ASPECTE PRO I CONTRA ALE PREZENEI CORPORAIILOR PE REELELE SOCIALE PROS AND CONS OF CORPORATE SOCIAL NETWORKING

ec. Laviniu Chi

MICROIMO IFN SA

drd. ec. Mihai FlorinTalpo

IMOFINANCE SA

Abstract: The fulminant evolution of social networking among Internet users is no longer just a trend. The social network became more than a tool for connecting people; it became a way of life. The evolution of social networking could not escape the corporations attentions, which are in constant search for new instruments meant to help them increase their market shares and the clients adoption rate. The paper starts by analyzing the dynamics of social networking, followed by relevant examples and statistics. The discussion leads to a set of advantages and disadvantages of corporate social networking. In the end, important conclusions are advanced in regards to the implications that the particular nature of social networking brings in terms of: Internet customers habits, on-line marketing techniques and corporate image risks. The paper is of interest to Internet users, corporate managers, academics and researchers. Keywords: Internet, social networks, social media, communication

INTRODUCERE

1. INTRODUCTION
People communicate with each other every day: face to face, by phone or in writing. However, most people know very little about the rules and regularity of efficient communication. Internet communication is emblematic for our era. This virtual environment attracted so many people, in such a short time, that - in terms of communication - we might say that an interesting phenomenon took place. In order to describe that phenomenon we might quote Johann Wolfgang

Oamenii comunic zilnic unii cu alii: fa n fa, la telefon sau n scris. Cu toate acestea, marea majoritate tiu foarte puine lucruri despre regulile i regularitatea unei comunicri eficiente. Emblematica pentru epoca pe care o traversm este comunicarea prin Internet. Acest mediu a atras att de mult lume, ntr-un timp att de scurt, nct, n ceea ce privete comunicarea, am putea spune c s-a petrecut un fenomen posibil de descris ntr-o parafraz dup Johann Wolfgang

Goethe (1749 1832): suntem cu toii aici, deci s ncepem! [Susane Watzke Otte, 2009, p 78]. Prima impresie a fost aceea c cei care comunic prin Internet nu au nevoie nici de cunotine speciale i nici de ajutor. Eroarea aceasta de percepie a comunicrii prin Internet a fost nsa realizat relativ repede de ctre muli dintre utilizatori, acetia nelegnd c o comunicarea eficient nu este ntmpltoare. La fel ca i n cazul tuturor celorlalte canale de comunicare, comunicarea prin Internet se supune unor reguli precise i convenii. Cunoaterea i aplicarea acestora confer utilizatorilor de Internet ansa de a influena pozitiv calitatea legturii create ntre ei i cei cu care comunic. Cu alte cuvinte, chiar i pe Internet se poate vorbi de valorizarea afirmaiilor lui Friedemann Schulz von Thun: arta de a te prezenta i de a crea contacte interumane i legturi particip n mare msur la propriul succes [Susane Watzke Otte, 2009, p 14]. Afirmaia este valabil i atunci cnd vorbim despre comunicarea realizat de companii n mediul online n general i n reelele sociale n special, deoarece prezena lor activ n aceste medii le permite s-i umanizeze brandurile de o aa manier nct ajung s par mult mai abordabile n ochii clienilor. Cu toate acestea, prezena companiilor pe reelele sociale implic i o serie de riscuri, cu privire la care orice manager ar trebui s fie avizat, nainte de a lua decizia de a activa profilul companiei sale ntr-un mediu turbulent cum este acela al reelelor sociale.

Goethe (1749 - 1832): "We are all here, so let's start!" [Susane Watzke Otte, 2009, p 78]. The first publics impression was that those who communicate through the Internet do not need any special knowledge and guidance. This error of perception of the Internet communication was quickly overcome by many users, because they understood that effective communication is not random. Just as in case of any other communication channel, Internet communication is subject to precise rules and conventions. Knowing and applying these rules give users the chance to positively influence the quality of the relationship created between them and those who they communicate with. In other words, even on the Internet we can speak of valuing the claims made by Friedman Schulz von Thunes: "the art of introducing yourself and making connections and bonds between people is consistently participating to your own success" [Susane Watzke Otte, 2009, p 14]. We can say that the validity of the above mentioned thesis, is preserved even when we talk about Internet corporate communication generally and especially about corporate social networking, because the active presence of companies in these environments allows them to "humanize" their brands so that they turn out to be a lot more reachable in the eyes of the customers. However, the presence of corporations in social networks involves a number of risks, of which every manager should be aware of before deciding to activate his company's profile in a turbulent environment such as the one of social networks.

REELELE SOCIALE I INTERNETUL

SOCIAL NETWORKS AND THE INTERNET

Televiziunea a avut nevoie de 13 ani pentru a se extinde la nivel mondial, radioului i-au trebuit 53 de ani, Internetului 7 ani, iar Facebook-ului, cea mai renumit reea de socializare, i-au fost suficiente doar 9 luni [wikipedia.com, 2011].

It took 13 years for the Television to expand globally, 53 years for the radio and 7 years for the Internet. Facebook (the most famous social network) needed only 9 months [wikipedia.com, 2011].

2.1

Conceptul de reea social

2.1

The social network concept

Desi exista sute de definiii ale termenului de reea social, una dintre cele mai cuprinzatoare

Even if there are hundreds of definitions for the term social network, one of the broadest ones

precizeaza ca reeaua social este o structur social care are la baz indivizii sau organizaiile conectai/e ntre ele prin intermediul Internetului, n baza unor interdependene de tipul: prieteniilor, familiilor, intereselor comune, schimburilor financiare, aversiunilor, cunotinelor sau prestigiului. [wikipedia.com, 2011].

says that a social network is a social structure based on individuals or organizations, connected through Internet, by specific types of interdependencies such as: friendship, family, common interests, financial operations, dislikes, acquaintances or prestige [wikipedia.com, 2011].

2.2

Evoluia formelor de comunicare corporaist i tipologia reelelor sociale

2.2

Evolution of corporate communication forms and social networks typology

Fulminanta evoluie a reelelor sociale a avut la baz o serie de momente cheie, care au transformat i modelat de-a lungul timpului formele de comunicare bazate pe tehnologie specific, pn la formele cunoscute azi. Conform onlineschools.org, evoluia comunicrii prin tehnologie specific a fost marcat de urmtoarele momente cheie (a se vedea figura 1):

The fulminant evolution of social networks was based on a series of key moments that shaped and changed communication technologies over time, until they reached the actual forms. According to onlineschools.org, the evolution of communication technology was marked by the following key moments (see figure 1):

Figura 1. Evoluia formelor de comunicare / Figure 1. Evolution of communication

Diversitatea reelelor sociale este dat de multiplele destinaii pentru care acestea au fost create. Principalele tipologii de platforme destinate reelelor sociale sunt [Jamie Turner si Reshma Shah, 2010, p 34-37]: Site-urile de socializare: Facebook, Friendster, YouTube (a se vedea figura 2); Blog-urile: blog.compete, manafu.blospot; Fluturaii digitali: e-mail newsletter-ul; Site-urile la actualizarea crora particip insi utilizatorii: Wikipedia; Site-urile de forma grupurilor tematice: forum.softpedia; Site-urile pentru stocarea i afiarea de prezentri: slideshare.

The diversity of social networks is given by the multiple destinations that the networks have been created for. The main types of social networks are [Jamie Turner and Reshma Shah, 2010, p 34-37]: Social networking sites: Facebook, Friendster, YouTube (see figure 2); Blogs: blog.compete, manafu.blogspot; Digital flyers: e-mail newsletter; Web sites updated by the users: Wikipedia; Web sites for thematic groups: forum.softpedia; Presentations sharing sites: slideshare.

Figura 2. Platforme de reele sociale / Figure 2. Social network platforms

2.3

Internetul i reelele sociale n lume i n Romania

2.3 The Internet and social networks in the world and Romania
People communicate face to face less often, due to the vigor of life and the limiting of free time. The balance begins to tilt increasingly towards virtual communication because people spend more time on the Internet and most of that time is being spent on social networks. Internet becomes more than a way of obtaining and updating information, it becomes a tool for developing and strengthening interpersonal relations or a relaxation method. A study conducted by blog.compete.com in 2011, on how users spend their time on the Internet, shows the appetite that users have for social networks; over 75% of the time that those users allocate to navigating on the Internet being used for social networking (see Figure 5).

Comunicarea fa n fa dintre oameni are loc tot mai rar, datorit ritmului alert al vietii i timpului liber limitat. Balana ncepe s ncline tot mai mult spre comunicarea virtual, oamenii alocnd mai mult timp Internet-ului, cea mai mare parte din acest timp fiind petrecuta n reelele sociale. Internet-ul devine astfel mai mult dect un mijloc de informare, devine un mod de dezvoltare i consolidare a relaiilor interumane dar si un mod de relaxare. Un studiu realizat de blog.compete.com n 2011, pe tema modului n care utilizatorii i petrec timpul pe Internet relev apetena deosebit pe care utilizatorii o au pentru reelele sociale, peste 75% din timpul alocat de acestia navigarii pe Internet fiind folosit n reelele sociale (a se vedea figura 5).

Figura 5. Destinaii trafic Internet n decembrie 2010 [blog.compete.com, 2011]

Figure 5. Internet traffic destinations in December 2010 [blog.compete.com, 2011]

Conform unei alte surse, o persoan aloc n medie 7 ore pe lun din timpul petrecut pe Internet acestei reele, ceea ce reprezint mai mult dect timpul cumulat petrecut pe Google, Yahoo, YouTube, Microsoft, Wikipedia i Amazon [onlineschools.org, 2010]. Popularitatea reelelor sociale, indiferent de scopul utilizrii lor, este n continu cretere. Conform unor date culese de blog.hudsonhorizons.com i socialmediatoday.com n 2010: 80% din companiile cu conturi pe LinkedIn folosesc platforma pentru recrutare de personal [blog.hudsonhorizons.com, 2010]; 54% dintre bloggerii existeni pe Twitter posteaz zilnic informaii [socialmediatoday.com, 2010]; 80% dintre utilizatorii Twitter acceseaz platforma de pe terminale mobile [socialmediatoday.com, 2010]; Atracia reelelor sociale n Romnia, n mod asemntor cu evoluia la nivel global, nregistreaz o cretere de la o lun la alta, n topul preferinelor internauilor situndu-se reeaua de socializare HI5, urmat fiind ndeaproape de Facebook (a se vedea figura 6).

According to another source, a person spends an average of 7 hours per month on Facebook, more than the cumulated time spent on Google, Yahoo, YouTube, Microsoft, Wikipedia and Amazon [onlineschools.org, 2010]. The popularity of social networks, regardless of the purpose of their usage, is continuously growing. According to some data collected by blog.hudsonhorizons.com and socialmediatoday.com in 2010: 80% of the companies that benefit from a LinkedIn account use this platform for personnel recruitment [blog.hudsonhorizons.com, 2010]; 54% of the Twitters bloggers update the platforms information daily [socialmediatoday.com, 2010]; 80% of the Twitters users log in from mobile terminals [socialmediatoday.com, 2010]; The attraction for social networks in Romania, similarly to global scale evolutions, is increasing from one month to another, Hi5 being among the most popular social networks used by the Romanian Internet users, followed closely by Facebook (see Figure 6).

Figure 6. Reelele sociale n Romnia [manafu.blogspot.com, 2011]

Figure 6. Social networks in Romania [manafu.blogspot.com, 2011]

CORPORAIILE I INTERESUL LOR PENTRU REELELE SOCIALE

Evoluia Internetului, n paralel cu cea a reelelor sociale, nu a putut scpa ateniei corporaiilor aflate n cutare permanent a unor mijloace diversificate de atragere i identificare de noi clieni poteniali. Succesul unor campanii de promovare a produselor i de atragere de clienti poteniali, precum cele implementate de corporatia Dell (calculatoare), a participat la constientizarea marketerilor cu privire la necesitatea de a integra cat mai rapid comunicarea prin reelele sociale n mixul de marketing al corporaiilor. Un studiu efectuat n 2010 n SUA pe un eantion de 100 de corporaii din topul Fortune, arat preferinele acestora n ceea ce privete utilizarea anumitor platforme sociale [syscomminternational.com, 2010]. n topul celor mai utilizate sunt Twitter i Facebook (a se vedea figura 7).

CORPORATIONS AND THEIR INTEREST FOR SOCIAL NETWORKING

The evolutions of both Internet and social networking could not escape the attention of corporations, which are in constant search of diverse ways to identify and attract new potential customers. The success of different promotional campaigns that aimed to attract new potential clients, as the ones developed by Dell (the computer company), has participated at the marketers awareness in regards to the necessity of rapidly integrating corporate social networking into their marketing mix. A 2010 study conducted in the USA over a sample of 100 corporations nominated for the Fortune top shows the preferences of those corporations in regards to the use of certain social platforms [syscomminternational.com, 2010]. Twitter and Facebook turned out to be among the most used social platforms (see Figure 7).

Figura 7. Prezena corporaiilor americane n reelele sociale/Figure 8.US corporate social network presence [syscomminternational.com, 2010]

AVANTAJELE I DEZAVANTAJELE PREZENEI CORPORAIILOR N REELELE SOCIALE

CORPORATE SOCIAL NETWORKINGS PROS AND CONS

Decizia de intrare a corporaiilor n reelele sociale trebuie s in cont de aspecte deopotriv pozitive i negative.

The decision to enter the corporate social networks should take into account both positive and negative aspects.

4.1

Aspecte pro

4.1

Pros

Principalele avantaje asociate prezenei unei corporaii n reelele sociale sunt: Pia int nelimitat dispariia limitrilor geografice n desfacerea produselor sau serviciilor reprezint principalul atu al reelelor sociale. De asemenea, retelele sociale au si efectul de a elimina practic distana dintre corporaii i consumatorii din toate colurile lumii; Segmentare exact a pieei int retelele sociale ofera posibilitatea alegerii segmentului int dup diverse criterii precum cele geografice, sociale, demografice, etnice, religioase etc, garantand astfel faptul c informaia transmis ajunge la destinatarul vizat [psprint.com, 2010]; Vitez foarte mare de circulaie a mesajului rapiditatea cu care se propag informaia, prin reelele sociale, crete exponenial de la un utilizator la cellalt, fiind influenat de numarul de cunotine

The main advantages associated with the presence of corporations in social networks are: Unlimited markets size the absence of geographical limitations in terms of products or services delivery is the main advantage that the social networks bring. Social networks also eliminate the distances between corporations and their consumers all over the world; Precise market segmentation the social networks allow very efficient market segmentation, based on criteria such as: geographical, social, demographic, ethnic or religious, ensuring that the message reaches precisely the targeted consumers [psprint.com, 2010]; Informations velocity information travels very fast and its speed increases exponentially from one user to another, in direct correlation with the number of connections each and every user has; Better brand loyalty by being present on

pe care fiecare utilizator le are n reelele sociale frecventate; Loialitate crescuta a consumatorilor fa de brand prezena pe diversele reele sociale permite recompensarea i fidelizarea clienilor care urmresc activitatea unei corporaii prin acordarea de diverse faciliti [psprint.com, 2010]; Feedback facil captarea rapid a informaiilor referitoare la comportamentul de consum al clienilor ajut corporaiile la mbuntirea produselor proprii. Corporaiile pot utiliza reelele si pentru evaluarea gradului de satisfacie a consumatorilor [psprint.com, 2010]; Costuri reduse de promovare a serviciilor sau produselor - comparativ cu mijloacele de promovare clasice: TV, radio sau publicitate stradal, reelele sociale reprezint o alternativ mult mai ieftina [psprint.com, 2010]; Confort deosebit retelele sociale sunt accesibile 24 de ore pe zi, apte zile pe sptmn si sunt la un singur click distan [Mihai Florin Talpo, 2010]; Costuri operationale reduse asistenta post vnzare este mult mai facila odat cu intrarea corporaiilor n reelele sociale. Rspunsurile, explicaiile sau soluiile la ntrebrile i problemele ridicate de consumatori sunt disponibile permanent n seciunile de tip ntrebri frecvente, nemaifiind nevoie de suportul oamenilor; Oportunitati de recrutare i fidelizare de personal cei care urmaresc activitatea unei corporaii pe diversele retele sociale pot obtine informaii actualizate n legtur cu oportunitai de angajare, sesiuni de pregtire, seminarii, bonusuri de performane sau modificri ale strategiei corporaiei [ehow.com, 2010].

different social networks, corporations can reward clients and convince them to become loyal by offering them incentives and discounts [psprint.com, 2010]; Easy feedback corporations can benefit from a quick and easy capture of information on consumers behavior, which will help them improve their products. Corporations can also use the social networks for assessing consumers satisfaction [psprint.com, 2010]; Low promotion costs compared to traditional advertising tools such as: TV, radio or street advertising, social network offers a much cheaper alternative [psprint.com, 2010]; Remarkable comfort social networks are available 24/7, on a single click effort [Mihai Florin Talpo, 2010]; Reduced operating costs by joining the social networks, corporations can reduce their operating costs in regards to the post sales services (egg. call center services). Answers, explanations or solutions to consumers questions and concerns are available in FAQ sections that no longer need human support; Personnel recruitment and retention opportunities costumers who pay attention to the activity of a corporation on social networks can obtain constantly updated information about the employment offers of that corporation, training sessions, workshops, performance bonuses or changes in the corporate strategy [ehow.com, 2010].

4.2

Aspecte contra

4.2

Cons

Principalele inconveniente la care se expune o corporaie odat intrat n reelele sociale sunt: Resursa de timp necesar oferirea de feedback clientilor, crearea, modificarea si afisarea informatiilor publicitare utile n

The main disadvantages a corporation exposes to, as soon as it joined the social networks, are: Considerable time resources giving feedback to clients, creating, editing and publishing information in order to build a

construirea unei relaii durabile cu acestia etc, necesita alocarea unor resurse considerabile de timp [psprint.com, 2010]; Riscul de personal stimularea cererii prin publicarea unor materiale de interes pentru consumatori depinde foarte mult de abilitile, experiena i devotamentul personalului nsrcinat cu promovarea n reelele sociale [psprint.com, 2010]; Riscul de securitate transmiterea informaiilor pe Internet se afl permanent sub ameninarea exploatrii de ctre spameri sau hack-eri, pentru transmiterea viruilor, obinerea unor date personale din partea consumatorilor n numele corporaiei [Mihai Florin Talpo, 2010]; Criticile publice mesajele transmise prin intermediul reelelor sociale se expun riscului de a fi criticate sau interpretate de unii consumatori nemulumii sau dezinformai, aceste critici fiind vizibile ntregii comuniti virtuale; Perisabilitatea informaiilor caracteristic fiecrei reele sociale este gradul de perisabilitate extrem de rapid a informaiei.

long term relationship with the them involves considerable time resources [psprint.com, 2010]; Personnel risk a proper demand stimulation is generated only if corporations publishes (on the social networks) interesting materials for the clients. Such ability totally depends on the skills, experience and dedication of the staff charged with the social networks based promotion [psprint.com, 2010]; Security risk publishing information on the Internet is doomed to be subject of a threat that comes from spammers or hackers who aim spreading viruses, obtaining personal information from the corporations clients [Mihai Florin Talpo, 2010]; Public criticism messages published on social networks are at constant risk of being criticized or misinterpreted by dissatisfied or misinformed consumers and all of that happens in front of the whole virtual community; Informations obsolescence rapid obsolescence of the posted information is a characteristic of each and every social network.

CONCLUZII

CONCLUSION

Reelele sociale ofer un potenial imens din punct de vedere al vnzarilor, recrutrii personalului, consolidrii imaginii brandului, fidelizrii clienilor i creterii vizibilitii n pieele int ale corporaiilor. Fr o integrare corespunztoare a reelelor sociale n planul de comunicare de marketing clasic, completat cu disponibilitatea de a investi resurse corespunzatoare de timp i personal, corporaiile nu vor obine din prezena lor pe retelele sociale rezultatele scontate n materie de capital de imagine i vnzri. Materialele publicate pe reelele sociale trebuie s fie relevante, actuale i de interes pentru diversele categorii de public vizate. n acest context, corporaiile trebuie sa se adreseze clienilor pe nelesul lor: vorbete cu oamenii ce neleg: cu vntorul despre vnat, cu pescarul

Social networks platforms offer a huge potential in terms of sales, personnel recruitment, brand building and increased corporate visibility in the targeted markets. Without proper integration of social networks in the traditional marketing communication plan, supplemented with the willingness to invest proper time and human resources, corporations will not get from their social network presence the expected results in terms of corporate image and sales. The information published on the social networks must be relevant, updated and of interest to the diverse categories of targeted public. In this context corporations must adapt their messages to the audiences specificities: "talk with people so that they will understand: tell the hunter about hunting, the fishermen about fishing, and the vine grower about wine" (Friedrich G., Junger - German

despre pescuit, cu viticultorul despre vin (Friedrich G., Junger scriitor german) [Susane Watzke Otte, 2009, p 110]. O corporaie, odat intrat n sfera reelelor sociale, trebuie s fie contient ca imaginea ei este la discreia consumatorului, ceea ce poate constitui att o oportunitate, ct i un risc major. Succesul corporaiilor ntr-un mediu intercultural ca i reelele sociale depinde de msura n care acestea vor ti s se adapteze integrativ realitilor virtuale. Acest stil de adaptare integrativ presupune o lrgire contient a orizonturilor corporaiei, a valorilor i actiunilor ei, n condiiile respectrii unor reguli de comportament pe Internet i acceptrii unui anumit grad de toleran fa de publicul internaut. Ca atare, managerii nu trebuie s uite c: Teama numrul unu a corporaiilor este discuia public. Teama numrul doi este falimentul. (prelucrare dup Eric Bergman specialist canadian n comunicare) [Susane Watzke Otte, 2009, p 121].

writer) [Susanne Otte Watzke, 2009, p 110]. A corporation once entered in social networks should be aware that its image is at the discretion of the consumer. This can represent both an opportunity and a major risk. Corporate success in an intercultural environment such as social networks depends on the extent to which the corporations will know how to integrative adapt to the virtual reality. This style of integrative adaptation involves a conscious widening of the corporations horizons of their values and actions, while respecting certain Internet behavior rules and accepting a certain degree of openness and tolerance towards the Internet users. As such, corporate managers must not forget that "the number one fear of a corporation is public debate and the second one is bankruptcy." (Inspired from Eric Bergman - Canadian communication specialist) [Susanne Otte Watzke, 2009, p 121].

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