French companies get to grips with social networks

A group of France’s leading companies have come together to support a research chair in social media at Telecom Ecole de Management, the grande école situated outside Paris. The aim of the research will be to give businesses a better understanding of how social networks operate and how they can be integrated into corporate strategy.

Christine Balagué, e-marketing professor at Telecom Business School, will head the research, which has a budget of almost €1m over three years. Research will be focused on four areas, she says: metrics and models; understanding the changes in the way people use social networks; new tools and community management; and creating new marketing study methods.

The three corporate sponsors are La Poste Group, PagesJaunes Group and Danone, the food company. “In a digital world undergoing profound changes, Danone is looking to this partnership to accelerate its knowledge of social networks,” says Gwenaëlle Valmier, market research director. “With the involvement of the France marketing teams of Danette, Activia, Blédina, Evian and Volvic, Danone hopes this work will rapidly be put to good use in our management of brand relations with consumers.”

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