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  • Matthieu Pinauldt 9:00 am on October 15, 2013 Permalink | Reply
    Tags: facebook,   

    The Differences between Facebook and a Private Social Network 

    Estimated Reading Time: 7 minutes

    The companies willing to start social communication channels with their clients look for the value of social tools to create commitment or entailment with their brand or product. The diffusion of innovations, promotions, clients attention, etc. through Public Social Networks are good in order to improve the brand image or sales. However, there is an area where public social networks demonstrate their limits: the creation of a community around a related area of interest with their company.

    We often hear that Private Social Networks  are like a ‘tailored Facebook’. But Private Social Networks are much more than that and they add various possibilities to your business.

    Besides the issues of security and confidentiality, a private social network can offer a company the necessary features to create a personalized community where its clients, current or potential, can be grouped around a specific topic in which they all share interest.

    It is important to know the differences between a public social environment like Facebook, and a space like a Private Social Network. The following table displays the differences between public social networks and private social networks.

    Facebook Company Pages Private Social Network
    Personalized Design MEDIUM. Depending on Facebook design codes. COMPLETE. It is important to create an exclusive customization using the codes from the company.
    Retention Views LOW. In Facebook the users are not only exposed to main content, but also advertising, recommendations, third party sponsored links, etc., that distracts attention and increases indifference. HIGH in the case of an active and vibrant community. The links can direct members to products and services.
    Attraction of New Members HIGH. Thanks to publicity and timeline interactions, Facebook allows its pages to go viral. Although, they are always limited to Facebook members. HIGH. A Private Social Network platform must be capable of interacting with main social networks. With Zyncro, for example, you can publish important messages directly to Twitter or Facebook.
    Data Confidentiality LOW. Shared information belongs to Facebook. HIGH. Data always belongs to the company, the platform is hosted in a cloud or on site.
    Member Information VARIABLE. Depending on the level of privacy.  Sometimes, rather than seeking real interactions, users snoop or browse around. SPECIFIC. The community members can determine their profile and privacy depending on the use they want to give to the private network.
    Interactions between members of the community MEDIUM. In general, comments between members are reduced and interactions are closely related to members’ private lives. STRONG. The members are more engaged as they are grouped around specific common interests. The private sphere is not part of the community.
    Interactions between members of the company Low participation.  To connect with colleagues on Facebook is perceived as an invasion of privacy. The conversations between members are not usually about company issues. VARIABLE. The company can decide whether or not to include its employees in the conversations and answers with clients.
    Privileged access to the community LOW. Any Facebook user can set up a company page. Those groups constructed in Facebook are not appropriate for professional communities. STRONG. The communities are only open to company clients, subscribers, etc.
    Loyalty and retention capacity of the public HIGH. A Facebook page is an activation leverage of undeniable communication. VERY HIGH. A private community is high value service offered by a company to its clients that allows interaction with other consumers and members of the company.
    Analysis HIGH. Facebook can fully evaluate the impact of each message and the generation of social actions (likes, comments, actions) HIGH. Private Social Networks allow you to know everything about your community: what the most active groups are, who are the ambassadors of your brand, how to increase membership, what is the impact of each piece of news published, etc.

    Facebook and Private Social Networks are not in competition. The role of Private Social Networks  makes sense from the point that public networks are inadequate. Together they can form a great team to help you shape your community: Facebook will help you attract your Private Social Network members, a Private social Network will help you develop a close relationship with them.

    If after revising this information, you are convinced of the benefits a Private Social Network can have for you clients, we still have more data to show you. And if you are already convinced, try Zyncro now for free or request a demonstration and let us show you everything that you can do with your community.

    Matthieu Pinauldt (@mattpinauldt) is the Marketing Manager at Zyncro France. After various experience in big companies and converting into a businessman,  he joined Zyncro’s team in order to help develop Zyncro at an international level.  He has a Master in Innovation Management from the University París Dauphine, ENS Cachan and Mines Paritech. He is an expert in Social Networks and issues related to innovation.


  • Jose Manuel Perez Marzabal 9:00 am on July 18, 2013 Permalink | Reply
    Tags: , facebook, ,   

    Legal aspects to consider by developers and applications for Facebook 

    Estimated reading time: 4 minutes

    The possible legal responsibility of platforms for developers with the launch of apps represents a problem still characterized by a lack of legal security. We will look at compliance with the platform’s standards by developers and applications, focusing specifically on Facebook.

    Since the App Store opened, the number of app repositories has grown at an amazing rate, resulting in numerous transnational business models.

    (More …)

  • Joan Alvares 9:00 am on August 30, 2012 Permalink | Reply
    Tags: facebook, fans, , followers, ,   

    Buy friends 

    Estimated reading time: 3 minutes

    Worried about your company’s image on the social networks? Concerned about your online reputation? Or to the point… Need more fans on Facebook? Don’t worry, that’s no longer a problem. Buy users in bulk, call them friends and enjoy the taste of popularity.

    It seems like a parody of a shopping channel advert, but it’s completely true. Webs like Marketing Heaven offers companies the option to buy packs of users ready to click “Like”, follow or watch a video on YouTube. As many as you can afford. The most crazy thing is that, as a guarantee of quality, they highlight that the users are real. In other words, not generated by some robot. This has got me thinking about the level of barbarity with which the Social Networks has trivialized words as basic as “friend” or “follower”. At the risk of seeming anti-social, I don’t think anyone can cultivate more than five Friends (in uppercase) at the same time. And it seems to me that being someone’s Follower is more than just subscribing to their daily comments or, much less, putting up with advertising in exchange for a few cents.

    The other day I witnessed a discussion between two community managers, after a heated exchange of arguments, that was boiled down to a “I’ve got a bigger one (page).” It seems that within the trade, managing or having managed a page with more fans gives them greater moral authority over their colleagues. At one point in the argument, my curiosity lead me to interrupt them to ask whether it wasn’t that like measuring the level of a chef by the number of people he had served. And suddenly, by magic, both teamed up to shoot down my argument with another that seems to me to be rather clear and revealing: community managers are not hired to cook, rather than to fill the restaurant. And you know that people always go the restaurant where there’s a line. For the same reason, the first thing we do when we check out a wall is look at the number of fans. So, if you’ve got the chance and the money, don’t think about it twice: buy friends

    Joan Alvares is founding partner of Poko and lecturer at Istituto Europeo di Design


    • Mark 10:15 am on August 30, 2012 Permalink | Reply

      Yup, buying fans seems like a common practise nowadays.

      As long as you’re using the right company you will not run into trouble.

  • Jose Luis del Campo Villares 10:49 am on November 30, 2011 Permalink | Reply
    Tags: facebook, , ,   

    Be social, my friend, be social 

    Estimated reading time: 4 minutes

    What I wonder today is whether organizations that are present in the social media really know what it’s all about.

    I fear that many companies limit themselves to checking out at what their competitors are doing on the social networks in order to appear ‘more social’. This is their biggest mistake, reason to make many organizations believe that social networks are a complete waste of time. Organizations need to realize that to be present in social media, you need to ‘be social’ and not just ‘appear social’.

    Opening a Facebook profile or a Twitter account may bring us closer to social media but it doesn’t mean we’re more social, just that we appear to be.



    ‘Being more social’ involves a way of working, thinking, sharing, interacting… both with customers and suppliers and the whole surroundings. Both the company and its members need to take it onboard.

    It doesn’t mean arriving one Monday to work and deciding to be more social, opening a Google+ account. That’s simply ‘appearing more social’.

    It’s like being Catholic or Muslim or any other religion: it’s not about going to church or a mosque once or twice a year; it’s about actively choosing a lifestyle, a behavior and a specific way of thinking, making them your way of being.

    When companies and organizations grasp that they need to change their corporate culture to a more social one, they’ll realize that that’s the real key to success in social media. Some companies see social media as tools for pretending as opposed to tools for change, it’s obvious that they are only going to fail at it.

    Changing the organizational culture lies with the people, not the tools. So for a company to be more social, its members need to believe in being more social and become involved in the whole idea, that goes for the leader of the organization right down to the recent incorporation.

    ‘Appearing social’ is something that can be simulated very easily with the different social networks, while ‘being social’ involves changing the internal and personal way of interacting.

    Appearing social doesn’t lead to anything;
    being social does…

  • Jose Luis del Campo Villares 9:54 am on September 14, 2011 Permalink | Reply
    Tags: boss, facebook, , ,   

    The boss should know what Social Media is really about 

    Estimated reading time: 3 minutes

    Aside from the fact that it is a risky choice that becomes more necessary each day, when an organisation decides to enter into Social Media, it should have based its involvement decision on clear objectives that the boss (in other words, the manager) making the decision will have evaluated and analyzed based on the information presented to them by the members of their team.

    Sometimes, the manager responsible for implementing Social Media within organisations needs to present to their superior before tackling the Internet as it is they who will be making the final decision as to whether the project  is carried out or not.  In my opinion, there are bad decisions being made in many organisations because many managers are agreeing to involvement with Social Media without having a clear understanding of what it means and without knowing what the objectives are or how much it will cost, thus generating expectations which will be impossible to meet.

    Many managers, especially those who are not up to date with social communication channels, limit themselves to accepting or rejecting ideas based on numbers they are presented with: achieving 1,000 fans on the organisation’s fanpage or 1,500 followers on the Twitter account, as if this were the (end) objective of the marketing 2.0 strategy when it is actually just a means of increasing the company’s business figures (the final truth).

    The Social Media manager of a company is able to ‘sell’ with quantifiable information that can indicate the level of success or failure but at that point, the information becomes the “objective or goal” of using social media and that in itself is a serious mistake.

    If a company moves into business 2.0, it implies a change of attitude, another way of doing things and another way of interacting with the client from how it has been done up until now.  This for sure, means that change in the company culture will take place.  This is the ultimate goal for Social Media, not obtaining 1,000 fans on the Facebook page.  Those are channels for achieving an objective.
    Many organisations are failing at their 2.0 strategies because the person who made the decision did not know the reasons behind the change at the time, nor did they know how to quantify whether it was worth it or not.

    When an organisation moves into Social Media, every single one of its members should do so also.  The involvement will vary depending upon the position of each member but without a doubt, the manager should understand the concepts.  Social Media is not a fanpage, a Twitter account or a corporate blog…, it is an organisational culture change as well as a change in the way things are done which will lead to different results.

    Moving towards marketing 2.0 is not a “sprint” for reaching 1,000 fans in one month, nor is it a “marathon” for seeing where we want to be in 4 or 5 years time.  It is simply a change in the way things are done within the business, and how the business interacts with its environment at the same time as changing its internal organisation.  And without a doubt, the boss who who makes this final decision should be knowledgable on the concepts and share belief in the idea…

    It is the mission of the Social Media manager to explain to executive management what this change really implies.


  • Agustín Bosso 10:10 am on September 12, 2011 Permalink | Reply
    Tags: , , facebook, , , , , , ,   

    Which social networks should an enterprise social network be integrated with? 

    Estimated reading time: 4 minutes

    Zyncro‘s evolution as a product involves a definition phase of requirements for the new functions that will be included in each new version of the application.  Customer and user requests,  the established roadmap for product development, the network and 2.0 environment reality applied to the business environment are all taken into account during the process.

    Bearing these three factors in mind, the next Zyncro evolution, version 3.1, is aimed towards better integration with other social networks from a corporate perspective, among other features.

    The preview of version 3.0, in which the company and departments sections have been developed within the social intranet, will be in line with the connection with the world 2.0 found outside those corporate systems but that still form a part of the complete structure of an organization.

    Given the number of integrations already developed:

    and thanks to the flourish of social networks as a corporate communication channel, here at R&D in Zyncro we feel it is necessary to integrate our platform with new 2.0 channels.  The new integrations in Zyncro version 3.1 will include:

    • Like” button on the microblogging system messages and comments: To maximize participation in the system and evaluate corporate contribution without needing to add new information.
    • Integration with RSS: A standard blog and webpage reading and news exchange format. With this integration, web updates using this system can be published automatically on any work group.
    • Integration with Facebook pages (fan pages): For companies that have this type of page on Facebook and use it as a corporate communication channel as well as a digital marketing tool, they will also be able to publish automatically (without the need for manual intervention) including updates sent to their fans, customers or followers, in an internal work group.

    All of this is largely thanks to the use of ZyncroApps, which allow organization administrators to decide which integrations they want to activate within their internal social network and those that they do not.

    In your opinion, which social networks should be integrated into a corporate social network?  What do you think about our choice of new integrations?  How do you feel about the integration of these environments within a professional and corporate one?

    In a few weeks we will be able to enjoy the new version 3.1, which is more 2.0 than ever…

    Are you ready to be even more interconnected?


  • Patricia Fernandez Carrelo 12:07 pm on April 20, 2011 Permalink | Reply
    Tags: , , , content curator, , facebook, , , , , , , , ,   

    Strategist, community, curator… which one do we have at Zyncro? 

    Estimated reading time: 3 minutes

    Over the last few days there has been much spoken about communication 2.0 in the Zyncro blog, about the new ways to narrate events, about the values that define this type of communication and even about the integration between on and off marketing.

    But at Zyncro we like to talk about the theory as well as the practice, right down to what would be of interest to our readers as a practical case study from which to learn, to discuss not only “what” but also “how“.

    So, after publishing A story about how we use Zyncro, at Zyncro slightly more descriptive than How Twitter Employees Send Their Tweets… ;-))  we would like to explain how we manage the best part of our digital content.

    The strategy we follow at Zyncro basically consists of being present and contributing, and our efforts are distributed as follows:

    To make all of this happen, Zyncro has a team of professionals coordinated ultimately by Lluís Font himself of course :) – that are responsible for these tasks as well as generating high quality content every day, each with their own additional responsibilities.   As Julius Caesar used to say: divide and govern.

    So, in the Zyncrommunity (community created within Zyncro for the exchange of knowledge and experience about the meaning of the 2.0 company), when the question who is the Zyncro “community manager” was asked, it became complicated to answer.  It is difficult to name each of the people that manage these issues.  From our point of view the job titles only provide a face-value and what is important is a person’s performance: their methods, their objectives, their achievements… not so much their job title.

    • At Zyncro we try to talk to our followers, respond to our clients and suggest ideas to them via the social networks and blogs (we are community managers).
    • At Zyncro we aim to keep up to date with new digital marketing strategies and we redirect our own ones in relation to the results (we are social media strategists)
    • At Zyncro we generate and compile knowledge about the 2.0 company: we monitor key terminology, we read and extract knowledge from blogs and LinkedIn groups, select favourites on Twitter… (we are content curators)

    But as a team :).  And I am not saying that we are perfect because I do not think anyone is…  but this is our way of doing it .  What do you think?  Calling Social Media Experts… we await your comments! :)

  • Patricia Fernandez Carrelo 10:30 am on February 22, 2011 Permalink | Reply
    Tags: , , facebook, ,   

    Facebook effect(iveness) 

    Estimated Reading time: 5 minutes

    Two weeks ago, the presentation on The Facebook effect took place at Barcelona Activa, taken from the book by David Kirkpatrick.  During this entertaining conference lasting over two hours (including questions round) a review was carried out as to the evolution and characteristics of Facebook, the Marck Zuckerberg company that is connecting the world.

    I will leave you a few ideas that Kirkpatrick exposed about this social network (it does not mean that I do not share in it but I did feel that they were well represented or at least they drew my attention to them).  If you were there and you wish to add more interesting facts… do not hesitate to do so!

    • Facebook is a tool that empowers users the power of communication.
    • Amoung the differences it has with Twitter, it was found that those on Twitter want an “audience“, whilst on Facebook it is the “sharing“ that is sought.
    • Facebook is “the most targetable tool in Social Media“.  This means that for Social Media Marketing working within this platform allows you to reach you potential client a lot more precisely.
    • Marck Zuckerberg hates advertising (although he lives off it) and this is the reason why it makes the web integrated advertising experience so powerful, without it being intrusive or annoying.  Facebook will continue to work on this.
    • In future, Facebook wants to achieve that its Credits becomes valid in any location, but in the real world!
    • Facebook is a tool that is constantly evolving (PlacesMessages…) and it is this strategy that will continue to influence the social networks although on occasion it may be annoying for the user as they will need to re-learn how to use it.   This means that we find ourselves using yet another tool in an eternal beta phase.
    • The searches will turn into socials and Facebook knows this: the more personal information made available by the person carrying out a search, the better the results.  Facebook is also working on this.

    But in addition to this information, from a historic perspective (dates, countries, user numbers…) and Kirkpatrick’s vision about this social network, the American writer and speaker also proposed the following concept that struck me:  “Facebook as a Social Software for the enterprise“.

    According to Kirkpatrick, in the USA Facebook is being integrated as a business tool: the employees being involved from a personal and professional perspective, create private work groups using this platform and thus exchange information about their company projects…

    It is difficult for me to visualize the balance of the different aspects of life in one single social network, family, friends, work… Not forgetting the level of privacy that a social network like Facebook offers in a professional environment, in which the concept “data protection” demands a stronger enforcement than just a mere expression.  Because of this I ask myself if Facebook really can meet the communication needs of the human race, on all levels, in all environments.  Is this the effectiveness that they wish to achieve for the followers of the social network?

    In my humble opinion, for any human being, the segmentation of their interpersonal relationships into “significant” categories seems most appropriate. Facebook for friends, colleagues or ex-colleagues, acquaintances or contacts on a more personal level. Twitter for  contacts that share personal or professional interests. Linkedin or Xing for networking. And Zyncro… Zyncro for my company’s work groups.

    An almost “classic” distribution of social relationships that has now been enriched by the space provided by Zyncro: a new experience in which the 2.0 company has the opportunity to have a professional social network available they makes the revamped communication channels of the 21st century be experimented upon within the working environment.

    What do you think?  Do you believe in “Facebook effect(iveness)” more than I do?

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