{"id":8242,"date":"2013-04-27T07:06:46","date_gmt":"2013-04-27T07:06:46","guid":{"rendered":"https:\/\/visionary.wordpress.com\/?p=8242"},"modified":"2023-05-21T16:38:34","modified_gmt":"2023-05-21T14:38:34","slug":"patrons-et-twitter","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/fr\/2013\/04\/27\/patrons-et-twitter\/","title":{"rendered":"Un patron doit-il utiliser Twitter ?"},"content":{"rendered":"

Patrons d\u2019entreprise et Twitter font-ils bon m\u00e9nage et les CEO doivent-ils imp\u00e9rativement tweeter ? C\u2019est un d\u00e9bat qui revient fr\u00e9quemment depuis quelques semaines. Abord\u00e9e durant la conf\u00e9rence sur les e-influenceurs organis\u00e9e par Traackr<\/a> r\u00e9cemment, elle sera au centre des d\u00e9bats \u00e0 l\u2019occasion de la prochaine conf\u00e9rence organis\u00e9e par Media Aces [cf. banni\u00e8re ci-dessous]. En tant que consultant m\u00e9dias sociaux, la logique voudrait que j\u2019abonde dans le sens des \u00e9vang\u00e9listes digitaux pour exhorter les chefs d\u2019entreprises \u00e0 sauter le pas. Au risque cependant de jouer les social tra\u00eetres, j\u2019ai pourtant tendance \u00e0 aller \u00e0 contre-courant de l\u2019opinion ambiante sur ce point.<\/p>\n

Les patrons (patronnes) doivent-ils (elles) utiliser Twitter et comment?<\/h2>\n
\"Les
Les patrons doivent-ils utiliser Twitter ?<\/figcaption><\/figure>\n

 <\/p>\n

Autant d\u00e9velopper la pr\u00e9sence d\u2019une entreprise sur Twitter pour sa communication corporate ou son d\u00e9partement RP \u2013ce que nous faisons r\u00e9guli\u00e8rement pour de grandes entreprises ou des marques- est devenu une \u00e9vidence, autant je suis beaucoup plus sceptique sur l\u2019utilit\u00e9, \u00e9rig\u00e9 en imp\u00e9ratif, d\u2019un compte Twitter pour le PDG.<\/p>\n

\"Stanislas-Magniant\"Ayant accompagn\u00e9 quelques institutions et entreprises en la mati\u00e8re, j\u2019ai eu cette discussion \u00e0 plusieurs reprises avec des dirigeants ou responsables de communication.<\/p>\n

Il suffit de dresser la liste des PDG de grandes entreprises qui tweetent pour s\u2019apercevoir que les grands patrons tweeteurs sont davantage l\u2019exception que la r\u00e8gle, et ce malgr\u00e9 les \u00e9tudes qui visent \u00e0 d\u00e9montrer que Twitter est un must-have de la panoplie du CEO.<\/p>\n

Je ne suis pas hostile par principe \u00e0 l\u2019id\u00e9e qu\u2019un grand patron d\u2019une entreprise cot\u00e9e se mette \u00e0 tweeter, encore faut-il \u00e9valuer les risques et les avantages.<\/p>\n

Les avantages ne manquent pas : communication directe, canal d\u2019interaction non filtr\u00e9e avec les consommateurs et stakeholders, avec les collaborateurs, facilit\u00e9 d\u2019usage et format adapt\u00e9s \u00e0 des agendas surcharg\u00e9s etc.<\/p>\n

Les risques ne sont pas insignifiants non plus et p\u00e8sent lourd dans la balance mentale d\u2019un patron fortement expos\u00e9, a fortiori pour une entreprise cot\u00e9e dont on sait combien chaque mot de la direction est pes\u00e9 au tr\u00e9buchet. Un patron qui tweete attire en priorit\u00e9 les journalistes, les analystes, les actionnaires et les collaborateurs : pour certains, cela ressemble \u00e0 une aubaine, pour d\u2019autres, \u00e0 une sin\u00e9cure.<\/p>\n\n\n\n\n
Avantages<\/td>\nInconv\u00e9nients<\/td>\n<\/tr>\n
\n
    \n
  • Canal de communication simple, court et direct<\/li>\n
  • Favorise l\u2019\u00e9change personnel et informel, l\u2019interactivit\u00e9<\/li>\n
  • Outil utile en termes de RP car tr\u00e8s pris\u00e9 des journalistes<\/li>\n
  • Permet d\u2019intervenir directement dans la conversation en ligne et de r\u00e9agir \u00e0 l\u2019actualit\u00e9 ou apporter des pr\u00e9cisions<\/li>\n
  • Outil utile pour d\u00e9velopper sa visibilit\u00e9\/r\u00e9putation en ligne<\/li>\n<\/ul>\n<\/td>\n
\n
    \n
  • Limit\u00e9 \u00e0 140 caract\u00e8res : ne permet pas de d\u00e9velopper une id\u00e9e complexe<\/li>\n
  • Un m\u00e9dia de flux : un message chasse l\u2019autre. Faible degr\u00e9 d\u2019attention sauf contenu \u00e0 forte valeur m\u00e9diatique<\/li>\n
  • N\u00e9cessit\u00e9 de publications r\u00e9guli\u00e8res (quelques tweets par semaine minimum)<\/li>\n
  • Contenus corporate, financiers peu relay\u00e9s au-del\u00e0 des abonn\u00e9s et stakeholders<\/li>\n
  • Dans le cas d\u2019un CEO, les abonn\u00e9s les plus attentifs sont g\u00e9n\u00e9ralement les analystes et les journalistes : un auditoire qualifi\u00e9 mais non sans risque<\/li>\n<\/ul>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

    comparaison des avantages et des inconv\u00e9nients de Twitter pour les dirigeants<\/p>\n

    <\/p>\n

    Enfin, Twitter peut \u00eatre un formidable outil de communication directe \u00e0 l\u2019\u00e9gard de ces publics strat\u00e9giques, mais encore faut il avoir quelque chose \u00e0 dire\u2026 Les dirigeants d\u2019entreprise qui cartonnent sur Twitter ne sont pas, surprise surprise, ceux qui relaient leur cours de Bourse ou retweetent le dernier communiqu\u00e9 de presse de l\u2019entreprise. Ceux-ci plafonnent en g\u00e9n\u00e9ral \u00e0 quelques centaines de followers alors qu\u2019ils dirigent des milliers voire centaines de milliers de collaborateurs : l\u2019\u00e9go en prend g\u00e9n\u00e9ralement un coup. Ceux qui cartonnent sont ceux qui parlent spontan\u00e9ment, partagent leur passion ou leur interpr\u00e9tation d\u2019un fait d\u2019actualit\u00e9. Autant commenter un match de foot ne pr\u00eate pas \u00e0 cons\u00e9quence, autant le moindre commentaire d\u00e9plac\u00e9 sur l\u2019actu politique ou \u00e9conomique peut vite donner lieu \u00e0 une d\u00e9p\u00eache AFP embarrassante.<\/p>\n

    En outre, le format court du micro-blogging n\u2019est pas forc\u00e9ment la solution la plus adapt\u00e9e \u00e0 la communication d\u2019un chef d\u2019entreprise sur les m\u00e9dias sociaux. R\u00e9cemment, le CEO d\u2019une grande entrepise internationale nous posait la question d\u2019ouvrir son compte Twitter. Or, cette personne se trouve \u00eatre aussi r\u00e9serv\u00e9e sur ses go\u00fbts et opinions personnelles qu\u2019elle peut \u00eatre disert sur les grands enjeux de l\u2019industrie fran\u00e7aise au 21\u00e8 si\u00e8cle. En l\u2019esp\u00e8ce, le format \u00ab long \u00bb d\u2019un blog se justifie sans doute bien davantage (sachant que le compte Twitter de l\u2019entreprise, bien suivi et r\u00e9guli\u00e8rement aliment\u00e9, se ferait un plaisir de relayer le billet en question pour lui assurer une meilleure visibilit\u00e9). Certes, les blogs de CEO jouissent rarement d\u2019une forte audience, mais l\u2019ouverture r\u00e9cente de la section \u00ab Thought Leaders \u00bb de Linkedin Today, qui accueille des personnalit\u00e9s allant de Barack Obama en passant par Richard Branson, en passant par des chefs d\u2019entreprise, experts et entrepreneurs de tout poil, y compris en France, a relanc\u00e9 le genre du \u00ab corporate blogging \u00bb.<\/p>\n

    Bref, avant de se lancer, il convient de prendre en compte la personnalit\u00e9 du patron, son envie r\u00e9elle de s\u2019exposer et de communiquer \u00e0 la premi\u00e8re personne quasi-quotidiennement. Cela se justifie ais\u00e9ment pour la grande majorit\u00e9 des entreprises, petites, moyennes ou grandes, mais dans le cas de tr\u00e8s grandes entreprises dont les propos sont scrut\u00e9s par les march\u00e9s, la prudence l\u2019emporte souvent sur l\u2019enthousiasme initial.<\/p>\n","protected":false},"excerpt":{"rendered":"

    Patrons d\u2019entreprise et Twitter font-ils bon m\u00e9nage et les CEO doivent-ils imp\u00e9rativement tweeter ? C\u2019est un d\u00e9bat qui revient fr\u00e9quemment depuis quelques semaines. Abord\u00e9e durant la conf\u00e9rence sur les e-influenceurs organis\u00e9e par Traackr r\u00e9cemment, elle sera au centre des d\u00e9bats \u00e0 l\u2019occasion de la prochaine conf\u00e9rence organis\u00e9e par Media Aces [cf. banni\u00e8re ci-dessous]. En tant …<\/p>\n","protected":false},"author":2,"featured_media":61821,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[25],"tags":[],"class_list":["post-8242","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-medias-sociaux"],"yoast_head":"\nPatrons et Twitter : r\u00e9fl\u00e9chissez avant de Tweeter<\/title>\n<meta name=\"description\" content=\"Patrons et Twitter : une entreprise doit \u00eatre sur Twitter mais nous sommes plus sceptiques sur l\u2019utilit\u00e9 de Twitter pour les patrons\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/visionarymarketing.com\/fr\/2013\/04\/27\/patrons-et-twitter\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" 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He is a speaker and author of many books. In 2014 he went from intrapreneur to entrepreneur, when he created his digital marketing agency. Yann Gourvennec a cr\u00e9\u00e9 visionarymarketing.com en 1996. Il est conf\u00e9rencier et auteur de plusieurs livres. 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