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DIFFERENZE TRA SITI WEB E BLOG PROFESSIONALI

Mano a mano che mi addentro nella logica dei siti Web e dei Blog professionali mi rendo conto che oltre ad avere  molti punti comuni hanno molti aspetti che li differenziano gli uni dagli altri. Mi rendo anche conto dell’utilità di analizzare sia i punti in comune sia le differenze.

Comincerei col dire che i siti Web sono quasi sempre aziendali, o sono emanazione di enti organizzati. I blog professionali sono personali, riferiti ad uno specifico aspetto professionale. Da questa prima distinzione derivano altri aspetti concettuali.

Partiamo dagli obiettivi di fondo di entrambi ovvero dalla reason why per cui si è deciso di costruirli. Sia per i siti Web che per i blog professionali gli obiettivi di fondo sono identici. Un imprenditore decide di costruire il sito web della sua azienda. Probabilmente lo pensa articolato in pagine più o meno statiche. Sia i siti Web sia i blog professionali sono costruiti per comunicare ad altri la nostra identità e la connotazione che vorremmo fosse percepita dall’esterno. E’ come se entrambi si proponessero di raccontare il proprio curriculum;

Passiamo agli obiettivi specifici. Costituiscono gli scopi operativi per i quali sono stati costruiti. Mirano a risultati concreti, tangibili. Mentre i siti Web tendono a raggiungere scopi commerciali, in senso lato, i blog professionali tendono a diffondere conoscenza, ad approfondire, a diffondere opinioni personali. Qualunque sia la tipologia di sito Web, statica o interattiva, semplice o complessa, l’intenzione è sempre di suscitare interesse all’acquisto da parte dei visitatori. Questo tipo di siti Web si distingue dai portali, prevalentemente informativi. Il portale di un’accademia d’arte non ha scopi commerciali. Ha prevalenti scopi informativi. Così pure i portali delle università, degli enti pubblici, ecc. I blog professionali tendono a sviluppare relazioni interpersonali su temi di interesse comune. Apportano conoscenza. Anche se le relazioni interpersonali portano  successivamente a collaborazioni d’affari il moto primo dei blog professionali è sempre lo sviluppo di relazioni interpersonali.  Prendiamo un professore universitario o un giornalista. Se la loro intenzione è vendere le proprie pubblicazioni non fanno altro che rientrare in un  sito web commerciale. Se invece lo costruiscono per provocare discussioni su temi specifici siamo in pieno blog.

Da qui un’ulteriore precisazione. La distinzione tra siti Web e Blog professionali non deriva tanto dal fatto di essere aziendali o personali. Dipende dagli scopi che ciascuno si prefigge.

Passiamo alla struttura ed ai contenuti. Sia i siti Web sia i blog professionali si basano su un supporto informatico o piattaforma. Per i siti Web tale supporto è normalmente complesso, con molte pagine ed un menu rigido o gabbia molto simile ad un giornale. Ecco una delle ragioni della competizione in atto tra pubblicazione cartacee e pubblicazioni digitali.

La struttura informatica dei blog professionali è molto lineare. Poche rubriche sono sufficienti per struurare un blog, tutte autogestibili dal titolare del blog stesso.

I Contenuti dei siti Web sono molto articolati, trattano diversi argomenti. I blog professionali si basano prevalentemente su scambi di opinioni  tra più partner o blogger. Anche quando sono scritti in forma di provocazione, o ironica, inducono allo sviluppo della conoscenza. Stimolano riflessioni.

Quale futuro? Previsioni scientifiche non sono formulabili. Si può comunque intuire che gli scopi di fondo continueranno ad essere identici. Mentre i siti Web sono ormai abbastanza diffusi, i blog rimarranno selettivi. Mentre tutti, o quasi, possono avere qualcosa da vendere indipendentemente dalla qualità, dallo stile che comunque giustifichi un sito Web, non tutti possono essere in grado di proporre idee intorno alle quali far nascere fermenti di opinioni.

Il problema rimane lo sviluppo culturale che avranno sia i siti Web sia i Blog professionali.

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