{"id":491,"date":"2019-06-22T11:00:58","date_gmt":"2019-06-22T09:00:58","guid":{"rendered":"https:\/\/comeup.com\/experts\/?p=491"},"modified":"2023-11-13T11:30:17","modified_gmt":"2023-11-13T10:30:17","slug":"le-marketing-sur-les-reseaux-sociaux-risque-ou-opportunite","status":"publish","type":"post","link":"https:\/\/comeup.com\/experts\/le-marketing-sur-les-reseaux-sociaux-risque-ou-opportunite\/","title":{"rendered":"Le marketing sur les r\u00e9seaux sociaux : risque ou opportunit\u00e9 ?"},"content":{"rendered":"<p style=\"text-align: center;\">Dans cet article, nous allons voir si d\u00e9velopper sa communication et son marketing sur les r\u00e9seaux sociaux est un risque ou une opportunit\u00e9.<\/p>\n<ul>\n<li style=\"font-weight: 400;\"><strong><span style=\"color: #000080;\">Sommaire : <\/span><\/strong>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400; color: #000080;\">Statistiques sur l\u2019utilisation des r\u00e9seaux sociaux (2018 &#8211; 2019)<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400; color: #000080;\">Les r\u00e9seaux sociaux, un enjeu pour sa strat\u00e9gie digitale<\/span>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400; color: #000080;\">Quelques questions \u00e0 se poser avant de se lancer<\/span><\/li>\n<\/ul>\n<\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400; color: #000080;\">Les erreurs \u00e0 \u00e9viter, quelques exemples<\/span><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Avant d\u2019entrer dans le vif du sujet, il semble judicieux de faire un point des donn\u00e9es fondamentales concernant les r\u00e9seaux sociaux. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Sur Terre, nous <\/span><b>sommes 7,6 milliards d\u2019habitants<\/b><span style=\"font-weight: 400;\"> (octobre 2018). Parmi ces 7,6 milliards d\u2019habitants, 4,2 milliards sont des internautes (55%), <\/span><b>3,4 milliards utilisent les r\u00e9seaux sociaux (44%)<\/b><span style=\"font-weight: 400;\">, 3,2 milliards sont des utilisateurs des r\u00e9seaux sociaux sur mobile (<\/span><i><span style=\"font-weight: 400;\">des chiffres compil\u00e9s par l\u2019agence We Are Social et Hootsuite<\/span><\/i><span style=\"font-weight: 400;\">).<\/span><\/p>\n<p><b>Quelques chiffres par r\u00e9seaux sociaux<\/b><span style=\"font-weight: 400;\">, en 2019 :<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><b>Facebook<\/b><span style=\"font-weight: 400;\"> : 2,234 milliards d\u2019utilisateurs actifs par mois<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>YouTube<\/b><span style=\"font-weight: 400;\"> : 1,9 milliard<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>Messenger<\/b><span style=\"font-weight: 400;\"> : 1,300 milliard<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>Instagram<\/b><span style=\"font-weight: 400;\"> : 1 milliard<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>TikTok<\/b><span style=\"font-weight: 400;\"> : 500 millions<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>Twitter<\/b><span style=\"font-weight: 400;\"> : 335 millions<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>LinkedIn<\/b><span style=\"font-weight: 400;\"> : 303 millions<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>Snapchat <\/b><span style=\"font-weight: 400;\">: 291 millions<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>Pinterest <\/b><span style=\"font-weight: 400;\">: 250 millions<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Les r\u00e9seaux sociaux pourraient donc vous permettre, dans l\u2019id\u00e9e, d\u2019<\/span><b>\u00eatre visible aupr\u00e8s d\u2019un peu moins de la moiti\u00e9 de la population plan\u00e9taire<\/b><span style=\"font-weight: 400;\">. G\u00e9nial non ? <\/span><\/p>\n<p><span style=\"font-weight: 400;\">D\u00e9velopper votre strat\u00e9gie marketing sur les r\u00e9seaux sociaux, est-ce une r\u00e9elle opportunit\u00e9, cela peut-il engendrer des risques pour votre business ? C\u2019est la question \u00e0 laquelle nous allons essayer de r\u00e9pondre. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Cette question ne peut pas appeler de r\u00e9ponse binaire. Nous pourrions terminer cet article en r\u00e9pondant \u201coui et non\u201d, mais ce ne serait pas tr\u00e8s dr\u00f4le, alors nous allons vous donner quelques explications.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">D\u00e9velopper <\/span><b>une strat\u00e9gie marketing sur les r\u00e9seaux sociaux est \u00e9videmment une opportunit\u00e9 pour le d\u00e9veloppement de votre business<\/b><span style=\"font-weight: 400;\">. Dans une dynamique de <\/span><b>croissance<\/b><span style=\"font-weight: 400;\">, vous pourrez <\/span><b>d\u00e9velopper votre portefeuille de prospects et votre notori\u00e9t\u00e9<\/b><span style=\"font-weight: 400;\"> \u00e0 une \u00e9chelle<\/span><b> nationale ou internationale<\/b><span style=\"font-weight: 400;\">. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Cependant, une mauvaise strat\u00e9gie digitale, avec un manque de cadre et de connaissances, pourrait \u00eatre <\/span><b>contreproductive<\/b><span style=\"font-weight: 400;\">, <\/span><b>inutile,<\/b><span style=\"font-weight: 400;\"> voire pire : avoir <\/span><b>des r\u00e9percussions sur votre image globale<\/b><span style=\"font-weight: 400;\">. <\/span><\/p>\n<h2><b>Les r\u00e9seaux sociaux, un v\u00e9ritable enjeu pour sa strat\u00e9gie digitale<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Nous l\u2019avons vu, les r\u00e9seaux sociaux repr\u00e9sentent un enjeu marketing pour les entreprises. Que ce soit pour l\u2019<\/span><b>acquisition <\/b><span style=\"font-weight: 400;\">ou la <\/span><b>fid\u00e9lisation <\/b><span style=\"font-weight: 400;\">de votre cible, les r\u00e9seaux sociaux sont des outils formidables ! Encore faut-il <\/span><b>cibler de fa\u00e7on optimale<\/b><span style=\"font-weight: 400;\"> son audience et mettre au point des campagnes efficaces, pour cr\u00e9er de <\/span><b>l\u2019engagement<\/b><span style=\"font-weight: 400;\">. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Les r\u00e9seaux sociaux vous permettront de <\/span><b>cr\u00e9er du trafic<\/b><span style=\"font-weight: 400;\">, et ainsi <\/span><b>accro\u00eetre vos revenus<\/b><span style=\"font-weight: 400;\">. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Nous vous recommandons cependant de r\u00e9fl\u00e9chir \u00e0 votre strat\u00e9gie marketing, \u00e0 court, moyen et long terme, en cr\u00e9ant un plan de communication, une ligne \u00e9ditoriale, un planning de publications\u2026 <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Aussi, <\/span><b>ne vous engagez pas plus que ce que vous ne le pouvez<\/b><span style=\"font-weight: 400;\">. Il vaut mieux \u00eatre sur un seul et unique r\u00e9seau social, et le ma\u00eetriser d\u2019une main de ma\u00eetre, plut\u00f4t que d\u2019\u00eatre un peu partout et ne pas suivre vos r\u00e9seaux sociaux, ou publier la m\u00eame chose de partout sans cr\u00e9er aucune valeur ajout\u00e9e (et ne pas s\u2019adapter aux codes de chaque r\u00e9seaux, sur le plan technique par exemple). <\/span><\/p>\n<blockquote><p><b>\u2192 Faire appel \u00e0\u00a0<a href=\"https:\/\/comeup.com\/categorie\/community-management?utm_source=article&amp;utm_medium=blog&amp;utm_campaign=art220619RS\" target=\"_blank\" rel=\"noopener noreferrer\">community manager freelance<\/a> pourrait certainement \u00eatre l\u2019une de vos meilleures id\u00e9es pour ce chantier !<\/b><\/p><\/blockquote>\n<h3><b>Voici quelques questions \u00e0 vous poser, avant de vous lancer<\/b> <span style=\"font-weight: 400;\">: <\/span><\/h3>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Quelle est ma cible ? <\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Que vais-je raconter ? <\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Quels sont mes objectifs ? <\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Quelles ressources et capacit\u00e9s de gestion ai-je \u00e0 l\u2019heure actuelle ? <\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Quels sont les r\u00e9seaux sociaux adapt\u00e9s \u00e0 mon march\u00e9, mon message ? <\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Dois-je me faire accompagner ? <\/span><\/li>\n<\/ul>\n<p><b>Les erreurs \u00e0 \u00e9viter, les risques pour votre entreprise&#8230;<\/b><\/p>\n<p><span style=\"font-weight: 400;\">&#8230;<\/span><span style=\"font-weight: 400;\">Publier au nom de mon business sur les r\u00e9seaux sociaux, comme je publie au nom de mon blog perso de fan de p\u00e2tisserie.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Vous avez certainement eu connaissance d\u2019<strong>erreurs de la part de community managers de grandes entreprises<\/strong> qui ont port\u00e9 pr\u00e9judices \u00e0 l\u2019image de celle-ci, voici quelques exemples : <\/span><\/p>\n<p><span style=\"font-weight: 400;\">En juin 2019, une usag\u00e8re interpelle l\u2019entreprise <strong>SNCF<\/strong> sur <strong>Twitter<\/strong> : <\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"size-medium wp-image-494\" src=\"https:\/\/comeup.com\/experts\/wp-content\/uploads\/2019\/06\/question-sncf-288x300.png\" alt=\"Erreur community management SNCF\" width=\"288\" height=\"300\" srcset=\"https:\/\/comeup.com\/experts\/wp-content\/uploads\/2019\/06\/question-sncf-288x300.png 288w, https:\/\/comeup.com\/experts\/wp-content\/uploads\/2019\/06\/question-sncf.png 662w\" sizes=\"auto, (max-width: 288px) 100vw, 288px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">Un community manager de la <strong>SNCF<\/strong> r\u00e9pond, engendrant un bad buzz, repris par de nombreux m\u00e9dias, enflammant la toile : <\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\" wp-image-495\" src=\"https:\/\/comeup.com\/experts\/wp-content\/uploads\/2019\/06\/r\u00e9ponse-sncf-300x110.png\" alt=\"Erreur community management SNCF\" width=\"469\" height=\"172\" srcset=\"https:\/\/comeup.com\/experts\/wp-content\/uploads\/2019\/06\/r\u00e9ponse-sncf-300x110.png 300w, https:\/\/comeup.com\/experts\/wp-content\/uploads\/2019\/06\/r\u00e9ponse-sncf.png 640w\" sizes=\"auto, (max-width: 469px) 100vw, 469px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">Ou encore, <strong>Huawei<\/strong> qui nous souhaite une bonne ann\u00e9e 2019, en tweetant, depuis un <strong>iPhone<\/strong> : <\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\" wp-image-496 aligncenter\" src=\"https:\/\/comeup.com\/experts\/wp-content\/uploads\/2019\/06\/huawei-tweet-iphone-228x300.jpg\" alt=\"\" width=\"264\" height=\"347\" srcset=\"https:\/\/comeup.com\/experts\/wp-content\/uploads\/2019\/06\/huawei-tweet-iphone-228x300.jpg 228w, https:\/\/comeup.com\/experts\/wp-content\/uploads\/2019\/06\/huawei-tweet-iphone-768x1011.jpg 768w, https:\/\/comeup.com\/experts\/wp-content\/uploads\/2019\/06\/huawei-tweet-iphone-778x1024.jpg 778w, https:\/\/comeup.com\/experts\/wp-content\/uploads\/2019\/06\/huawei-tweet-iphone.jpg 1000w\" sizes=\"auto, (max-width: 264px) 100vw, 264px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">Le second tweet est \u201cplut\u00f4t dr\u00f4le\u201d, tandis que le premier<strong> engendre de r\u00e9elles r\u00e9percussions n\u00e9gatives sur l\u2019entreprise<\/strong>.<br \/>\n<\/span><span style=\"font-weight: 400;\">D&rsquo;o\u00f9 l\u2019importance de <strong>pr\u00e9parer un plan de communication<\/strong>, en cadrant une ligne \u00e9ditoriale, un ton\u2026 <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Bon courage pour le <a href=\"https:\/\/comeup.com\/categorie\/community-management?utm_source=article&amp;utm_medium=blog&amp;utm_campaign=art220619RS\" target=\"_blank\" rel=\"noopener\">d\u00e9veloppement de votre business sur les r\u00e9seaux sociaux<\/a> !<\/span><\/p>\n<p style=\"text-align: center;\"><a class=\"maxbutton-2 maxbutton maxbutton-bouton-noir\" target=\"_blank\" rel=\"noopener\" href=\"https:\/\/comeup.com\/categorie\/community-management?utm_source=article&#038;utm_medium=blog&#038;utm_campaign=art220619RS-bouton\"><span class='mb-text'>Trouvez votre community manager<\/span><\/a><\/p>\n<p><a href=\"https:\/\/comeup.com\/?utm_source=article&amp;utm_medium=blog&amp;utm_campaign=art220619RS\" target=\"_blank\" rel=\"noopener\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-3087\" src=\"https:\/\/comeup.com\/experts\/wp-content\/uploads\/2019\/04\/Baseline-Client-2-300x67.png\" alt=\"Retrouvez de nombreux professionnels sur ComeUp\" width=\"1299\" height=\"290\" srcset=\"https:\/\/comeup.com\/experts\/wp-content\/uploads\/2019\/04\/Baseline-Client-2-300x67.png 300w, https:\/\/comeup.com\/experts\/wp-content\/uploads\/2019\/04\/Baseline-Client-2-1024x229.png 1024w, https:\/\/comeup.com\/experts\/wp-content\/uploads\/2019\/04\/Baseline-Client-2-768x172.png 768w, https:\/\/comeup.com\/experts\/wp-content\/uploads\/2019\/04\/Baseline-Client-2.png 1340w\" sizes=\"auto, (max-width: 1299px) 100vw, 1299px\" \/><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Dans cet article, nous allons voir si d\u00e9velopper sa communication et son marketing sur les r\u00e9seaux sociaux est un risque&hellip;<\/p>\n","protected":false},"author":8,"featured_media":3045,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[857,6,7],"tags":[46],"class_list":["post-491","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-articles-blog-pour-les-clients-comeup","category-marketing-et-communication","category-reseaux-sociaux","tag-community-management"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.3.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Le marketing sur les r\u00e9seaux sociaux | Experts ComeUp<\/title>\n<meta name=\"description\" content=\"Le marketing sur les r\u00e9seaux sociaux : risque ou 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