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Le CM, un avenir professionnel prometteur

Comment font les collaborateurs d’une entreprise pour communiquer en interne ? Les réponses ne sont pas les mêmes d’une structure à une autre. Mais une tendance s’est confirmée depuis quelques années : le recours de plus en plus aux réseaux sociaux d’entreprise. La gestion de communauté web semble ainsi constituer un avenir professionnel prometteur.

Les petites structures s’y mettent aussi…

Pour créer une cohésion sociale entre ses collaborateurs, de plus en plus d’entreprises entrent dans l’univers RSE, en se dotant de divers outils de communication sociale en interne. Ce qui laisse croire à l’apparition d’une nouvelle tâche, celle d’animateur de communauté web en interne.

Il faut cependant le reconnaître, la grande partie des entreprises adeptes de ce « système » sont de grandes structures. Un baromètre daté de 2012 avance une proportion de 52% des sociétés de plus de 100 000 personnes. Mais les petites structures de moins de 1500 personnes entrent de plus en plus en scène, avec une proportion qui devrait aujourd’hui dépasser les 10%.

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Sans créer un nouveau poste

Mais qui s’occupe de la gestion de communautés web au sein de ces organisations ? Il faut directement le dire, la quasi-totalité confie cette tâche à des responsables de communication interne ou à des membres de ressources humaines. Faut-il donc abandonner l’idée de voir un jour un poste de community manager interne pour s’en occuper ? La réponse est non. Une bonne partie des entreprises affirme mener une véritable réflexion stratégique en la matière. Ce poste existe déjà, par ailleurs, dans de nombreuses organisations, en dépit d’une vitesse de croissance moins élevée.

Les options

A chaque entreprise son ou ses RSE. L’Oréal, par exemple, a opté pour deux solutions. La première est appelée Sharepont. Elle est utilisée, seulement, pour le partage de documents et d’informations. La seconde, appelée Blue Kiwi, est l’option la plus complète, permettant, entre autres, l’interaction, la découverte des fiches de ses collaborateurs, la recommandation de personnes et des contenus et l’obtention de réponses à diverses questions. On ne sait cependant pas si le groupe fait appel ou non à un animateur de communauté web externe. Le choix s’est porté sur une solution similaire à Blue Kiwi chez Alcatel-Lucent et la société de conseil Accenture, entre autres : Yammer.

Le management des RSE, incontournable

Le management des RSE, incontournable

L’utilisation des RES a permis à bon nombre d’entreprises de réduire les coûts et d’améliorer les dynamiques de travail. Elle a, cependant, ses revers. Certains employés n’hésitent pas à utiliser ces solutions de manière abusive. Ce qui peut souvent causer la réduction des interactions physiques. Dans le baromètre de 2012 par ailleurs, 10% des sociétés seulement, utilisant les RSE arrivent à en prendre vraiment profit à cause des dérives de certains utilisateurs. Des dérives qui peuvent pourtant être évitées avec un véritable spécialiste en gestions de communauté web.

En somme, Les RES est un excellent canal de communication à ne pas s’en privée à cet ère de la nouvelle technologie. Petites et grandes structures s’y mettent malgré les quelques dérives qui ont découlées de certaines pratiques dernièrement.

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