What was your journey until taking on this role in the company?
Mine was a particular path because I dropped out of studies and entered the world of work at 18, in the furniture sector. In two years I became responsible for part of the logistics of the company where I worked, although after some time I realized I wanted more, so I resumed my studies and moved to Rome. After graduating I got a scholarship and graduated in Sociology. At the time I was working in a restaurant which gave me the opportunity to cultivate my passion while also becoming a sommelier.
After graduating, I embarked on a new path starting from the back office and then covering the role of Area Manager for Italy and subsequently Abroad, always following marketing at 360 degrees thanks to my sociological studies. Now I am Marketing Director at Tomasella and I deal with every aspect of the sector: from worldwide marketing to editorial plans for social networks, both internal and for our partners.
What do you think about the use of social media in the B2B market segment?
In my opinion, in this market segment, communication takes place frontally, almost as if it were the main objective of using social media. For example, the reference target is often not taken into account and therefore a very generic communication is created that is not very focused on the end user. The biggest difficulty is keeping up with the generations and their way of perceiving the online world, from unconscious needs to ways of using it.
I like to compare social media to bars: each generation finds itself changing platforms to avoid networks and contacts with which they no longer have almost anything in common, just as when we were young we didn't go to the bars frequented by our fathers.
Which social network is more in line with your business model and which is less?
Starting from the assumption that each social media is created for a specific target, I don't feel like choosing one more in line with Tomasella's business model because they are different platforms with a different audience. Each content can be declined in multiple ways to capture attention: what works on Facebook may not work on Instagram and vice versa. The skill lies in making this notion one's own and creating special and useful content, in line with the way of communicating within each social network.
The data shows that having a low number of followers damages the brand image, what do you think?
The first evaluation parameter is certainly the number of followers. It must be taken into account, however, that this data must be contextualized within the reference market by considering factors such as the territory, the sector in which it operates and the type of fan base it has but also how long the company has been operating. It is better to have a small number but engaged and interested fans than a large number but few interactions on posts.
At Tomasella we give more importance to how followers interact with our contents, which is why we are always careful to understand the target and anticipate their needs.
How important are online reviews, are they important?
Reviews are an important tool that allows us to understand internally where the brand can improve or where it is already very strong. I believe it is essential to give people the opportunity to express their opinion on everything, without this becoming a sort of blackmail. It may happen that negative reviews are the result of conditions not caused by us, especially at this time following the flood that hit us and which delayed deliveries. This dynamic obviously unfairly penalizes us therefore, given that there are many determining factors, we should take them into account when reviewing and when reading the reviews.
Have you ever collaborated with professionals regarding the social sphere?
At Tomasella we have collaborated with various realities regarding the social sphere, relying on experts in the Triveneto area. It is important to be able to maintain focus on this aspect in order to monitor the results of the contents, which is why we choose to be supported by professionals in the sector who bring us external experience that enriches ours.
What are the future corporate communication projects?
We are currently choosing to dedicate ourselves to the management of our clients' social media, creating all the content and editorial plans. We would certainly like to be able to involve them in all Tomasella's green projects, starting from raising awareness in this regard. We want to continue investing in the quality and design of our products.