By: Carlos Herrero
As in the United States, they will be characterized by references to the covid and hopefully in the month of June, to the post covid; and for the fight between Morena, the
Movement (not party) founded by AMLO and practically all the united opposition: PAN, PRD and PRI. This single novelty will bring us elections of another depth, of another struggle, of another sensitivity and of course a high sense of democracy and country. The experience of the two established blocs does not seem the most appropriate because it polarizes the country too much, but it is there and represents reality. In these elections, everything will be played for everything in the mass media, in the streets, but very particularly in the networks and especially in Facebook due to its high social impact, its ability to form communities and its ability to disseminate ideas and proposals.
Facebook will continue to play its role as an open, horizontal, democratic, immediate social network and a shaper of active communities. Facebook will make all its tools and algorithms available to the different political options. Facebook knows us but not by invasion of data, but by analysis of trends for the data we offer and for which we signed a contract of acceptance of use. Facebook performs its role as a social network with the consent of its followers. And very few could claim that they have preferred to get out of it under the cheap dilemma of breach of trust.
Its 1,600 million users in the world and 86 in Mexico amply demonstrate the acceptance of this network. Seeing Mark Zuckerberg, its founder, sitting before the corresponding commission of the United States Senate, answering each and every one of the questions that were addressed to him, as well as accepting an excess of confidence in certain decisions shows the transparency of Facebook as company and as a network.
As always, the best and only crisis management possible is to speak and explain with the truth in hand. Transparency is the only way that illuminates any crisis situation that wants to be overcome efficiently. Facebook knows it and Zuckerberg put it into practice. In this sense and starting from the fact that the starting point of all communication consists of the explanation of what is done and how it is done; Facebook should go ahead to show and explain, within the limits of what is properly public, what and how it manages the political campaigns that are hired from it. Because of course they are hired, since it is not a charitable association. To the extent that this transparent explanation is advanced, it will confirm its usefulness for democracy, for political campaigns and to generate trust in its millions of loyal followers.
Facebook does not fall within the perspective of a dilemma, it focuses on the reality of forming social groups of all kinds that favor relationships, coexistence, exchange, conversation. To do this, it operates with Big Data and analytical intelligence. His followers are there for a reason and they will not stop doing it. For something, all the political options at stake in an election look to this social network as a fundamental platform.
–
