Today People Speak, Note, Evaluate, post their opinions on the web about a hotel, book, restaurant, movie, or a company and its products & services.
They want to discuss, assess, contradict, or simply converse with someone, an intermediary representing the company.
Web 2.
0 has very large open the door for dialogue.
Now and long careers in communication will necessarily change to meet them and prepare for the best and the worst.
Yesterday Long ago communication services were broadcasting, without too many constraints, the message they wanted from customers, partners, institutions...
and of course the media.
Newspapers relaying with more or less successfully press releases.
This fundamental work is of course essential...
but today we must also reckon with the "web 2.
0" and "unofficial" media which is a real revolution.
Digital Technology has brought within reach of all, the power to record and disseminate information- a privilege previously reserved for "pros".
That time has passed! Anyone can now, not only testify publicly, give his opinion on a product or brand, but also "prove" a fact, a scene, an act in the film (with a mobile phone) and put it online on YouTube, Dailymotion or simply send to his contacts through a video email..
..
That changes everything! Directors of Communication are confronted with a "crowd" potentially informant or revealing.
And must rely on new sources of opinion, often unexpected and influential, and not always easy to spot on the web, on which he must nevertheless act to consolidate, on a daily basis, the company's image, and sometimes - in case of Crisis - Restore the image.
Tomorrow Brand has become a human being, an individual.
Counting on his "friends" and those of the brand, and build even better on "fans" (many - if quality is there: word-of-mouth - sorry, the buzz - still works beautifully and naturally in real life as on networks).
And always listen to: the critics, dissatisfied people, and even...
the "trolls".
This is the rule of the game! Sociability: the New Eldorado of Corporate Communications On Social Networks, the brand has become a person.
A mark to make it a personality or not, it is a real issue.
Anyway, the directors of communication will no more work as before! Because the scheme "transmitter / receiver ', i.
e.
:" Advertiser / media "has come to be the dominant model of corporate communication.
Sociability is poised to become the concept and the major means of business communication.
Listening to conversations about the brand, the response to comments, maintaining customer relationships, and community development is now moving to the forefront.
Personal Branding To Serve The Brand The digital identity of Leaders and Managers also represents the company.
How do businesses need to guide and encourage their members to become ambassadors for the brand? By using Digital Communication Tools like email templates, videos, social networks, etc...
OBJECTIVES • Understand the issues of personal branding • Learn to create a strong personal brand • Implement a strategy to effectively integrate this approach in the service brand On one hand a digital identity (personal branding) who becomes an issue of career management for employees and for self-employed.
On the other hand, companies must learn how to manage reputations online instantly with thousands of users.
The solution could, for businesses, through coaching business executives & community members in communicating, in building their personal brand, and for the employees, agreeing to connect to their personal & professional communities showing clearly that they belong to the Brand.
In this case, how far can go the limits set by the company, which will coordinate the publications of these brand ambassadors?