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Qué es un hoax y cómo afecta a la reputación de marca

¿Recordáis la mítica historia de Ricky Martin, el perro y la mermelada? Éste podría considerarse el primer hoax que recuerdo. ¿Y qué me decís de esos mensajes que recibías por mail en los que te solicitaban reenviarlo a tu lista de contactos para que no te inactivaran la cuenta? ¿Y los que han circulado por WhatsApp? Pues, igualmente, también pueden considerarse hoaxes.

Entonces, ¿qué es un hoax? Es un término inglés que se traduce como bulo. Como dice la Wikipedia, un intento de hacer creer a un grupo de personas que algo falso es real. Hoax es un término que se utiliza para definir un engaño masivo por medios electrónicos. Así pues, os presentamos nuestro #TrenInBlue de hoy. ¿Quieres saber más sobre este fenómeno en Internet? Pues sigue leyendo.

Ejemplos de hoaxes en Internet

  • Pagar por WhatsApp. Durante mucho tiempo fue un hoax que había que comenzar a pagar por WhatsApp, incluso, corría el rumor de que la red de mensajería comenzaría a cobrar 37 céntimos por cada mensaje, a no ser, que reenviaras eso a todos tus contactos. Sí es cierto que, hoy en día, ya pagamos por el servicio pero nada que ver con lo que corría por las redes en aquel entonces.
  • Cargar un Ipod con una cebolla. ¡Vaya forma de quedarse con nosotros! Una cebolla y un poco de Gatorade, ¿qué base científica tiene eso…? Basta que nos lo muestren con un vídeo en Youtube para que pensemos que es verdad.
  • Con un like cambias el mundo. ¿Cuántas veces habéis visto imágenes circulando por Facebook del tipo “Por cada like se donará 1€ para operar a este niño de cáncer”? Personalmente, este tipo de bulos me parecen vergonzosos, apelan a las desgracias ajenas jugando con los sentimientos y las penas de la gente. Otro tipo de hoax que suele ser bastante recurrente es aquel que te hace picar por curiosidad: “Si haces like en esta imagen algo increíble ocurrirá…” ¿Lo has probado alguna vez? Lo máximo que pasa es que acabas ayudando a viralizar un bulo más.

Principalmente, este tipo de hoax buscan estafar para conseguir recopilar direcciones de e-mail y listas de usuarios. Su principal objetivo: bombardear posteriormente con spam y mensajes publicitarios.

Cómo pueden afectar los hoaxes a la reputación de marca

Un hoax que afecte a una marca importante o a una gran corporación puede resultar letal y destructivo. Un claro ejemplo es el de Coca Cola Zero en el que Venezuela prohibió su venta tras el rumor que afirmaba que esta bebida podía desatascar tuberías.

Otro ejemplo a considerar es el de Revlon en 2014. Supuestamente la marca publicó una campaña que soltaba pestes sobre el maquillaje. Medios de comunicación nacionales y extranjeros se hicieron eco de la noticia pero ¿qué sentido tenía que una marca cosmética atentara así sobre sus propios productos?

Hoax de Revlon

Otro caso similar y que resulta hasta gracioso es el de Tampax y su spot del tiburón, un anuncio fake que se hizo viral. Aquí os lo dejo para que juzguéis vosotros mismos

Como se puede ver, la web también funciona para desinformar. Y tú, ¿conoces algún hoax que nos quieras comentar?



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