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We have entered the era of fully-fledged social network. The boom and growth that have taken these realities, especially in recent months, suggest that now all willy-nilly, we are to relate, to confront and struggle with this "social" dimension. This is not only a pure question of up-dates, but because living has become a virtual social relations status is natural that mixes with the most natural and simple acts of daily living. To confirm this, we observe that the same interpretation of satire you draw to show that changes in society, highlighting the paradoxes, excesses, limitations and contradictions, as in the case of the girl Facebook Caterina Guzzanti.
But such changes have brought into the social network communication? Usually we tend to consider Facebook the only existing social networks, forgetting that, however, is one of many born with the web 2.0 environment, certainly one of the best known of the moment.
A social network is an environment in which a group of people feel united by the same or a similar interest, it is a dense social network that inspired by real life and the transmigration in the virtual. This phenomenon has led to the emergence of new social ties and networks which are being rediscovered, as was done in the past, relations and common interests that bring people together in new human communities, even if virtual. In fact, the social network consists of a group of people who feel bound together by common elements such as family or emotional, academic or professional, of mutual interests, a casual acquaintance. At the base of the social network is the concept of social sharing {} in the production and distribution of content, no longer revert to the network from top to bottom, let everyone participate actively unprecedented real redistribution democratic content in the network, which brings as a result of the first and immediate sharing, collaboration and conversation.
Companies today are having to actually measure the fact that the traditional media has seen a strong decline, primarily in terms of ROI {} return of investment but also in terms of effective penetration of the message: people changed the way we relate and engage with traditional media and changed their habits, lifestyles, and then orientation to consumption. People become catalysts for new flows of information: through their social network they do not interpret a more passive role but may be through, the main tool to convey information. The new social advertising that allows a simultaneous relationship with the consumer such that this social media company allows its user-consumer to write, act and share opinions on products, services or even the image. The company remains able to calibrate this relationship and understand the key fundamental today, and in this new form, the user-consumer has free access to information, but most of them independently.
The user communicates within its extensive network of relationships: share and compare, as the company, sharing their own profile monitors its target market and communicate directly with its users, without barriers, and intercessions. The social network allows individuals to interact in person and without hiding behind false identities or aliases.
Credibility, freedom and individuality become the values \u200b\u200bthat underlie the relationships in social networks and by virtue of which companies are forced to change the way Report for the consumer: they are no longer the center from which to draw information, but become part of an extended community, real and virtual, which creates and shares belonging. And they must necessarily be able to respond to the issues that arise daily in a constructive and purposeful. The reports are therefore an essential basis on which to found the new social advertising and not by chance that the relationship marketing has become one of the most interesting aspects of contemporary marketing. Internet is a network of relationships and connects the electronic market and the nano-and mega relationships where everything is becoming more dynamic .{...}. Since offering mainly information - a brochure and an electronic bulletin board - Internet and websites are becoming a market where you can buy and sell as well as an arena for social contacts and experiences {...}. IT is, however, a secondary active, what is the real human being if it does not offer any market is not the organizers. Consumers and companies need to be connected to the network using its potential {...}. { from Relationship Marketing by Evert Gummesson}.
Some examples of the best / bad practices in the area of \u200b\u200b brand reputation may serve to explain this change in the balance and relationships.
is limited to the case history of Kryptonite. The company, one of the most famous in the production of security products, is launching a new product in 2004, supporting the action by appropriate communication campaign to highlight the advantages of reliability and wear resistance. E ', however, It takes just one video on YouTube by a young man {which showed that, with a simple Bic pen, you could break the lock} communication campaign to destroy and damage the reputation of the manufacturer. The viral video posted on the web has brought down drastically, and with immediate effect, sales of new product and the company was not able to respond adequately to the problems: he has hidden the defect by replacing the defective bolts but do not intervene in blogs, or other means, to reassure customers of the damage or to admit its responsibility. Simply, the company chose not to consider the internet as a media accreditation.
A case histoty all Italian, but in the opposite direction, and wind instruments. With the project On The Web Fiat, Fiat has created a complex with the objective of keeping in touch with their users and customers, informing them through their profile on the evolution of the microblogging on Twitter , the profile on Facebook and Friendfeed , bookmark Del.icio.us , the video channel on YouTube Flickr. A cross-media campaign that has united fans and car lovers, shared in different areas of communication. and
Another good example is Italian Atac, the urban and metropolitan transport company in Rome, which informs on Twitter in real time, on work in progress, difficulties and problems in urban and metro network in the capital. Or Costa Cruises that with his blog, a thematic channel on YouTube, and a public profile on Facebook, come together and share experiences and emotions of those who went on a cruise.
scenarios are rapidly evolving and those involved in communication is finally approaching the market with these new tools. The social media marketing today combines the communication tools which we used until yesterday, and allows for horizontal solidarity and redistribution of the contributions of each of us, highlighting the individuality and characteristics of each person.
the traditional community, that one way that works on the opinions, preferences, behaviors and decisions of consumers, it loses effectiveness. There has been a radical change of perspective: companies must prepare to bear the brunt, to renounce the temptation to control and to learn, in contrast, for surprising to observe, to listen to understand, to communicate to explain, to admit their mistakes and, where appropriate, to remedy the situation in fast times, and come short to be part of a global conversation and complex but at the same time stimulating and enriching.
(G. Faggion)
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