What was your journey until taking on this role in the company?
I immediately had an impulse towards Marketing: in fact, I followed a path that from Economics led to Marketing and Communication. I studied Public Relations at the University of Udine and, after some smaller work experiences, I joined a technology transfer and startup incubation park. I then chose to attend the Master's in Digital Marketing: a well-organised and very educational course during which I had the opportunity to have professionals in the sector as teachers. During the Master's I worked in a B2B company and, just over 3 years ago, I joined Carr Service. Now I mainly deal with Digital Marketing, together with two other resources, one more operational and the other more coordination.
What do you think about social media in the B2B market segment?
Until recently, social media in B2B was almost unused. Lately I have been experiencing a new awareness towards these channels: we are starting to understand that they have potential and can be effective tools. I think this new approach comes from the fact that people are changing: today social media is a source of entertainment, news and research and those who work in B2B carry out these actions themselves. Our competitors are also present and active on the platforms, as this demonstrates the unlocking of this somewhat dated vision linked to social media.
Which social network is more in line with your business model and which is less?
The fundamental aspect is that Carr Service strongly believes in social media: the management shares our ideas and pushes us in that direction, leaving us freedom to create and implement content and strategies. As for the more operational part, LinkedIn is certainly our strongest social network: it is the cardinal platform in the B2B market where there are many resources to use. This is the channel in which we invest the most, also thanks to internal courses held directly by LinkedIn representatives. The most distant social networks are TikTok and X because they require graphic/media support. We are also working on Instagram because we see its potential, despite it being a little distant from us, and we would like to create interesting content on this platform too.
The data shows that having a low number of followers damages the brand image, what do you think?
I think that, externally, it is a number that still has its value: it is still a criterion for judging brands. Internally, especially for professionals in the sector, it is a fact that matters, of course, but not as much as the engagement and responsiveness of the community. Despite this, it is sometimes a metric held in high regard by company owners who perceive it as a measurement of good work. On LinkedIn we grow because we followed a strategy and took actions that aimed at the community.
How important are online reviews, are they important?
Before online reviews we relied heavily on word of mouth. Now they are important for Carr Service: we also try to encourage customers, suppliers and those who attend the academy to leave feedback. However, in B2B it is difficult to take targeted actions to increase the number of reviews. Personally I read them, especially on Google and Facebook when I look for services or aspects related to the territory.
Have you ever collaborated with professionals regarding the social sphere?
At the moment we do not have external support from agencies in the social sphere. We manage everything internally because we think that only by knowing Carr Service at 360° can we create content in line with our communication. For aspects such as graphics we rely on an external reality with which we are very comfortable. We like to collaborate with external professionals and agencies because there is a fruitful exchange of ideas and skills.
What are the future corporate communication projects?
This year we want to focus on Linkedin and move towards the realization of our strategies. Sales Navigator represents a challenge that we wish to pursue: a long-term project but one that we know can deliver important results. We also want to continue developing Instagram: we have started making reels and videos and we would like to move more and more in that direction, sharing more particular aspects of the brand. As regards offline, we have the desire to structure our office even better, continue training to improve our skills, always bringing new resources and strategies into the company.