How to communicate in social networks without generating a crisis, such as affirming your reputation and gaining credibility and consent ?. For the moment, there is no single perspective in the literature, but there are a number of communication models (Owyang, J. 2012): the centralized model of Hube and Hube multiple, where the main functions are assigned to the personnel handling the situations Crisis and social media. But the most sensitive question as to the role of active employees in the network, which this document aims to examine. According to the adoption of appropriate principles and policy documents to behave in social networks, some companies prohibit their employees to browse the web and social networks during working hours, and in particular to express themselves as employees, Others, instead, turn to them as a spokesperson. This article presents a study on the best practices of companies that use their employees as corporate spokespersons, obtaining obvious returns in terms of reputation. The analysis presented in the paper presents the results of a survey of some companies that offer the best working conditions, and has a high reputation in the network, selected according to their position in the world ranking (Great Place at Work, Interbrand, Reputation Institute) and, for each of them, are examined - using enterprise document analysis - how to manage the organization of network communication, policy, in line with corporate mission and values, role Played by employees as a testimony, in addition to feeling the results of such actions obtained by spokespersons, through a textual analysis of the discussions on the network. The expected result is to identify the best practices that can also be applied to companies that, until now, have not yet experienced this approach, as well as to understand the possible risks and limitations that have emerged from the experiences examined.
¿Cómo comunicar en redes sociales sin generar una crisis, como afirmar su reputación y ganar credibilidad y consentimiento?. Por el momento, en la literatura no hay una perspectiva única, pero hay una serie de modelos de comunicación (Owyang, J. 2012): el modelo centralizado de Hube y Hube múltiple, donde las principales funciones están asignadas al personal que maneja las situaciones de crisis y los medios sociales. Pero la cuestión más sensible en cuanto al papel de los empleados activos en la red, que este documento tiene por objeto examinar. De acuerdo con la adopción de los principios adecuados y documentos de política de comportarse en las redes sociales, algunas empresas prohíben a sus empleados para navegar por la web y en las redes sociales durante las horas de trabajo, y en particular a expresarse como empleados, otros, en cambio, recurren a ellas como portavoz. En este artículo se presenta un estudio sobre las mejores prácticas de las empresas que utilizan sus empleados como portavoz corporativa, obteniendo rendimientos evidente en términos de reputación. El análisis presentado en el documento presenta los resultados de un estudio de algunas empresas que ofrecen las mejores condiciones de trabajo, y goza de gran reputación en la red, seleccionados de acuerdo con su posición en la clasificación mundial (Great Place at Work, Interbrand, Reputation Institute) y, para cada uno de ellos, se examinan - utilizando el análisis de documentos de la empresa - el modo de gestión de la organización de la comunicación en red, la política, en línea con la misión y valores corporativos, el papel desempeñado por los empleados como un testimonio, además de sensación de los resultados de tales acciones obtenidas por portavoces, a través de un análisis textual de las discusiones en la red. El resultado esperado es identificar las mejores prácticas que también se pueden aplicar a las empresas que, hasta ahora, aún no han experimentado este enfoque, además de comprender también los posibles riesgos y limitaciones que han surgido de las experiencias examinadas.
Los empleados como portavoz de la empresa en la web 2.0. Enfoques y estrategias de política de medios sociales. The employees as corporate spokesperson in web2.0. Approaches and strategies of social media policy / Mazza, Barbara. - ELETTRONICO. - (2016), pp. 1019-1037.
Los empleados como portavoz de la empresa en la web 2.0. Enfoques y estrategias de política de medios sociales. The employees as corporate spokesperson in web2.0. Approaches and strategies of social media policy
MAZZA, Barbara
2016
Abstract
How to communicate in social networks without generating a crisis, such as affirming your reputation and gaining credibility and consent ?. For the moment, there is no single perspective in the literature, but there are a number of communication models (Owyang, J. 2012): the centralized model of Hube and Hube multiple, where the main functions are assigned to the personnel handling the situations Crisis and social media. But the most sensitive question as to the role of active employees in the network, which this document aims to examine. According to the adoption of appropriate principles and policy documents to behave in social networks, some companies prohibit their employees to browse the web and social networks during working hours, and in particular to express themselves as employees, Others, instead, turn to them as a spokesperson. This article presents a study on the best practices of companies that use their employees as corporate spokespersons, obtaining obvious returns in terms of reputation. The analysis presented in the paper presents the results of a survey of some companies that offer the best working conditions, and has a high reputation in the network, selected according to their position in the world ranking (Great Place at Work, Interbrand, Reputation Institute) and, for each of them, are examined - using enterprise document analysis - how to manage the organization of network communication, policy, in line with corporate mission and values, role Played by employees as a testimony, in addition to feeling the results of such actions obtained by spokespersons, through a textual analysis of the discussions on the network. The expected result is to identify the best practices that can also be applied to companies that, until now, have not yet experienced this approach, as well as to understand the possible risks and limitations that have emerged from the experiences examined.File | Dimensione | Formato | |
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