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Telecom Italia and Social Media

06/09/2016 - 10:00 AM

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The system of interaction which has become established globally in recent years, increasingly requires equality to be ensured in communication between organisations and their stakeholders and constitutes a forum which a company like Telecom Italia cannot ignore, both in its relations with customers and stakeholders and as part of the country's cultural heritage.

Aware of the importance of the new communication channels, this year the Group has further refined and strengthened its presence within them, using them in an increasingly integrated way with traditional media and making the most of their potential for dialogue in relations with its stakeholders: customers, suppliers, institutions, emerging players on the Internet (young talents, entrepreneurs, web early adopters, research centres, incubators and financiers, universities, hi-tech companies), opinion leaders (bloggers and journalists), public and private entities, who are able to innovate and promote sustainable development.

Stakeholder involvement objectives and strategies

The purpose of communication with stakeholders is to make the opinions of Telecom Italia known in the digital world, in relation to the most topical social issues, in respect of which the Group puts forward its own original vision of development and social responsibility.

Telecom Italia plays an active part in disseminating Web culture, in order to contribute to the development of innovation and the digital ecosystem by:

  • communicating in a way that is suited to the language of the Internet, which is increasingly social and driven by dialogue;
  • involving users and opinion leaders in both online and offline communication initiatives;integrating digital initiatives with the media and the more traditional forms of contact, with a view to developing a true multimedia communication system between the various environments;
  • ensuring its presence in the social media with corporate and listening initiatives associated with its brands as well as initiatives that make people's lives easier (i.e.  Twitter Team), spreading a culture of communication and underlining its value to society.

All of this is constantly monitored using Key Performance Indicators (KPIs) and feedback from Internet users, which allow the company to guide the evolution of its initiatives based on the transformations of the social ecosystem of which Telecom Italia is a part.