This work aim at highlighting the eventual commitments and opportunity in using the social networking as marketing tools; more easily, they can be used as strengthening support to the communication actions toward the inner and external side of the company. Some companies u se social networks as technical support to the marketing strategy – collection of data, analysis and development of medium and long terms relationship - ; other ones, on the contrary, prefer an use that is related to the strengthening of the identity and re lationship dynamics of the brand and to the mutual relationship between the company and the customer. The diagnostic use of the data collection and the elaboration of statistic involve a specific knowledge of the web and the main social network tools; as well, it is also related to the destination of time and resources (both the economic and human ones) in case these resources are some way taken on by the companies; on the contrary, the mere communicative use. Allow better chances to outsource the tools management. In this work we rough out, by selecting data proceeding from researches of different matrix, the current trend, within the Italian web scenery, of the relationship between small - medium companies and the social network site and we analyse the opportunity and the commitment of an internal or outsourced management.
|Titolo:||SOCIAL NETWORK SITES AS MARKETING AND COMMUNICATION TOOLS: OPPORTUNITIES AND CONSTRAINTS BETWEEN INTERNAL MANAGEMENT AND OUTSOURCING|
|Data di pubblicazione:||2015|
|Appare nelle tipologie:||4.2 Abstract in Atti di convegno|