{"id":48386,"date":"2017-10-17T14:00:00","date_gmt":"2017-10-17T18:00:00","guid":{"rendered":"http:\/\/isarta.com\/infos\/?p=48386"},"modified":"2017-10-17T15:13:11","modified_gmt":"2017-10-17T19:13:11","slug":"tweets-sponsorises-attention-aux-commentaires-negatifs","status":"publish","type":"post","link":"https:\/\/isarta.fr\/infos\/tweets-sponsorises-attention-aux-commentaires-negatifs\/","title":{"rendered":"Tweets sponsoris\u00e9s: attention aux commentaires n\u00e9gatifs"},"content":{"rendered":"

En 2010, Twitter lan\u00e7ait les tweets sponsoris\u00e9s<\/em><\/a>.<\/em><\/span> Accompagn\u00e9s de la mention Sponsoris\u00e9<\/em>, ces messages sont pay\u00e9s par des annonceurs voulant joindre une audience plus large ou diff\u00e9rente de celle constituant leur base d’abonn\u00e9s.<\/span><\/p>\n

<\/p>\n

16 octobre 2017<\/span><\/p>\n

Au fil du temps, Twitter a am\u00e9lior\u00e9 son offre concernant les tweets sponsoris\u00e9s,<\/em><\/strong> notamment avec l’ajout des cartes d’application<\/a>.<\/span><\/p>\n

Un probl\u00e8me reste toutefois constant par rapport \u00e0 ces messages commandit\u00e9s, soit les commentaires n\u00e9gatifs<\/strong> qui accompagnent r\u00e9guli\u00e8rement ceux-ci.<\/p>\n

Il suffit d’ouvrir Twitter et de consulter les messages<\/strong> qui apparaissent sous ce type de contenu pour constater la teneur des propos exprim\u00e9s.<\/p>\n

Dans les derni\u00e8res ann\u00e9es, les gestionnaires de communaut\u00e9s de nombreuses organisations<\/a>,<\/span> allant de Ribena<\/a><\/span> \u00e0 McDonald’s<\/a>,<\/span> ont v\u00e9cu la d\u00e9sagr\u00e9able<\/strong> exp\u00e9rience.<\/p>\n

Certains utilisateurs de la plateforme sont m\u00eame connus<\/a> <\/span>pour leurs attaques r\u00e9p\u00e9t\u00e9es<\/strong> contre les contenus payants publi\u00e9s par les entreprises.<\/p>\n

Le ph\u00e9nom\u00e8ne n’est pas propre \u00e0 Twitter.<\/strong> Les utilisateurs d’Instragram<\/a><\/span> ont parfois cette m\u00eame habitude de s’en prendre aux marques dont les messages sponsoris\u00e9s<\/em><\/strong> se retrouvent sur leur \u00e9cran.<\/p>\n

Qu’est-ce qui peut expliquer le ph\u00e9nom\u00e8ne? Que ce soit sur Twitter ou Instagram, le principe est le m\u00eame. Pour bien des utilisateurs, ce type de message est per\u00e7u comme une intrusion<\/strong> dans leur fil d’actualit\u00e9. Certains ne se g\u00eanent donc pas en retour pour faire savoir ce qu’ils pensent aux promoteurs de ces contenus.<\/p>\n

\u00a0<\/strong>S’assurer des conditions gagnantes<\/strong><\/span><\/span><\/h2>\n

Est-ce que la mauvaise exp\u00e9rience v\u00e9cue par plusieurs entreprises avec les tweets sponsoris\u00e9s<\/em> signifie qu’il ne faut pas les utiliser? Pas du tout. Il faut plut\u00f4t s’assurer que les conditions gagnantes<\/strong> soient en place afin que cette tactique s’av\u00e8re b\u00e9n\u00e9fique.<\/p>\n

Pour Catherine Gratton-Gagn\u00e9,<\/strong> sp\u00e9cialiste marketing de contenu pour la firme Adviso,<\/strong> il est important de ne pas se servir d’un m\u00e9dia social comme d’un simple canal de distribution publicitaire. Selon elle, les promotions payantes<\/strong> devraient \u00eatre utilis\u00e9es afin de donner une meilleure visibilit\u00e9<\/strong> \u00e0 un contenu qui est pertinent et qui s\u2019inscrit de fa\u00e7on coh\u00e9rente dans une conversation en cours:<\/p>\n

Twitter est une plateforme dont l\u2019utilisation nich\u00e9e comprend des codes<\/strong> de communication pr\u00e9cis.\u00bb<\/span><\/p><\/blockquote>\n

Sur Twitter, l\u2019instantan\u00e9it\u00e9<\/strong> et la participation \u00e0 une conversation d\u2019actualit\u00e9 en temps r\u00e9el est l\u2019essence des communications qu’on y observe\u00bb, ajoute-t-elle.<\/span><\/p><\/blockquote>\n

Toutefois, faute de respecter ces codes d\u2019utilisation et sans avoir un contenu pertinent<\/strong> \u00e0 ajouter \u00e0 la conversation, Catherine Gratton-Gagn\u00e9 ne recommande pas de faire une promotion payante,<\/strong> du moins si on souhaite \u00e9viter les r\u00e9percussions malheureuses comme les commentaires n\u00e9gatifs.<\/strong><\/p>\n

\n

La formation en lien avec le sujet:<\/span><\/strong><\/span><\/h2>\n

Gestion de communaut\u00e9: Twitter, Instagram, Pinterest, Linked In et Snapchat<\/span><\/strong><\/a><\/span><\/p>\n

<\/p>\n

 <\/p>\n","protected":false},"excerpt":{"rendered":"

En 2010, Twitter lan\u00e7ait les tweets sponsoris\u00e9s. Accompagn\u00e9s de la mention Sponsoris\u00e9, ces messages sont pay\u00e9s par des annonceurs voulant joindre une audience plus large ou diff\u00e9rente de celle constituant leur base d’abonn\u00e9s.<\/p>\n","protected":false},"author":2,"featured_media":19846,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[364,368,233,215],"class_list":["post-48386","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-articleswebrs","tag-formations","tag-gestionnaires","tag-instagram","tag-marketing"],"yoast_head":"\nLes inconv\u00e9nients de la pub sur Twitter<\/title>\n<meta name=\"description\" content=\"Sponsoriser des tweets n'est pas tr\u00e8s avantageux. 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Courriel: fnadeau@isarta.com","sameAs":["https:\/\/www.linkedin.com\/in\/nadeaufrancois\/","https:\/\/x.com\/FrancoisNad"],"url":"https:\/\/isarta.fr\/infos\/author\/fnadeau\/"}]}},"_links":{"self":[{"href":"https:\/\/isarta.fr\/infos\/wp-json\/wp\/v2\/posts\/48386","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/isarta.fr\/infos\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/isarta.fr\/infos\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/isarta.fr\/infos\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/isarta.fr\/infos\/wp-json\/wp\/v2\/comments?post=48386"}],"version-history":[{"count":0,"href":"https:\/\/isarta.fr\/infos\/wp-json\/wp\/v2\/posts\/48386\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/isarta.fr\/infos\/wp-json\/wp\/v2\/media\/19846"}],"wp:attachment":[{"href":"https:\/\/isarta.fr\/infos\/wp-json\/wp\/v2\/media?parent=48386"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/isarta.fr\/infos\/wp-json\/wp\/v2\/categories?post=48386"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/isarta.fr\/infos\/wp-json\/wp\/v2\/tags?post=48386"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}