{"id":12713,"date":"2021-10-05T14:00:23","date_gmt":"2021-10-05T12:00:23","guid":{"rendered":"https:\/\/torresycarrera.com\/?p=12713"},"modified":"2023-03-22T12:00:01","modified_gmt":"2023-03-22T12:00:01","slug":"el-imperio-zuckerberg","status":"publish","type":"post","link":"https:\/\/torresycarrera.com\/en\/el-imperio-zuckerberg\/","title":{"rendered":"El imperio Zuckerberg"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"12713\" class=\"elementor elementor-12713 elementor-3503\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-5f16864c elementor-section-boxed elementor-section-height-default elementor-section-height-default qodef-elementor-content-no\" data-id=\"5f16864c\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-27b6a79d\" data-id=\"27b6a79d\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-1df2810d elementor-widget elementor-widget-text-editor\" data-id=\"1df2810d\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\n<p>La reputaci\u00f3n corporativa es uno de los activos intangibles m\u00e1s estrat\u00e9gicos de una compa\u00f1\u00eda. Las estrategias empresariales y, espec\u00edficamente, las estrategias de marketing digital, deben estar sustentadas en el <a href=\"https:\/\/torresycarrera.com\/corporativo\/big-data-etica-y-seguridad\/\" target=\"_blank\" rel=\"noopener noreferrer\"><strong>uso \u00e9tico y transparente de los datos<\/strong><\/a> y en la <strong>contribuci\u00f3n positiva a la sociedad<\/strong>.<\/p>\n<p>Pero, \u00bfqu\u00e9 valor econ\u00f3mico puede tener el intangible de la reputaci\u00f3n? <strong>\u00bfcu\u00e1nto vale la reputaci\u00f3n de una compa\u00f1\u00eda que cotiza en bolsa como Facebook?<\/strong> La ca\u00edda mundial de sus servicios durante m\u00e1s de 6 horas que tuvo lugar ayer y que dejo sin servicio de Facebook, Instagram y Whatsapp a 3.500 millones de personas \u2015aproximadamente la mitad de la poblaci\u00f3n mundial\u2015 supuso una reducci\u00f3n de 7.000 millones de euros y un desplome en bolsa de un 4,89%.<\/p>\n<p>Aunque la compa\u00f1\u00eda atribuye la incidencia a \u201cun cambio de configuraci\u00f3n defectuoso\u201d que provoc\u00f3 problemas en el sistema de asignaci\u00f3n de dominios, una lectura r\u00e1pida de lo sucedido vuelve a darnos lecciones sobre reputaci\u00f3n corporativa. Resulta evidente que el apag\u00f3n es <strong>una respuesta directa a la gesti\u00f3n del negocio de Zuckerberg<\/strong> y a las cr\u00edticas recibidas recientemente a partir de la filtraci\u00f3n de documentos internos de una ex-gerente de producto de Facebook. Dicha documentaci\u00f3n ha vuelto a remarcar el impacto t\u00f3xico de Facebook e Instagram en la sociedad, <a href=\"https:\/\/www.elmundo.es\/tecnologia\/2021\/09\/15\/6141af89e4d4d8360f8b4577.html?fbclid=IwAR3z4xC70Zmo2zL16vNqees6D_1s1WgT_U2a6MTDBo1mdG9ym-wEdTDyhkI\" target=\"_blank\" rel=\"noopener noreferrer\">especialmente en los m\u00e1s j\u00f3venes<\/a>, subrayando c\u00f3mo los algoritmos de etas plataformas incentivan los contenidos especialmente \u201cairados, polarizantes y divisivos\u201d.<\/p>\n<p>Como espejo de la pol\u00e9mica, y por si la cifra econ\u00f3mica no resulta lo suficientemente ilustrativa, cabe destacar c\u00f3mo <strong>la desconfianza de los usuarios en las redes sociales no deja de crecer<\/strong>. De hecho, seg\u00fan el estudio demosc\u00f3pico que hemos realizado en el marco del <a href=\"https:\/\/torresycarrera.com\/act\/mas-del-70-de-la-sociedad-considera-que-las-redes-sociales-mienten\/\" target=\"_blank\" rel=\"noopener noreferrer\">Proyecto Culebras<\/a> en colaboraci\u00f3n con la Universidad Complutense de Madrid, el 78,5% de los usuarios espa\u00f1oles considera que las redes sociales contienen un nivel de desinformaci\u00f3n importante y un 52,3% considera que las noticias falsas circulan en nivel alto. En concreto, el 66,8% de los encuestados se\u00f1ala a\u00a0<strong>Facebook como la red social en la que se encuentran m\u00e1s noticias falsas<\/strong>, seguida de\u00a0WhatsApp\u00a0(55,1%).<\/p>\n<p>\u00bf<a href=\"https:\/\/www.linkedin.com\/pulse\/cu%C3%A1nto-tiempo-m%C3%A1s-durar%C3%A1-la-dictadura-del-algoritmo-de-v%C3%A1zquez-via%C3%B1o-1f\/\" target=\"_blank\" rel=\"noopener noreferrer\">Cu\u00e1nto tiempo m\u00e1s<\/a> ser\u00e1 capaz Zuckerberg de seguir capeando el temporal de su reputaci\u00f3n corporativa? Desde estas l\u00edneas me gustar\u00eda invitar a reflexionar en varias direcciones:<\/p>\n<ul>\n<li>\u00bfFue oportuno Mark a la hora de pedir disculpas por el corte del servicio apelando a c\u00f3mo los usuarios <a href=\"https:\/\/www.facebook.com\/zuck\/posts\/10113957526871061\" target=\"_blank\" rel=\"noopener noreferrer\">no habr\u00edan podido hablar con sus seres queridos durante horas<\/a>? \u00bfEs \u00e9ste un relato corporativo pobre? \u00bfEs suficiente?<\/li>\n<li>\u00bfCu\u00e1ntos mensajes hemos intentando enviar ayer durante la ca\u00edda del servicio? \u00bfDeber\u00edamos reflexionar sobre la dependencia social que, como individuos, tenemos de las redes sociales? Como personas, \u00bfsabemos vivir sin redes sociales?<\/li>\n<li>Desde el punto de vista corporativo, \u00bfc\u00f3mo afectar\u00eda a la estrategia corporativa de tu marca que el fallo se alargase durante semanas? \u00bfQu\u00e9 pasar\u00eda si alguna de las plataformas endureciese m\u00e1s su algoritmo o, incluso, cerrase indefinidamente?<\/li>\n<\/ul>\n<p>Y, durante \u201cel apag\u00f3n\u201d por supuesto, la gran beneficiada fue Telegram, que obtuvo unos 50 millones de nuevos registros. \u00a0Asimismo, la diversi\u00f3n \u2013 y lo que es m\u00e1s importante, <strong>la confianza<\/strong> \u2013 se concentr\u00f3 en <strong>Twitter<\/strong>, red social que se convirti\u00f3 en refugio de \u201cshit posting\u201d para <a href=\"https:\/\/twitter.com\/NetflixES\/status\/1445055302764744714\" target=\"_blank\" rel=\"noopener noreferrer\">marcas<\/a>, <a href=\"https:\/\/twitter.com\/IbaiLlanos\/status\/1445055171629920257\" target=\"_blank\" rel=\"noopener noreferrer\">influencers<\/a> y <a href=\"https:\/\/twitter.com\/IbaiLlanos\/status\/1445055171629920257\" target=\"_blank\" rel=\"noopener noreferrer\">toda la comunidad de usuarios<\/a>. Destacan trending topics como los logrados alrededor de la marca Bizum \u2013 \u201c<a href=\"https:\/\/twitter.com\/IbaiLlanos\/status\/1445055171629920257\" target=\"_blank\" rel=\"noopener noreferrer\">cualquier cosa, Bizum<\/a>\u201d\u2013 con miles de memes que ponen de relieve la poca confianza t\u00e9cnica de los usuarios en las redes de Zuckerberg y que todav\u00eda eran tendencia en Twitter esta ma\u00f1ana, muchas horas despu\u00e9s del restablecimiento del servicio.<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>La reputaci\u00f3n corporativa es uno de los activos intangibles m\u00e1s estrat\u00e9gicos de una compa\u00f1\u00eda. Las estrategias empresariales y, espec\u00edficamente, las estrategias de marketing digital, deben estar sustentadas en el&nbsp;uso \u00e9tico y transparente de los datos&nbsp;y en la&nbsp;contribuci\u00f3n positiva a la sociedad. Pero, \u00bfqu\u00e9 valor econ\u00f3mico puede tener el intangible de la reputaci\u00f3n?&nbsp;\u00bfcu\u00e1nto vale la reputaci\u00f3n [&hellip;]<\/p>\n","protected":false},"author":9,"featured_media":10913,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[368,370],"tags":[427,416,426,405,428,375,429,364,503,472],"class_list":["post-12713","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog-2","category-corporate","tag-bulos-2","tag-corporativo-2","tag-etica-2","tag-fake-news-en","tag-marca-2","tag-marketing-digital-2","tag-proyecto-culebras-2","tag-redes-sociales-2","tag-reputacion-en","tag-usuarios-en"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>El imperio Zuckerberg - Torres y Carrera<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/torresycarrera.com\/en\/el-imperio-zuckerberg\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"El imperio Zuckerberg - Torres y Carrera\" \/>\n<meta property=\"og:description\" content=\"La reputaci\u00f3n corporativa es uno de los activos intangibles m\u00e1s estrat\u00e9gicos de una compa\u00f1\u00eda. Las estrategias empresariales y, espec\u00edficamente, las estrategias de marketing digital, deben estar sustentadas en el&nbsp;uso \u00e9tico y transparente de los datos&nbsp;y en la&nbsp;contribuci\u00f3n positiva a la sociedad. Pero, \u00bfqu\u00e9 valor econ\u00f3mico puede tener el intangible de la reputaci\u00f3n?&nbsp;\u00bfcu\u00e1nto vale la reputaci\u00f3n [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/torresycarrera.com\/en\/el-imperio-zuckerberg\/\" \/>\n<meta property=\"og:site_name\" content=\"Torres y Carrera\" \/>\n<meta property=\"article:published_time\" content=\"2021-10-05T12:00:23+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-03-22T12:00:01+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/torresycarrera.com\/wp-content\/uploads\/2021\/09\/facebook-scaled-1.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"2560\" \/>\n\t<meta property=\"og:image:height\" content=\"1718\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Laura M\u00aa V\u00e1zquez\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Laura M\u00aa V\u00e1zquez\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/torresycarrera.com\\\/en\\\/el-imperio-zuckerberg\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/torresycarrera.com\\\/en\\\/el-imperio-zuckerberg\\\/\"},\"author\":{\"name\":\"Laura M\u00aa V\u00e1zquez\",\"@id\":\"http:\\\/\\\/torresycarrera.com\\\/en\\\/#\\\/schema\\\/person\\\/2d17befd3c7f65b042b0e8c147180161\"},\"headline\":\"El imperio Zuckerberg\",\"datePublished\":\"2021-10-05T12:00:23+00:00\",\"dateModified\":\"2023-03-22T12:00:01+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/torresycarrera.com\\\/en\\\/el-imperio-zuckerberg\\\/\"},\"wordCount\":665,\"publisher\":{\"@id\":\"http:\\\/\\\/torresycarrera.com\\\/en\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/torresycarrera.com\\\/en\\\/el-imperio-zuckerberg\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/torresycarrera.com\\\/wp-content\\\/uploads\\\/2021\\\/09\\\/facebook-scaled-1.jpg\",\"keywords\":[\"bulos\",\"corporativo\",\"\u00e9tica\",\"fake news\",\"marca\",\"marketing digital\",\"Proyecto Culebras\",\"redes sociales\",\"reputacion\",\"usuarios\"],\"articleSection\":[\"Blog\",\"Corporate\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/torresycarrera.com\\\/en\\\/el-imperio-zuckerberg\\\/\",\"url\":\"https:\\\/\\\/torresycarrera.com\\\/en\\\/el-imperio-zuckerberg\\\/\",\"name\":\"El imperio Zuckerberg - 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