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Twitter : questionnement sur les usages par les professionnels de la communication

Abstract : Internet has created a profound transformation of the relationship between individuals and organizations, as we can see, since the late 1990s, the emergence of successive consom'expert of consum and consom'auteur (Maillet 2008 ). A period effect is then passed to a genuine restructuring of power relations between organizations and citizens. Initially focused on the intrinsic characteristics of their product offerings and services, organizations have had to evolve on their discursive register to consumers. These should reflect the will of individual participation in their strategies, including their communication strategies, will often relayed on the Internet by multiple blogs and especially social networks. The 2000s were also marked by the explosion of digital media that is combined with the evolution of the Internet to digital social networks considered. Named "Convergence" in the United States (op), this movement puts at the center of strategic thinking the idea of ​​participation between organizations and their stakeholders. In this context, and in relation to the scope of our research, we noted that most studies of the impact of the Internet on organizational communication, both externally and internally, are more focused on blogs, forums and Facebook in social networking. This is true both at the international and national level. At the sight of the first state of the art analysis of the strategic use of Twitter by communication professionals to external and internal, appears to be inadequately treated. The study we propose can be seen as a first approach to fill this gap, which should necessarily deepen. Our research examines the relationship between DISTIC (socio-technical devices Information and Communication ARASZKIEWIEZ 2003) Twitter, practices and communication strategies of organizations, with the central issue: "For professional communication organizations , what the potential DISTIC Twitter in its strategic and operational dimensions of internal and external communication? ". In terms of methodology, we developed a case study of instrumental types (MUCCHIELLI, 1996) where, from a selection of some of the materials of the case, we will try to show the explanatory dimension confirmatory theoretical models already built by other researchers and make a heuristic approach on a corpus of 53 usable questionnaires, supplemented by an analysis of the relevant websites. Our testing ground, the AFREP (French Association of Public Relations), is the oldest and largest association of professional communicators of the Riviera. Its members are professionals in the field of communication dealing with different and complementary functions (directors of agencies, communication consultants, communication directors, heads of public relations and media relations) within large companies, institutions and agencies among the largest in the Alpes Maritimes. The first part of this chapter provides a theoretical contextualization of the study in terms of the socio-technical imaginary defined FLICHY (2001a & b), in the line of work we have carried out on Google (DUVERNAY & Dumas, 2009), from historical two major social networks such as Facebook and Twitter. Concomitantly, the second part of chapter questions the mode of integration of Twitter by communication professionals in terms of external communication strategy of an organization. A reflection on the position of the social network in terms of internal communication and managerial implications is first presented in the third section of this chapter. The last part can discuss all the results obtained in the previous two sections, from a theoretical point of sociotechnical imaginary presented in the first part.
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Franck Debos, Daphné Duvernay, Frédéric Ely. Twitter : questionnement sur les usages par les professionnels de la communication . Nicolas Pelissier; Gabriel Gallezot. Twitter - Un monde en tout petit ?, Harmattan, pp.135-162, 2013, Communication et Civilisation, 978-2-343-00253-8. ⟨sic_00843892v2⟩



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