Les habits neufs de la communication de marque sur le web social (notice n° 1597024)
[ vue normale ]
| 000 -LEADER | |
|---|---|
| fixed length control field | 02257cam a2200229 4500500 |
| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20251228074159.0 |
| 041 ## - LANGUAGE CODE | |
| Language code of text/sound track or separate title | fre |
| 042 ## - AUTHENTICATION CODE | |
| Authentication code | dc |
| 100 10 - MAIN ENTRY--PERSONAL NAME | |
| Personal name | Jammet, Thomas |
| Relator term | author |
| 245 00 - TITLE STATEMENT | |
| Title | Les habits neufs de la communication de marque sur le web social |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. | |
| Date of publication, distribution, etc. | 2017.<br/> |
| 500 ## - GENERAL NOTE | |
| General note | 8 |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | RésuméLa présence des entreprises sur les plateformes du web social (web 2.0) connaît un développement considérable depuis le tournant des années 2010. Cet article décrit le travail d'intermédiation des salariés chargés d'administrer ces nouveaux espaces promotionnels interactifs, confrontés à un afflux massif de requêtes de la part des internautes, et soumis à une forte pression temporelle. Il révèle que l'activité de community management, conçue comme une innovation organisationnelle destinée à renforcer la proximité des entreprises à leurs clients connectés, nécessite d'être davantage régulée pour pouvoir s'inscrire durablement dans les stratégies de communication et de gestion de la relation client articulées sur la technologie numérique. |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | Branding has a set of new clothes on the social web. The intermediary role of community managersThe presence of companies on social web platforms (web 2.0) has seen a significant development since 2010. This article describes the intermediary role of the staff who are tasked with administering the new interactive promotional spaces, but who find themselves flooded with requests from internet users and operating under considerable time constraints. What has emerged is that community management a form of organizational innovation designed to strengthen the proximity of companies to their online customers should be increasingly regularized so that it becomes embedded in the corporate communication and customer relations strategies associated with digital technology. |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | COMMUNAUTÉ DE MARQUE |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | COMMUNICATION NUMÉRIQUE |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | RELATION CLIENT |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | SALARIÉ AMBASSADEUR |
| 690 ## - LOCAL SUBJECT ADDED ENTRY--TOPICAL TERM (OCLC, RLIN) | |
| Topical term or geographic name as entry element | WEB 2.0 |
| 786 0# - DATA SOURCE ENTRY | |
| Note | Sociologies pratiques | 34 | 1 | 2017-05-10 | p. 61-71 | 1235-9278 |
| 856 41 - ELECTRONIC LOCATION AND ACCESS | |
| Uniform Resource Identifier | <a href="https://shs.cairn.info/revue-sociologies-pratiques-2017-1-page-61?lang=fr&redirect-ssocas=7080">https://shs.cairn.info/revue-sociologies-pratiques-2017-1-page-61?lang=fr&redirect-ssocas=7080</a> |
Pas d'exemplaire disponible.
Réseaux sociaux