COMMUNICATION ET RESEAUX SOCIAUX : UNE SYMBIOSE DE PLUS EN PLUS RECONNUE PAR LES ENTREPRISES MAROCAINES

Abstract

The growing popularity of social networks has succeeded in attracting large advertising investments by captivating more and more advertisers. This work aims to provide a number of insights into two topics. On the one hand, the process and the methods of creation of advertisements on social networks by the three telecom operators in Morocco: Maroc Telecom, Orange and Inwi. In this purpose, we chose to administer, to each of these actors, an interview guide to three persons in charge, one of the marketing department, another one of the communications office and a person in charge of the social networks. On the other hand, the measurement and comparison of the facebook pages of the three companies in question in order to formulate recommendations that can contribute to obtain a real performance of this new channel of communication which is social networks. The results obtained are set forth. A number of contributions, limitations and perspectives of research are discussed.

Keywords

• communication, social ad, social media, social networks, advertising expenditure, evaluation of the contents of a facebook page, sumorank.