Même s’il vient d’être dépassé par Habbo, Facebook reste un outil exceptionnel et très utilisé. Compte tenu de la fréquentation, pourquoi alors ne pas l’utiliser dans une opération de communication ? Facebook ou les autres réseaux sociaux (ou tout ce qui constitue le fameux Web 2.0) d’ailleurs, le choix n’est pas restrictif. Voila environ deux mois que je teste ça, et voici un premier petit bilan…
Facebook comment ça marche ? On demande à des personnes que l’on connaît (ou pas) dans la vrai vie de devenir notre ami. Chacun de ces amis possède ses propre amis… Et, suivant le paramétrage de confidentialité de chacun, quelqu’un peut voir l’activité de ses amis, voir de tout le monde. Par activité, on peut entendre un message rapide à la Twitter (un tel est en train de faire ceci), ou encore le ralliement d’une personne à un groupe ou une page de fan.
Potentiellement, le public que l’on peut donc atteindre en quelques clics regroupe l’intégralité des utilisateurs facebook dans le monde entier (140 millon dans le monde, et plus de 400.000 en France).
Dans une première partie, le test que j’ai réalisé a consister à créer une page de fan, ainsi qu’un groupe, afin de voir la popularité (du Basket Causses Mendois en l’occurrence) sur un outil tel celui-là. Le bilan est mitigé, au moment de ces lignes, si l’on omet les doublons, ces deux pages regroupent un peu moins de 60 personnes. Pour que cela fonctionne mieux, il faut donc que chaque membre en parle à ses “amis”, et pour cela, il faut que les pages aient une certaine activité. Bref pour conclure, ce principe est pas mal pour gagner en visibilité, mais il est très chronophage.
La deuxième phase consiste à commenter son statut en glissant des URL. Là le résultat a été plus probant, même s’il faut pondérer la tendance. Je m’explique : au moment de la mise en ligne de la nouvelle version du site du club, j’ai marqué mon statut pour le signaler (au passage j’ai aussi prévenu tous ceux déclarés comme fan). Et pour ce jour là, les stats de visite du site ont doublé (selon Google Analytics). Alors est-ce du au fait de la découverte du nouveau site, ou réellement à un apport de Facebook ? Dans le doute je vais opter pour la seconde position, même s’il faudra renouveler l’expérience pour confirmer la tendance.
En guise de conclusion globale, comme dans beaucoup d’action de communication (sans budget, sinon c’est plus simple), l’utilisation des réseaux sociaux demande un travail de fond assez important (et fatigant car sur le long terme) pour un résultat qui n’est pas instantané. Mais après deux mois seulement écoulés, les résultats sont encourageant et poussent à continuer. En espérant que mes “amis”, et les “amis de mes amis”, et leurs “amis à eux”… jouent aussi le jeu.
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