What was your journey until taking on this role in the company?
I obtained a degree in Literature and initially worked within an advertising agency focused more on communication through television and radio. I was in charge of public relations and the press office, therefore I followed numerous clients who accompanied me during my fifteen-year journey as a freelancer spanning various fields. During the Covid period I attended a master's degree and took the opportunity to update myself on the digital world. I joined Eurosystem about three years ago: here I found space to grow further and to set foot in a sector that was new to me. The first project was the rebranding and merging of the different areas into a single social channel present on multiple platforms. Now I work both online and offline and manage a team of seven people who deal with the different aspects related to the social world, from graphics to management.
What do you think about the use of social media in the B2B market segment?
Personally, I strongly believe in the use of social media in B2B, always taking into account that there are platforms more or less suitable for institutional language. Many of Eurosystem's competitors do not use social channels much while we try to be present on most. Instagram, for example, is used very little in the sector because perhaps it is still perceived as a distant reality with a very young audience. Now we are starting to use LinkedIn's Sales Navigator but not yet on a broad basis and without a particular strategy to support the activity.
Which social network is more in line with your business model and which is less?
LinkedIn is certainly the platform most in line with Eurosystem and we would like to be able to create a more complete strategy for this social network, managing to understand its dynamics and the best language with which to communicate. Instagram helps us make the brand more "human" and therefore convey a more direct, simple but effective message and involve the public. TikTok and Pinterest are perhaps the most distant, even if the former is aimed at a target that will soon enter the world of work and therefore expects to be understood and seen. I believe that the secret is to be able to be present on the main platforms but always in a different way, therefore studying different contents suitable for each social network.
The data shows that having a low number of followers damages the brand image, what do you think?
I find that the number of followers is not a very important figure: it is quality and interactions that make the difference. Having an "off" and inactive audience can damage the brand's image more than a low number of followers would. At Eurosystem we focus on the enormous value of having a community that participates, interacts and responds to content, be it stories or posts. Probably those who don't work or don't know the marketing and social media field tend to overestimate the importance of the number of followers, perceiving it as a yardstick and indicator of quality.
How important are online reviews, are they important?
The review is a theme that has different facets based on the sector in which it operates: in Eurosystem the testimony counts more than the review. We are now carrying out a project in collaboration with our customers where, through video interviews, we tell the story of the company and the partnership. Personally, however, I look a lot at online reviews using Tripadvisor and I also try to write about them when I travel, thus sharing my experience with other web users.
Have you ever collaborated with professionals regarding the social sphere?
At this moment Eurosystem's social sphere is managed internally by a team of excellent resources who work and create content that is always targeted and consistent with the strategies. Being able to stay up to date in such a fast-paced world is an important challenge but it allows us to continuously learn, studying and learning how to best develop social channels. We collaborate with companies that deal with lead generation and who, therefore, are looking for customers interested in our products or services.
What are the future corporate communication projects?
In recent months, at Eurosystem we have paid particular attention to the study and analysis of artificial intelligence in the context of marketing, with the aim of acquiring an in-depth understanding of the emerging dynamics in this rapidly evolving sector. In parallel with this initiative, we are currently planning the establishment of a department specifically dedicated to the applications of artificial intelligence in the field of marketing, in order to capitalize on emerging opportunities and offer innovative solutions to our customers. In addition to these marketing projects, we actively engage in several projects and tours focused on cyber security and immersive technology. We collaborate closely with the Postal Police and other strategic partners to develop advanced solutions aimed at guaranteeing cybersecurity and promoting the responsible adoption of immersive technologies.