{"id":27448,"date":"2018-04-06T08:30:21","date_gmt":"2018-04-06T06:30:21","guid":{"rendered":"http:\/\/visionarymarketing.fr\/blog\/?p=27448"},"modified":"2023-08-04T16:09:33","modified_gmt":"2023-08-04T14:09:33","slug":"medias-sociaux-en-entreprise-quelles-seront-les-tendances-en-2018","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/fr\/2018\/04\/06\/medias-sociaux-en-entreprise-quelles-seront-les-tendances-en-2018\/","title":{"rendered":"M\u00e9dias sociaux en entreprise : quelles seront les tendances en 2018 ?"},"content":{"rendered":"<p><em>Que sont devenus les m\u00e9dias sociaux en entreprise en 2018 ? <a href=\"https:\/\/visionarymarketing.com\/fr\/2014\/03\/conversations-hootsuite\/\">D\u00e9j\u00e0 4 ans<\/a>\u2026 Nous \u00e9tions en 2014 lorsque nous avons r\u00e9dig\u00e9 avec Hootsuite les premi\u00e8res questions d\u2019un barom\u00e8tre nous permettant d\u2019observer l\u2019\u00e9volution dans les usages des m\u00e9dias sociaux en entreprise par les marketeurs. Alors que nous lan\u00e7ons le 3e barom\u00e8tre, parlons des questions soulev\u00e9es par les deux \u00e9ditions pr\u00e9c\u00e9dentes. Car les r\u00e9sultats pr\u00e9c\u00e9dents avaient \u00e9galement soulev\u00e9 certaines questions auxquelles cette \u00e9dition r\u00e9pondra.<\/em><\/p>\n<h2>Les m\u00e9dias sociaux en entreprise en 2018<\/h2>\n<figure id=\"attachment_28991\" aria-describedby=\"caption-attachment-28991\" style=\"width: 650px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-28991 size-full\" src=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2018\/09\/barometre-hootsuite-medias-sociaux-2018.png\" alt=\"Les m\u00e9dias sociaux en entreprise en 2018\" width=\"650\" height=\"501\" srcset=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2018\/09\/barometre-hootsuite-medias-sociaux-2018.png 650w, https:\/\/visionarymarketing.com\/wp-content\/uploads\/2018\/09\/barometre-hootsuite-medias-sociaux-2018-389x300.png 389w\" sizes=\"auto, (max-width: 650px) 100vw, 650px\" \/><figcaption id=\"caption-attachment-28991\" class=\"wp-caption-text\">Les m\u00e9dias sociaux en entreprise en 2018<\/figcaption><\/figure>\n<p>2017 avait \u00e9t\u00e9 une petite r\u00e9volution dans l\u2019utilisation des m\u00e9dias sociaux\u00a0: LinkedIn autrefois en t\u00eate avait d\u00e9croch\u00e9 \u00e0 la troisi\u00e8me place, certainement \u00e0 cause de la direction prise par le premier r\u00e9seau social professionnel rachet\u00e9 par Microsoft\u00a0: plus d\u2019automatisation, plus de spam, moins de personnalisation. Facebook avait pris la t\u00eate et Twitter \u00e9tait rest\u00e9 deuxi\u00e8me, mais avec une utilisation en baisse.<!--more--><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter\" title=\"m\u00e9dias sociaux\" src=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2018\/04\/medias-sociaux-plus-utilises-entreprise-2-500x300.png\" alt=\"Les m\u00e9dias sociaux en entreprise\" width=\"500\" height=\"300\" \/><\/p>\n<p>Depuis, difficile de faire l\u2019impasse sur la p\u00e9riode difficile que traverse <a href=\"https:\/\/www.bbc.com\/news\/technology-54722362\" target=\"_blank\" rel=\"noopener\">Facebook<\/a> avec l\u2019affaire Cambridge Analytica. Et cette affaire semble bien partie pour durer, d\u2019autant plus que certains extraits d\u2019un Zuckerberg affirmant de fa\u00e7on cat\u00e9gorique en 2009 que les donn\u00e9es appartiennent aux utilisateurs viennent renforcer ce sentiment de trahison. Difficile pour un r\u00e9seau social de garder ses utilisateurs lorsque la confiance n\u2019est plus l\u00e0\u2026<\/p>\n<blockquote class=\"twitter-tweet\" data-width=\"500\" data-dnt=\"true\">\n<p lang=\"en\" dir=\"ltr\">Facebook: &quot;This is their information. They own it&quot;<br \/>BBC: &quot;And you won\u2019t sell it?&quot;<br \/>FB: &quot;No! Of course not.&quot;<\/p>\n<p>Please help this 2009 interview of Facebook&#39;s CEO get seen by people who don&#39;t use Twitter. Here&#39;s a download link so you can pull and repost it: <a href=\"https:\/\/t.co\/c32DmpVIig\">https:\/\/t.co\/c32DmpVIig<\/a> <a href=\"https:\/\/t.co\/quERsO5WZi\">pic.twitter.com\/quERsO5WZi<\/a><\/p>\n<p>&mdash; Edward Snowden (@Snowden) <a href=\"https:\/\/twitter.com\/Snowden\/status\/978714961450061826?ref_src=twsrc%5Etfw\">March 27, 2018<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<p><!--more-->Concernant Twitter, les p\u00e9riodes \u00e9lectorales et l\u2019agitation pr\u00e9sidentielle outre-atlantique n\u2019ont pas contribu\u00e9 pas \u00e0 redorer son blason. Du c\u00f4t\u00e9 de LinkedIn, le r\u00e9seau professionnel a d\u00e9pass\u00e9 les 500 millions d\u2019utilisateurs mi-2017 (et atteindrait les 550 millions aujourd\u2019hui).<\/p>\n<h2>Seront-il plus utilis\u00e9s au travail qu\u2019\u00e0 la maison ?<\/h2>\n<p>Lors des deux derniers barom\u00e8tres, nous avions constat\u00e9 que les m\u00e9dias sociaux \u00e9taient surtout utilis\u00e9s dans un cadre personnel, \u00e0 l\u2019exception de Twitter, Google+ et les blogs. Verra-t-on d\u2019autres r\u00e9seaux davantage utilis\u00e9s au travail cette ann\u00e9e\u00a0? S\u2019il est difficile d\u2019imaginer que Messenger, Whatsapp et Instagram seront plus utilis\u00e9s \u00e0 titre professionnel que personnel, LinkedIn pourrait voir son utilisation davantage int\u00e9gr\u00e9e dans les t\u00e2ches professionnelles des usagers, au fur et \u00e0 mesure que Microsoft oriente le produit vers le commercial.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter\" title=\"m\u00e9dias sociaux\" src=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2018\/04\/medias-sociaux-plus-utilises-entreprise-452x300.png\" alt=\"Les m\u00e9dias sociaux en entreprise\" width=\"452\" height=\"300\" \/><\/p>\n<h3>L&rsquo;\u00e9volution des m\u00e9dias sociaux en 2018<\/h3>\n<p>Comment va \u00e9voluer l\u2019utilisation des m\u00e9dias sociaux par les entreprises ? Le barom\u00e8tre de 2017 nous avait indiqu\u00e9 que les entreprises utilisaient les m\u00e9dias sociaux avant tout pour leur e-r\u00e9putation et leur notori\u00e9t\u00e9. Curieusement, le CRM se retrouve en queue de peloton : l\u2019int\u00e9r\u00eat du r\u00e9seau social est pourtant d\u2019am\u00e9liorer l\u2019exp\u00e9rience client en s\u2019en rapprochant au plus pr\u00e8s. A voir si en 2018 les tendances se seront invers\u00e9es&#8230;<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter\" title=\"m\u00e9dias sociaux\" src=\"https:\/\/visionarymarketing.com\/wp-content\/uploads\/2018\/04\/raisons-medias-sociaux-entreprise-376x300.png\" alt=\"Les m\u00e9dias sociaux en entreprise\" width=\"376\" height=\"300\" \/><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Que sont devenus les m\u00e9dias sociaux en entreprise en 2018 ? D\u00e9j\u00e0 4 ans\u2026 Nous \u00e9tions en 2014 lorsque nous avons r\u00e9dig\u00e9 avec Hootsuite les premi\u00e8res questions d\u2019un barom\u00e8tre nous permettant d\u2019observer l\u2019\u00e9volution dans les usages des m\u00e9dias sociaux en entreprise par les marketeurs. Alors que nous lan\u00e7ons le 3e barom\u00e8tre, parlons des questions soulev\u00e9es &hellip;<\/p>\n","protected":false},"author":29,"featured_media":28991,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[25],"tags":[],"class_list":["post-27448","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-medias-sociaux"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Les m\u00e9dias sociaux en entreprise : les tendances en 2018<\/title>\n<meta name=\"description\" content=\"Un 3e barom\u00e8tre pour nous permettre d\u2019observer l\u2019\u00e9volution dans les usages des m\u00e9dias sociaux en entreprise par les marketeurs.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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