Social network sites as marketing and communication tools: opportunities and constraints between internal management and outsourcing

This work aim athighlighting the eventual commitments and opportunity in using the socialnetworking as marketing tools; more easily, they can be used as strengthening support to thecommunication actions toward the inner and external side of the company. Some companies use socialnetworks as technical support to the marketing strategy–collection of data, analysis and developmentof medium and long terms relationship-; other ones, on the contrary, prefer an use that is related to thestrengthening of the identity and relationship dynamics of the brand and to the mutual relationshipbetween the company and the customer.The diagnostic use of the data collection and the elaboration of statistic involve a specific knowledge ofthe web and the main social network tools; as well, it is also related to the destination of time andresources (both the economic and human ones) incase these resources are some way taken on by thecompanies; on the contrary, the mere communicative use. Allow better chances to outsource the toolsmanagement.In this work we rough out, by selecting data proceeding from researches of different matrix,the currenttrend, within the Italian web scenery, of the relationship between small-medium companies and thesocial network site and we analyse the opportunity and the commitment of an internal or outsourcedmanagement.