I interviewed - Digital Strategist, Author and Speaker based in Zürich - on the state of social media inside large enterprises in the Swiss market.
Since the early 2000s the use of social media in Switzerland has changed substantially. "At the beginning a significant part of my work was focused on proving that those technologies were business relevant. Over the last two years however, I have seen social media increasingly becoming a part of the mainstream business environment. Companies understand that they need to use it as part of their business communications because this is the way their key stakeholders want to interact."
Yet, Lardi believes that the strategic element is not there yet. "Most organisations that I have had experience with use those channels mostly for Marketing and PR, whereas I see their potential across the entire business value chain."
I want my own channel
Another growing trend that Lardi has seen since the end of the last year pertains to the companies that are more mature in social media use, "the enterprises with large Facebook or Twitter communities, for example."
She notes that those businesses are now developing their own channels. "Instead of relying on third party platforms they want to have the community posting on their own environment."
This applies both internally and externally. "I have been seeing many companies building customised employee applications as well as trying out new ways to channel customers' interactions within the corporate domain."