A thorough analysis of the mutation of the approach to social networks, from free expression of themselves, to professional daily appointment with celebrity, and an overview of the world of social networks used as the primary tool for powerful Personal Branding. In this thesis I analyzed the new social relations lived through the network and the creation of culture in the Internet world. They are the software to prepare and impose models of communication and artistic expression. Models from which, then, everyone can generate contents. I focused on patterns of use of Facebook, Twitter and YouTube as a new expression of yourself. I highlighted the interactions with networks of contacts, not to be only amateurs, but to express their professionalism. I explored the world YouTube in Italy: who exploited the potential of the media to receive popularity, the ways in which they maximize their popularity, and maintain high among their target. Who are the most popular YouTubers in Italy? What they managed to get? What goals have for the future? This is the new generation of professionalism, expressed from the living room, remembering that a star is built on the crest of socio-cultural wave. Finally, I provided guidelines on how to get the most out of Personal Branding in terms of feedback on Social Networking: how to make your name known, associating positive qualities, as well as a brand does with their customers, to optimize your ability to strengthen the brand and to use the tools provided by the platform.
Un’analisi approfondita della mutazione dell’approccio verso i Social Network, da espressione libera di se stessi, a professionale appuntamento quotidiano con la celebrità, ed una panoramica sul mondo dei Social Network utilizzati come strumento principale per un potente Personal Branding. In questa tesi ho analizzato le nuove relazioni sociali vissute attraverso la rete e la creazione di cultura nel mondo internet. Sono i software a predisporre e imporre i modelli della comunicazione e dell’espressione artistica. Modelli a partire da cui, poi, ognuno di noi genera i contenuti che vuole. Mi sono soffermato sui modelli di utilizzo di Facebook, Twitter e YouTube come nuova espressione di se stessi. Ho evidenziato le interazioni con le proprie reti di contatti, non per raccontare amatorialmente se stessi, ma per esprimere la propria professionalità. Ho approfondito il mondo YouTube italiano: chi ha sfruttato le potenzialità del media per riceverne popolarità, le modalità attraverso le quali veicolano la loro popolarità, la mantengono alta e intercettano il proprio target. Chi sono i volti più conosciuti di YouTube in Italia? Che cosa sono riusciti ad ottenere? Quali obiettivi hanno per il futuro? Si tratta della nuova generazione di professionalità, espressa dal salotto di casa, ricordandosi che una star si costruisce sulla cresta dell’onda socio-culturale. Ho fornito infine linee guida sul modo per ottenere il massimo dal Personal Branding in termini di riscontro sociale sulla Rete: far conoscere il proprio nome, associandogli delle qualità positive così come un Brand fa con i proprio clienti, ottimizzare le proprie capacità per rafforzare il proprio Brand, sfruttare gli strumenti messi a disposizione dalla piattaforma.
Marketing di se stessi sui social network
ROCCO, MARCO
2010/2011
Abstract
A thorough analysis of the mutation of the approach to social networks, from free expression of themselves, to professional daily appointment with celebrity, and an overview of the world of social networks used as the primary tool for powerful Personal Branding. In this thesis I analyzed the new social relations lived through the network and the creation of culture in the Internet world. They are the software to prepare and impose models of communication and artistic expression. Models from which, then, everyone can generate contents. I focused on patterns of use of Facebook, Twitter and YouTube as a new expression of yourself. I highlighted the interactions with networks of contacts, not to be only amateurs, but to express their professionalism. I explored the world YouTube in Italy: who exploited the potential of the media to receive popularity, the ways in which they maximize their popularity, and maintain high among their target. Who are the most popular YouTubers in Italy? What they managed to get? What goals have for the future? This is the new generation of professionalism, expressed from the living room, remembering that a star is built on the crest of socio-cultural wave. Finally, I provided guidelines on how to get the most out of Personal Branding in terms of feedback on Social Networking: how to make your name known, associating positive qualities, as well as a brand does with their customers, to optimize your ability to strengthen the brand and to use the tools provided by the platform.File | Dimensione | Formato | |
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2012_04_ROCCO.pdf
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https://hdl.handle.net/10589/55041