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I SOCIAL MEDIA APPLICATI AL BTOB SONO STRATEGICI ?

Ieri, 16 Aprile, ho partecipato ad un incontro al Forum de IlSOLE24ORE, sull’applicazione dei social media al marketing btob.

Quattro ore incollato su una sedia ad ascoltare una nutrita batteria di oratori, soprattutto esponenti di aziende medio-grandi, tutte di successo. La più blasonata era IBM. L’incontro é stato interessante, quindi anche utile per permettermi di entrare un pò di più nella logica dell’utilizzo dei social media.

A sentire gli oratori i social media sono applicati in modo diffuso. Non sono tuttavia riuscito a capire come siano utilizzati. Chi li utilizza molto, chi moltissimo, ma non si é saputo come. Non é stato spiegato. Infatti non si è  parlato di contenuti né delle varie modalità di utilizzare i contenuti come valore delle comunicazioni.

La sensazione é che i vari oratori abbiano comunicato un utilizzo molto intensivo del social media, ma che gli stessi non siano ancora assunto un ruolo determinante di strumento di comunicazione aziendale. L’impressione é stata condivisa da altri con i quali ho commentato il valore dell’incontro. Conclusione, ho avuto l’impressione che i sette oratori abbiano detto di più di quanto pratichinino realmente nella quotidianità.

Le mie riflessioni non potevo che riferirle alla situazione di crisi attuale. Mi sono domandato in che misura i social media applicati al btob siano effettivamente efficaci, ovvero se un appropriato impiego degli stessi sarebbe in grado di modificare le sorti di un’azienda.

Dalle case histories presentate ho tratto il convincimento che solo in rari casi possano essere strategici, e siano in grado di determinare il corso di un’ aziendali al punto da modificarne i risultati gestionali. Tra me e me ho pensato che le aziende di sevizi btob siano le più adatte per applicare con effucacia i social media. Come dire che le case histories di maggior successo della mattinata mi hanno dato l’impressione che l’impiego dei social media, aggiungendosi ai media tradizionali, ne migliori  l’efficacia, ma non ne modifichi il corso. Nella migliore delle ipotesi fanno risparmiare sui costi totali di comunicazione, ma non modificano il corso della gestione di un’azienda. La strategia di offerta aziendale é un’altra cosa. Occorrerà forse ancora qualche tempo prima di registrare un’efficacia strategica dei social media.

I social media applicati al btob possono sì migliorare i rapporti con la clientela, ma non determinarne il corso. Come tali possono avere un uso tattico, non strategico.

Una seconda impressione emersa dalle stesse esposizioni dei relatori é che attualmente l’uso dei social media sia affidato prevalentemente ad una funzione aziendale o in outsourcing. Non sono ancora entrati a far parte della filosofia aziendale.  Il loro utilizzo non è ancora sistemico. Ho subito pensato a quali problemi di alignment organo. Essendo utilizzati come  un addendo funzionale se la devono vedere con i media tradizionali. La comunicazione tradizionale ne é  infatti penalizzata.

Probabilmente i social media applicati al btob diventeranno molto utili, e addirittura strategici. Ma ciò potrà avvenire soltanto se a supporto di un’adeguata strategia aziendale. La  vera efficacia dei social media si otterrà quando saranno applicati a ciascuna azienda nel modo più pertinente, adattandoli a ciascuna azienda in modo unico, a seconda del business e del contesto.

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