If in Mexico there is a character that generates special attention and has particular relevance in social networks, that has been Ricardo Salinas Pliego, CEO of Grupo Salinas.
The businessman has gained a special place on Twitter in recent years, after several of his tweets generated specials with an option on the aforementioned platform.
From political and entrepreneurial issues, to promotions for its different brands and frontal attacks on its competitors and some other users, what was said by the owner of Televisión Azteca seems to generate a tsunami among the followers and non-followers of his account.
The truth is that what was done by the businessman has become a phenomenon and a case of testimony for many.
As defined by Merca2.0 columnist, Paco Santamaría, “If you like what the archetype or character generates on Twitter, that’s secondary. But an account like the one I’m talking about, which in less than two years, has grown by 1000 percent in followers and more than 1500 percent in impressions, interactions and digital empowerment ”.
Thus, until the end of this note, Ricardo Salians Pliego’s account has more than 910.1 thousand followers, a figure that could be the envy of many brands.
With this prelude context, one of the latest tweets shared by Salinas Pliego draws attention in which, in a certain way, he dictates the “unspoken rules” about coexistence on Twitter.
In recent hours, the businessman published the following from his official account: “What I like about Twitter is that I learned the rules of coexistence from elementary school: He who laughs, takes away… and whoever takes away, endures. Crybabies go to hell. Whoever enters it is willing to give and receive. You don’t have to be whiny, here we are the same ”.
As expected, this message generated all kinds of comments and reactions, where, as is tradition, while some applauded his peculiar gaze, many others rejected his comments.
What I like about Twitter is that I learned the rules of coexistence since elementary school:
The one who laughs, gets away … and the one who gets carried away, endures.
Crybabies go to hell.
Whoever enters it is willing to give and receive.
There is no need to be whiny, here we are the same. pic.twitter.com/ychuGb5IG3
– Ricardo Salinas Pliego (@RicardoBSalinas) July 1, 2021
The truth is that this small and particular list is a wake-up call for the lack of common sense with which social networks are often handled in the world of marketing, with which it is worth giving a different reading to some of the ideas written by Salinas Pliego.
He who laughs, takes … and he who takes, endures
Brands must understand that social networks are one of the means in which the control of the actions is not in their power. This premise must be accepted once brands decide to be part of this complex ecosystem. Being within this environment, regardless of whether we are talking about a personal, media or personal brand, means assuming this reality. In this sense, it does not give more than to “endure” rules that are actually dictated by the majority and not by the platform itself or a regulatory body. Although there are usage policies, in reality, the bulk of users are the ones who actually dictate the rules of what is ethical, allowed and accepted in this social network.
The crybabies go to hell
At this point, you can certainly refer to crisis management in social networks. There are few cases in which we have seen a precarious response to unfortunate events by brands, where in the face of a lack of planning, prevention and strategy, the responses of many community managers end up making the problem bigger and leading to your business firms to a place no one wants to be.
Whoever enters it is willing to give and receive
Social networks are two-way channels. Businesses cannot hope to publish or participate in this environment without receiving responses of all kinds and at any time. Perhaps this is an obvious aspect, but the truth is that we have seen how hundreds of brands only focus on “giving” without opening the possibility of “receiving” which simply goes against the nature of these channels.
You don’t have to be crybabies, here we are the same
If social networks did something, it was to democratize both information and access and its creation. In this sense, brands lose their position as the only content generators that they would have had years ago in traditional media. In social networks “we are the same” and brands must understand the user as an ally, but also as their main competitor in the race to gain relevance.
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