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Communication 2.0 – Économique mais chronophage

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17 January, 2017
communication digitale-webmarketing

Non, ce n’était pas mieux avant !

Certains de mes clients, désormais conscients de l’importance du web et des réseaux sociaux dans leur stratégie de communication, sont étonnés du volume de travail à fournir pour être présent efficacement dans cet univers immense et toujours en mouvement des médias numériques.

Au delà de la complexité technique de certaines tâches à accomplir, c’est le temps à consacrer qui les effraie le plus souvent. En effet, “exister” sur la toile, générer des contacts et les transformer en clients est très chronophage. Malheureusement, qu’ils soient : travailleurs indépendants, professions libérales ou dirigeants de PME, ils n’ont généralement pas les moyens d’intégrer un communicant dédié à ces fonctions. Le salaire brut médian d’un “community manager” français en 2016 était de 28 000 € /an (source : “http://www.blogdumoderateur.com/enquete-cm-2016/).

Même si le recours à un professionnel de la communication est approuvé dans la majorité des cas, certains dirigeants que je rencontre, “traînent un peu la patte” lorsqu’il s’agit de régler une facture à un free-lance ou une agence pour exécuter les tâches devenues courantes aujourd’hui, à savoir : l’animation des réseaux sociaux, la rédaction d’articles originaux, la production de contenus (photos, vidéos, infographie), le référencement d’un site web, ou encore l’analyse des résultats, pour ne citer que ces exemples.

Ces tâches, externalisées, sont bien évidemment rémunérées, mais au regard de ce qu’il fallait déployer comme moyen humain et financier il y a moins de dix ans de cela, je leur rappelle qu’aujourd’hui pour quelques centaines d’euros par mois, chaque micro-entreprise ou PME peut communiquer efficacement au niveau local, national voire international.

Un professionnel saura mesurer et analyser avec précision et régularité le résultat des actions menées et, le cas échéant, modifier et ajuster finement le ciblage, les supports de communication et les messages de l’entreprise.

Les fondamentaux ainsi respectés et les dépenses en communication correctement gérées, le dirigeant aura tout intérêt à confier sa communication à un professionnel qui lui fera gagner, outre de la notoriété et de l’argent, beaucoup de temps précieux.

Didier Thénoux

Consultant et formateur en communication digitale

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