Les opportunités marketing de Twitter : dépasser le discours « SoLoMo »
Sociotechnical approach followed in this paper evaluates the real marketing opportunities of Twitter. It starts from a discourse analysis "SoLoMo" (for Social, Local and Mobile), integrating social logic involved, analyzing the incentives of the device as well as the limitations encountere...
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| Format: | Article |
| Language: | English |
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Netcom Association
2012-05-01
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| Series: | Netcom |
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| Online Access: | https://journals.openedition.org/netcom/78 |
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| _version_ | 1832580412177645568 |
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| author | Jean-Claude Domenget |
| author_facet | Jean-Claude Domenget |
| author_sort | Jean-Claude Domenget |
| collection | DOAJ |
| description | Sociotechnical approach followed in this paper evaluates the real marketing opportunities of Twitter. It starts from a discourse analysis "SoLoMo" (for Social, Local and Mobile), integrating social logic involved, analyzing the incentives of the device as well as the limitations encountered. Mapping is then presented distinguishing spaces for marketing actions on the social web. It leads to emphasize the benefits of Twitter as "lighthouse" visibility device, focused on content sharing around interests. However, despite the opportunities related to strengthening the brand in customer loyalty, prescription ordinary relationship marketing, or on e-reputation company, several limitations are discussed. All raises questions about the underlying trend in the current industrialization of the online presence of companies and brands. |
| format | Article |
| id | doaj-art-511e8f62a5b54420ac7ca971bfd80966 |
| institution | Kabale University |
| issn | 0987-6014 2431-210X |
| language | English |
| publishDate | 2012-05-01 |
| publisher | Netcom Association |
| record_format | Article |
| series | Netcom |
| spelling | doaj-art-511e8f62a5b54420ac7ca971bfd809662025-01-30T10:59:53ZengNetcom AssociationNetcom0987-60142431-210X2012-05-0126375410.4000/netcom.78Les opportunités marketing de Twitter : dépasser le discours « SoLoMo »Jean-Claude DomengetSociotechnical approach followed in this paper evaluates the real marketing opportunities of Twitter. It starts from a discourse analysis "SoLoMo" (for Social, Local and Mobile), integrating social logic involved, analyzing the incentives of the device as well as the limitations encountered. Mapping is then presented distinguishing spaces for marketing actions on the social web. It leads to emphasize the benefits of Twitter as "lighthouse" visibility device, focused on content sharing around interests. However, despite the opportunities related to strengthening the brand in customer loyalty, prescription ordinary relationship marketing, or on e-reputation company, several limitations are discussed. All raises questions about the underlying trend in the current industrialization of the online presence of companies and brands.https://journals.openedition.org/netcom/78Twittersocial Websociotechnical approachSoLoMo speechmarketing opportunity |
| spellingShingle | Jean-Claude Domenget Les opportunités marketing de Twitter : dépasser le discours « SoLoMo » Netcom social Web sociotechnical approach SoLoMo speech marketing opportunity |
| title | Les opportunités marketing de Twitter : dépasser le discours « SoLoMo » |
| title_full | Les opportunités marketing de Twitter : dépasser le discours « SoLoMo » |
| title_fullStr | Les opportunités marketing de Twitter : dépasser le discours « SoLoMo » |
| title_full_unstemmed | Les opportunités marketing de Twitter : dépasser le discours « SoLoMo » |
| title_short | Les opportunités marketing de Twitter : dépasser le discours « SoLoMo » |
| title_sort | les opportunites marketing de twitter depasser le discours solomo |
| topic | Twitter social Web sociotechnical approach SoLoMo speech marketing opportunity |
| url | https://journals.openedition.org/netcom/78 |
| work_keys_str_mv | AT jeanclaudedomenget lesopportunitesmarketingdetwitterdepasserlediscourssolomo |