HEC-Ecole de gestion de l'Université de Liège
HEC-Ecole de gestion de l'Université de Liège

Comment industrialiser et systematiser une stratégie de réseau social adaptée et efficace afin de la rendre accessible aux plus petites entreprises ?

Masereel, Guyanne ULiège
Promotor(s) : Cadiat, Anne-Christine ULiège
Date of defense : 20-Jun-2016 • Permalink :
Title : Comment industrialiser et systematiser une stratégie de réseau social adaptée et efficace afin de la rendre accessible aux plus petites entreprises ?
Author : Masereel, Guyanne ULiège
Date of defense  : 20-Jun-2016
Advisor(s) : Cadiat, Anne-Christine ULiège
Committee's member(s) : Gruslin, Claire ULiège
CRISPIN, Steeve 
Mawhin, Marie ULiège
Language : French
Number of pages : 122
Keywords : [en] social media, social networks, Facebook, Twitter, content diffusion strategy, content types, RSS feeds aggregators, social network aggregators, number of like.
Discipline(s) : Business & economic sciences > Marketing
Institution(s) : Université de Liège, Liège, Belgique
Degree: Master en sciences de gestion, à finalité spécialisée en Digital Marketing and Sales Management
Faculty: Master thesis of the HEC-Ecole de gestion de l'Université de Liège


[en] For several years, social media and more particularly social networks have been interfering in our lives disrupting the traditional concepts of marketing.
The companies’ issues do not consist of approaching and interesting the customers anymore, but in being found in an excessive informative universe. It reveals that having a professional place on the Internet and on the social networks has become a necessity to keep one’s activity development in good condition.
In this study we’re studying the possibility for ColorWorld Network to mechanise and systematise an adapted and efficient social network strategy in order to make it accessible to smaller companies. With this aim in mind, three components had to be developed: strategic content diffusion week plans, the kinds of contents to diffuse and the selection, edition and diffusion tools.
Our study is mainly based on data collected from forty Facebook pages and forty Twitter accounts that belong to active companies on social networks.
Our analysis reveals that the Internet users seem to be more sensitive to Facebook publications during week days. Concerning Twitter, our study does not allow us to draw this conclusion. Moreover, the informative and entertaining contents represent the two categories that generate the higher number of ‘like’ whichever social network that is used.
Our results also suggest that in 96% of the cases, the kind of content combinations engendering the higher number of ‘like’ are the ones emphasized by a picture, and this on Facebook and Twitter. Finally, concerning the tools making the community manager’s job easier, our analysis show that the use of the RSS feed aggregators Netvibes, and bulk scheduling made possible by Hootsuite, would be the two tools that enable to reduce as much as possible the production and staff costs.



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  • Masereel, Guyanne ULiège Université de Liège > Master sc. gest., fin. spéc. digit. mark. & sale (ex 2e ma.)


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