{"id":8957,"date":"2012-02-07T11:50:03","date_gmt":"2012-02-07T10:50:03","guid":{"rendered":"https:\/\/www.artera.net\/it\/blog\/?p=8957"},"modified":"2023-02-27T14:46:48","modified_gmt":"2023-02-27T14:46:48","slug":"imprese-italiane-social-ma-prive-di-strategie-efficaci","status":"publish","type":"post","link":"https:\/\/www.artera.net\/it\/marketing\/imprese-italiane-social-ma-prive-di-strategie-efficaci\/","title":{"rendered":"Imprese italiane: &#8220;social&#8221;, ma prive di strategie efficaci"},"content":{"rendered":"<p><img decoding=\"async\" class=\"alignleft size-thumbnail wp-image-8961\" src=\"https:\/\/www.artera.net\/wp-content\/uploads\/2012\/02\/550x460_social_media-150x150.jpg\" alt=\"\" width=\"150\" height=\"150\" \/><\/p>\n<div>Facebook, Twitter,\u00a0blog\u00a0e derivati. I social media\u00a0sono considerati strumenti\u00a0utili per <strong>aumentare l\u2019interazione con i consumatori<\/strong> e per <strong>raccogliere opinioni sul brand<\/strong> o sui relativi prodotti, ma le aziende italiane non hanno ancora adottato strategie efficaci per sfruttarne le capacit\u00e0 di &#8220;volano&#8221; verso nuove\u00a0opportunit\u00e0 di business. A rivelarlo \u00e8 l&#8217;indagine\u00a0<strong>\u201cQuanto \u00e8 Social la tua Azienda?\u201d<\/strong>, condotta in collaborazione da AIDiM, <a title=\"Anved\" href=\"http:\/\/www.anved.it\/\" target=\"_blank\" rel=\"noopener noreferrer\">ANVED<\/a> ed <a title=\"eCircle\" href=\"http:\/\/www.ecircle.com\/it\/home.html\" target=\"_blank\" rel=\"noopener noreferrer\">eCircle<\/a>.\u00a0I numeri confortanti non mancano. Secondo l&#8217;indagine\u00a0&#8211; cui hanno contribuito 315 responsabili marketing e direttori commerciali operanti nei principali settori merceologici\u00a0&#8211; <strong>il 75% delle aziende utilizza gi\u00e0 i social network<\/strong>, ma non ne fa ancora adeguato uso,\u00a0mettendo invece in mostra\u00a0<strong>obiettivi generici e poco focalizzati<\/strong>.<\/div>\n<div><\/div>\n<div>\n<h3>Predisposizione favorevole, ma ci sono diverse tare<\/h3>\n<\/div>\n<div>\n<strong>Facebook\u00a0si conferma il &#8220;contenitore&#8221; preferito<\/strong>,\u00a0anche per il settore B2B, seguito a ruota da\u00a0<a title=\"LinkedIn\" href=\"http:\/\/www.linkedin.com\/home\" target=\"_blank\" rel=\"noopener noreferrer\">LinkedIn<\/a>\u00a0e\u00a0Twitter; nonostante sia \u201cappena nato\u201d, anche\u00a0Google+\u00a0registra un alto tasso di gradimento (il 25% delle aziende lo ha gi\u00e0 scelto). Oltre il 60% delle imprese sceglie di promuovere il proprio brand o prodotto con una\u00a0fan page\u00a0e il 50% lo fa con un\u00a0profilo, mentre <strong>solo il 30% sceglie di pianificare\u00a0campagne pubblicitarie\u00a0sui social media<\/strong>. Inoltre, solo il 58% delle aziende rispondenti aggiorna con regolarit\u00e0 il proprio spazio. Le tare non finiscono qui. Appena\u00a0il 39% dei propri clienti interagisce con regolarit\u00e0 sui social media. I motivi vanno dallo scambio di opinioni sui prodotti con altri utenti (50%), alle richieste di assistenza al customer care e feedback sul prodotto\/servizio acquistato (oltre 30%).\u00a0A livello di screening\u00a0&#8220;geografico&#8221;, <strong>tra le citt\u00e0 pi\u00f9 collegate ci sono ovviamente Milano e Roma<\/strong>, ma anche Bologna, Torino e Venezia.<\/p>\n<h3>Obiettivo: implementare uno step culturale<\/h3>\n<p>Molte delle imprese italiane si dichiarano convinte che l&#8217;utilizzo di questi strumenti influenzi la <strong>cultura organizzativa<\/strong>. I benefici, almeno nelle dichiarazioni di intenti, sembrano molti. <strong>Maggiore trasparenza, riduzione delle gerarchie, incremento del senso di appartenenza<\/strong>, sono solo i principali vantaggi che vengono individuati. Eppure, quando si tratta di implementarli, le cose sembrano completamente diverse e paiono prevalere altre considerazioni.<\/p>\n<h3>Soddisfa la strada delle assunzioni digitali<\/h3>\n<p>I social network rappresentano una risorsa preziosa anche <strong>per il mercato del lavoro<\/strong>. Le imprese che si appoggiano per le loro ricerche sui social network (LinkedIn su tutti), <strong>riescono a minimizzare i costi<\/strong> per entrare in contatto con candidati, anche di alto profilo. E quasi sempre sono soddisfatte. Negli Usa, per citare un esempio positivo, alla richiesta di assegnare un voto ai candidati selezionati attraverso i social network, i datori di lavoro hanno dato un sette pieno. Una valutazione superiore a quella sia dei candidati che arrivano in risposta agli annunci pubblicati sul proprio sito aziendali sia dei candidati selezionati negli incontri universitari e di quelli che arrivano attraverso i percorsi di recruiting tradizionali. Anche perch\u00e9 con i social network <strong>le aziende possono intercettare una risorsa preziosa e altrimenti inarrivabile: i candidati \u201cpassivi\u201d<\/strong>, ovvero quelle figure che non stanno cercando attivamente un nuovo impiego ma che potrebbero essere interessati a cambiare lavoro di fronte ad opportunit\u00e0 allettanti.\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p><img decoding=\"async\" class=\"alignleft size-thumbnail wp-image-8961\" src=\"https:\/\/www.artera.net\/wp-content\/uploads\/2012\/02\/550x460_social_media-150x150.jpg\" alt=\"\" width=\"150\" height=\"150\" \/><\/p>\n<div>Facebook, Twitter, blog e derivati. I social media sono considerati strumenti utili per <strong>aumentare l\u2019interazione con i consumatori<\/strong> e per <strong>raccogliere opinioni sul brand<\/strong> o sui relativi prodotti, ma le aziende italiane non hanno ancora adottato strategie efficaci per sfruttarne le capacit\u00e0 di &#8220;volano&#8221; verso nuove opportunit\u00e0 di business. A rivelarlo \u00e8 l&#8217;indagine <strong>\u201cQuanto \u00e8 Social la tua Azienda?\u201d<\/strong>, condotta in collaborazione da AIDiM, ANVED ed eCircle.<\/div>\n","protected":false},"author":4,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_eb_attr":"","footnotes":""},"categories":[300],"tags":[255,35,56,48],"class_list":["post-8957","post","type-post","status-publish","format-standard","hentry","category-marketing","tag-customer-care","tag-social","tag-statistiche","tag-web-marketing-1"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>\u2022 Imprese italiane: &quot;social&quot;, ma prive di strategie efficaci - Artera<\/title>\n<meta name=\"description\" content=\"Leggi dal blog: Imprese italiane: &quot;social&quot;, ma prive di strategie efficaci. Contattaci per una partnership! 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