With this series "#FIELDREPORT"I am embarking on a format of spontaneous articles, where I will regularly share my perspective on the phenomena and experiences I encounter in my professional life.
The comments presented here are my personal opinion only and do not bind any of my clients. I wish to be more assertive than analytical, with the desire to debate with those who will be interested in the issues I raise.
For those interested in my work and services, I invite you to consult my website.
The pervasive economy of visibility
In this festive season, I am fully aware of a common phenomenon, which becomes almost unbearable as Christmas approaches: requests for partnerships without a budget.
Some of my clients are receiving half a dozen emails every day in early December, all asking for the same thing: to receive products/content for free in exchange for a "...".good visibility".
I'm XXX, from [Insert name of box, magazine or influencer]. We're launching a forward calendar [or other opera] on Instagram for Christmas.
We thought that you could give us 500 products for free and in exchange we will make you appear on our Instagram account (whose followers we bought) .
Are you interested?"
These emails are mixed in with the crowd of those sent by individuals who position themselves as "Influencers" and also offer to receive products free of charge in exchange for presenting them to their 382 followers...
Every time one of my clients receives one of these solicitations, I think with sorrow of the brands and entrepreneurs who will fall into the trap.
These organizations and individuals requesting free products can never guarantee any ROI on the operation they offer. Their subscriber base is unfortunately (sometimes) dubious, and I strongly believe that if their model worked, they would not just ask for free merchandise, they would get paid to promote it.
Finally, it's a basic principle: if it was effective and worked as well as these players promise, then they wouldn't approach you by e-mail!
I want to communicate, but I don't want to create content.
I work with nearly a dozen players on a daily basis (sportsmen, brands, personalities), in their digital communication. All the strategies and efforts deployed are based on one thing: the content..
Like many digital professionals, I consider that at the heart of every successful communication strategy, there is content ORIGINAL, aesthetic, entertaining and even (you can dream) useful.
PROBLEM : the content is expensive! Producing a video or creating a visual requires a budget and there is a great temptation to take a shortcut: republish other people's content (curated content), buy followers, then buy the likes that go with it...
To all those who pray for "buzz"On networks, I always have the same answer: on networks, the success stories all have as their starting point a content entertaining and/or emotionally engaging. This content is often worked on and created on a budget.
Digital or not, communication requires means and it is a question of not being misled by the immaterial nature of digital communication. In the age of video first...tinkering with its content and communicating without a budget has never been so impertinent.
The training of young communicators
I have been working in communications for 5 years and teaching for about 2 years. Teaching is an important part of my activity at the moment and I regularly work with young students of future communicators (especially BTS Communication).
My way of teaching was initially very classical and I was keen to structure a theoretical subject, which the students could mark, revise and restitute during the exams.
I have now decided to abandon this operation. The first reason is, I have never taken a single communication course and if I am a "teacher" today, it is only because of field experiences. The training organizations that employ me have bet on a professional rather than academic profile, and I am beginning to seriously believe that a theoretical approach to communication is hardly relevant in the digital age.
Training organisations specialising in communication are now looking to recruit digital professionals, which is certainly a good thing. However, trainers on these subjects cannot operate with the classical way of working: a fixed and validated theoretical content, which students can copy and restitute during exams.
Digital communication is linked to an ever-changing terrain. What works for one advertiser and one audience, has no guarantee of working for another. I am therefore convinced that preparing young communicators means instilling in them a taste for the digital world. trial and errorThe aim is to make them aware of digital culture and the tools that professionals use. A large part of my job as a teacher in higher education, I believe, is to take students away from their school work methods, to prepare them for the chaotic reality on the ground.
Indeed, only a few years into their professional integration, these young people are in need of definitions, theory and noted exercises. I rather believe that it is better to talk about projects, concrete cases, creations, tools and digital culture, so that these future professionals do not arrive at a job interview with a written document".junior"on their foreheads."
Are you looking to improve your communication? Accelerate a project? Contact me.