{"id":8126,"date":"2013-04-14T06:36:01","date_gmt":"2013-04-14T04:36:01","guid":{"rendered":"https:\/\/visionary.wordpress.com\/?p=8126"},"modified":"2021-10-30T11:01:18","modified_gmt":"2021-10-30T09:01:18","slug":"strategie-medias-sociaux","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/fr\/2013\/04\/14\/strategie-medias-sociaux\/","title":{"rendered":"L’expression \u00ab\u00a0strat\u00e9gies m\u00e9dias sociaux\u00a0\u00bb n’a auncun sens"},"content":{"rendered":"

Je diffuse ici l\u2019\u00e9tude men\u00e9e par l\u2019agence 71signe<\/a><\/span> sur le sujet de la strat\u00e9gie des m\u00e9dias sociaux destin\u00e9s \u00e0 l\u2019enseignement sup\u00e9rieur, \u00e9tude \u00e0 laquelle j\u2019ai eu le plaisir de participer, aux c\u00f4t\u00e9s de nombre de personnalit\u00e9s des m\u00e9dias sociaux<\/a> et de l\u2019enseignement dont Christine Balagu\u00e9, Emmanuel Fraysse, Matthieu Ch\u00e9reau, Benjamin Chaminade, Eric Delcroix, Henri Isaac \u2026 en tout 23 interviews<\/span> ! \u00e0 t\u00e9l\u00e9charger dans un \u00e9l\u00e9gant livre blanc gratuit, tr\u00e8s bien mis en page<\/span>.<\/p>\n

L’expression \u00ab\u00a0strat\u00e9gies de m\u00e9dias sociaux\u00a0\u00bb n’a pas de sens<\/h2>\n
\"strat\u00e9gie
L’expression \u00ab\u00a0strat\u00e9gies de m\u00e9dias sociaux\u00a0\u00bb n’a pas de sens<\/figcaption><\/figure>\n

\u00ab Visions d\u2019innovation sur les m\u00e9dias sociaux \u00bb<\/span><\/em><\/p>\n

\u00a0\u00bb Visions d\u2019innovation sur les m\u00e9dias sociaux \u00a0\u00bb 23 experts d\u00e9livrent leurs conseils pour l\u2019enseignement sup\u00e9rieur<\/p><\/blockquote>\n

https:\/\/visionarymarketing.com\/wp-content\/uploads\/2013\/04\/recueil71signe-vision-dinnovation.pdf<\/p>\n

Voici quelques extraits de mon interview : <\/strong><\/h3>\n

\u00ab Je pense que l\u2019expression \u00ab strat\u00e9gies de m\u00e9dias sociaux \u00bb n\u2019a pas \u00e9norm\u00e9ment de sens. Il ne peut pas y avoir de \u00ab strat\u00e9gie de m\u00e9dias sociaux \u00bb, pas plus qu’il n’y a de \u00ab strat\u00e9gie de salesforce.com \u00bb ; il existe par contre des outils de m\u00e9dias sociaux ou de CRM. Ce ne se sont que des outils, et donc on peut parler de \u00ab tactique \u00bb d\u2019outils, c\u2019est une expression plus appropri\u00e9e. C’est en fait toujours la m\u00eame histoire depuis que je travaille dans les syst\u00e8mes d\u2019information, c\u2019est-\u00e0-dire depuis au moins 25 ans : vous utilisez un outil \u00e0 bon ou mauvais escient, mais c\u2019est l\u2019objectif final qui compte. Parler de \u00ab strat\u00e9gie de m\u00e9dias sociaux \u00bb montre qu\u2019on a confondu les moyens pour l\u2019objectif. \u00bb<\/p>\n

\u00ab Les m\u00e9dias sociaux sont encore nouveaux pour certaines personnes mais en fait, ce n\u2019est d\u00e9j\u00e0 plus nouveau, parce que le Web 2.0 a d\u00e9j\u00e0 huit ans. \u00bb<\/p>\n

\u00ab Les m\u00e9dias sociaux pour le plaisir de faire des m\u00e9dia sociaux, \u00e7a n’a aucun sens. Il y a eu beaucoup trop de cela ces derniers temps ; c\u2019est-\u00e0-dire trop de gens et d\u2019entreprises qui se sont mis sur les m\u00e9dias sociaux et notamment sur Facebook parce que c’\u00e9tait \u00e0 la mode. Mais si \u00e7a se trouve ce n\u2019est pas ce qui convient \u00e0 leur entreprise, peut-\u00eatre que d\u2019autres plateformes que celles qu\u2019ils ont choisies sont plus adapt\u00e9es \u00e0 leurs besoins. Par exemple ; les soci\u00e9t\u00e9s qui sont dans le BtoB ont beaucoup \u00e0 gagner \u00e0 affiner leurs strat\u00e9gies de contenus via les m\u00e9dias sociaux mais les outils sociaux les mieux adapt\u00e9s \u00e0 ce besoin ne sont pas forc\u00e9ment Facebook. Donc y a pas de \u00ab pr\u00eat-\u00e0-porter \u00bb dans les m\u00e9dias sociaux, il faut s’adapter et trouver la tactique adapt\u00e9e \u00e0 son profil et ses objectifs. En fin de compte, ce qui fait loi, c\u2019est la strat\u00e9gie marketing en vue de la satisfaction clients, pas de faire du \u00ab cyberbabillage \u00bb sur Facebook. \u00bb<\/p>\n

\u00ab Dans l’informatique, les lois sont immuables: ce sont les gens qui connaissent le moins la technique qui sont toujours les plus \u00e9merveill\u00e9s par elle. Ceux qui la connaisse bien savent toujours prendre de la distance par rapport \u00e0 elle.\u00bb<\/p>\n

\u00ab Toute strat\u00e9gie num\u00e9rique d\u00e9marre par l’ADN de votre marque. Si vous n’\u00eates pas capable de situer votre marque sur cet \u00e9chiquier des valeurs vous ne saurez quoi faire. \u00bb<\/p>\n

PRESENTATION DU LIVRE BLANC PAR 71SIGNE<\/strong><\/p>\n

\u201cL\u2019agence C\u2019est un Signe publie un recueil in\u00e9dit de bonnes pratiques et gestes d\u2019innovation sur les m\u00e9dias sociaux. <\/strong>Destin\u00e9 pr\u00e9cis\u00e9ment aux communicants de l\u2019enseignement sup\u00e9rieur, ce recueil pr\u00e9sente les r\u00e9flexions de vingt-trois r\u00e9f\u00e9rents, experts et chercheurs en mati\u00e8re de m\u00e9dias sociaux, g\u00e9n\u00e9ration Y et innovation<\/strong>.<\/p>\n

Aussi discut\u00e9 qu\u2019il puisse l\u2019\u00eatre par ailleurs, le concept de g\u00e9n\u00e9ration Y d\u00e9signe moins une tranche d\u2019\u00e2ge qu\u2019une culture, particuli\u00e8rement familiaris\u00e9e aux interactions num\u00e9riques, dans les rangs de laquelle se trouvent les futures recrues des \u00e9tablissements d\u2019enseignement sup\u00e9rieur. \u00c0 ce titre, la compr\u00e9hension de son fonctionnement est devenue indispensable \u00e0 une d\u00e9marche de recrutement adapt\u00e9e \u00e0 ses attentes. L\u2019innovation, quant \u00e0 elle, sous-tend un ensemble de pratiques destin\u00e9es \u00e0 se d\u00e9marquer sur un march\u00e9 o\u00f9 une concurrence farouche r\u00e8gne de concert avec un manque de d\u00e9finition des \u00e9l\u00e9ments de succ\u00e8s<\/strong>.<\/p>\n

Tous les r\u00e9f\u00e9rents interview\u00e9s ont \u00e9t\u00e9 s\u00e9lectionn\u00e9s en fonction de leur proximit\u00e9 avec les sujets trait\u00e9s, qu\u2019ils soient chefs d\u2019entreprise, consultants ind\u00e9pendants,\u00a0 enseignants-chercheurs ou encore acteurs des m\u00e9dias sociaux au sein de grandes universit\u00e9s am\u00e9ricaines souvent cit\u00e9es en exemple par les institutions europ\u00e9ennes. Contact\u00e9s individuellement, ils ont aimablement accept\u00e9 de partager leurs connaissances et de d\u00e9livrer des conseils destin\u00e9s \u00e0 enrichir les pratiques des personnes charg\u00e9es de la mise en \u0153uvre d\u2019une strat\u00e9gie de communication digitale\u00a0 au sein des Universit\u00e9s et Grandes \u00c9coles.<\/p>\n

Sans pr\u00e9tendre \u00e0 l\u2019exhaustivit\u00e9, ce recueil entend n\u00e9anmoins offrir de pr\u00e9cieux \u00e9l\u00e9ments de r\u00e9flexion et des pistes d\u2019actions aux \u00e9tablissements soucieux d\u2019optimiser leur communication digitale sur les m\u00e9dias sociaux.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"

Je diffuse ici l\u2019\u00e9tude men\u00e9e par l\u2019agence 71signe sur le sujet de la strat\u00e9gie des m\u00e9dias sociaux destin\u00e9s \u00e0 l\u2019enseignement sup\u00e9rieur, \u00e9tude \u00e0 laquelle j\u2019ai eu le plaisir de participer, aux c\u00f4t\u00e9s de nombre de personnalit\u00e9s des m\u00e9dias sociaux et de l\u2019enseignement dont Christine Balagu\u00e9, Emmanuel Fraysse, Matthieu Ch\u00e9reau, Benjamin Chaminade, Eric Delcroix, Henri Isaac …<\/p>\n","protected":false},"author":2,"featured_media":62023,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[25],"tags":[],"class_list":["post-8126","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-medias-sociaux"],"yoast_head":"\nStrat\u00e9gie m\u00e9dias sociaux : une expression qui n'a aucun sens<\/title>\n<meta name=\"description\" content=\"\u00e9tude men\u00e9e par l\u2019agence 71signe 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