/p>\n

Sursa<\/strong><\/span>: <\/span>https:\/\/bit.ly\/2Q6sicF<\/a>\u00a0<\/span>[\/vc_column_text][vc_empty_space][\/vc_column][\/vc_row]<\/p>\n<\/div>","protected":false},"excerpt":{"rendered":"

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