I dubbi aziendali: blog o social network? (Parte 1)

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Affrontiamo oggi una delle tematiche che continuamente mi viene posta sotto esame nelle aziende che vogliono addentrarsi nel mondo del Social Media Marketing, ovvero, quella che è legata al “classico” passaggio epocale. Ma partiamo per gradi. Nei tempi passati (ed anche in quelli più recenti), nel momento in cui ci si trova di fronte al passaggio all’utilizzo di una vecchia tecnologia, rispetto ad una nuova, tanti sono i dubbi che assalgono l’individuo.
L’esempio più classico è identificabile in molti fotografi, che abituati da tempo ad utilizzare le proprie reflex analogiche con la qualità della pellicola, sono andati in seria crisi di utilizzo nel momento in cui si sono presentate sul mercato le reflex digitali. Nessuno sapeva dare giusti consigli se non l’occhio esperto di un professionista che dedica all’hobby veramente il cuore. I produttori ovviamente sono portati a spingere i nuovi prodotti digitali per vendere, mentre i professionisti di vecchio stampo, sono reali fans delle reflex analogiche e di conseguenza si è creata una forte confusione. Stesso quesito, capita nel momento in cui, un’azienda decide di mettere su la propria social reputation.

 

 

Questa costruzione dell’identità sociale del brand, non è una novità, anche perché se è vero che dopo pochi anni dalla diffusione di Internet sono nati i blog, si può dire che la social reputation professionale singola ed aziendale ha cominciato a costruirsi proprio attraverso questi strumenti. Secondo quanto viene chiesto dai Manager non esperti, infatti, viene fuori il dubbio di cui parlavamo sopra, ovvero: per rilanciare (o semplicemente lanciare) la nostra social reputation, è meglio un blog aziendale, oppure è meglio puntare tutto sui social network?

 

 

A questa domanda non c’è una risposta netta, ma vale la pena fare alcune considerazioni che possono far capire quanto sia importante a volte non fare delle scelte nette, ma rimanere nel così detto “spazio grigio”, ovvero di non unificare i contenuti e seguire una sola strada. Vedremo nel prossimo post qualche dettaglio in più.

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