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09 junio 2014

@CasaReal ¿un twitter para aburrir o para conquistar?

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Si hay un lugar donde no existen normas ni antecedentes sobre el papel de un Rey, ese es Twitter. En las redes sociales todo sigue estando por inventar. Que se lo digan a Obama o al Papa Francisco. Dos ejemplos mundialmente famosos por su capacidad para generar complicidad. El graffiti de @pontifex como superman o las fotos casuales -por ejemplo estirando junto con Biden al anochecer y en mangas de camisa- que el presidente americano publica de vez en cuando, son solo gestos. Gestos que trasmiten una intención, la de humanizar al personaje jugando con la ironía. Tienen además un contenido cuidado que transmitir. @CasaReal, la cuenta de la que Zarzuela se muestra tan orgullosa, es por ahora una estampa oficial de la institución. Lo mismo que la de la Casa Blanca o la del Vaticano, donde lo importante no son las personas que están al frente, sino el propio ente. En las redes se trata de seducir en las distancias cortas y resulta esencial ver la cara de la persona a la que te diriges. Los avatares de edificios, no excitan nada la imaginación. Y menos, convertirse en una agencia de noticias, con la que será difícil competir, a no ser que se revelen datos, guiños o visiones alternativas que solo el propietario de la cuenta controla.

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