Buzz, 2.0, 3.0, social media, online reputation management community and others are both new perspectives, new tools and means of communication as chimeras, promises ... and methods.
A professional frenzy invaded the world of communications and public relations (and other areas for that matter), there are now a few years. Has he seen as fundamentally changed? The answer is no and it will likely the subject of a future post. Meanwhile the cruel revelation, let's look at just one point on the observation, humbly very simple, founder of the idea of this post.
terms connected (including the horrible redundancy does not help recrédibiliser a 'com' bling bling '), cited above, are the symbol of a risk if not, at least a little runaway relevant . If the means of communication "online" are outstanding, efficient, innovative and powerful - and I hope to show here - it seems that the use of all-out escapes too often the reason and, more importantly, common sense.
Is it necessary for such an undertaking, to open his Facebook account under the pretext that it must "be"? Twitter, beyond the infatuation (which I doubt the persistence medium term - but it is a full-fledged debate -) it generates is there a tool for communication in such a political figure? To see ...
The official Facebook page of the Saint-Gobain (200 000 employees, 38 billion turnover in 2009) counts 392 people who "like this" his Twitter account is followed by 128 subscribers. It is almost as well as for GDF SUEZ, the Twitter account has 232 international unhappy subscribers. The platform of feedback set up by Areva for dialogue with its stakeholders about it ... closed its doors. In total, at least, no official page on Facebook, and we can certainly rejoice: the unofficial page has 4 (!) Supporters while the group "TOTAL must stop destroying the environment" has 866 members.
may well argue that it should be where the audiences are, occupy the space as a preventive present case study of strategies "online" best, identify excellent initiatives, etc.. Yes and better. Difficult in any case whether these actions are initiated by the advertiser or his counsel. One can easily imagine the zealous intern or part authoritarian adheres the principle of responsible communication to the introduction of a vector connected, which a priori does not cost anything, since we know that some professionals will extol the merits and the absolute need to be present for a decision maker uncomfortable with these new tools.
The purpose is not here nier l’intérêt, l’efficacité, ni même les éblouissantes possibilités offertes par les moyens de communication online. Il apparait simplement nécessaire d’appeler à la raison les différents acteurs (ou plutôt la minorité qui tend à rendre inefficaces, voire dangereux des moyens de communication qui, lorsqu'ils sont bien utilisés, sont des supports incroyablement efficaces.) Il s'agit seulement d’être honnête en tant que conseil, mais également se montrer pédagogue et prôner la raison.
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