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Internet, tribuna de opinión del consumidor - Cocina Integral
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Internet, tribuna de opinión del consumidor

19/09/2008

Más de 70 millones de blogs y unas 100.000 comunidades de consumidores on-line generan más de tres billones de comentarios en tiempo real que ponen en juego cada día la imagen de empresas y organizaciones. Conocerlos y aclararlos es la mejor estrategia empresarial para mejorar la imagen de marca.

Algo está pasando en la red que influye sobremanera sobre la imagen de un producto o compañía. Más de 20 millones de consumidores españoles son internautas activos, de los cuales nueve millones (44%) generan con asiduidad contenidos on-line o manifiestan sus opiniones a través de la red, lo que demuestra que Internet es hoy una de las vías de comunicación preferidas por los usuarios.

El control y el conocimiento de estas opiniones son fundamentales para cualquier empresa u organización. Tanto es así que el 26% de los primeros resultados de búsquedas sobre algunas de las mayores compañías del mundo son contenidos generados por los consumidores (foros de opinión, blogs, comunidades, etc.). Eso no es todo, según un estudio realizado por Nielsen Online en 47 países, incluido España, los consumidores confian por encima de todo en la opinión de otros usuarios (78%) y después en la información de los periódicos (63%) y los comentarios o post de los internautas en la red que representan el 61%.

Para hacer posible este control de los sentimientos de los consumidores, Nielsen Online lanza al mercado una nueva herramienta capaz de medir cualitativamente las opiniones y contenidos generados por los internautas españoles en la red. Se llama BuzzMetrics y conseguirá que las empresas puedan reaccionar ante un hecho coyuntural o bien diseñar y adaptar sus estrategias comerciales y de crisis a las necesidades de consumidores.

* Para más información: www.nielsen-online.com

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