Une approche praxéologique des métriques numériques : mesurer le community management pour quoi faire ?

Authors

  • Camille Alloing
  • Julien Pierre

DOI:

https://doi.org/10.14428/rcompro.vi9.54553

Keywords:

ommunity management, quantification, practices, evaluation

Abstract

This article analyses the ways in which community managers use the different forms of quantification of their activities, and those of their audiences, offered by digital platforms. This analysis of «digital metrics» is based on a survey (n=545) and a series of 22 interviews with community management professionals. It underlines the interface role of these communication professionals between the platforms and their organisations, the importance of these measures to direct their actions as well as their performative aspects.

Author Biography

Camille Alloing

Camille Alloing est professeur en relations publiques à l’Université du Québec à Montréal après avoir été maitre de conférences à l’IAE de l’université de Poitiers. Ses travaux s’intéressent aux mécanismes de production et de circulation de l’information dans les environnements numériques. Il a ainsi travaillé à analyser les méthodes de mesure et de gestion de la réputation en ligne, le développement d’une économie numérique des émotions par les plateformes web ou encore la construction de territoires numériques de marques par les organisations.

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Published

2020-07-02

Issue

No. 9 (2019): Mesurer la communication ? Ce que les outils de mesures font à la professionnalisation de la communication

Section

Dossier

License

Copyright (c) 2020 Camille Alloing

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