Directed by Christine Balagué, a Telecom Business School faculty member, this chair will focus on social networks and their integration within corporate strategies. This project is supported by the groups Danone, Groupe La Poste and PagesJaunes Groupe and has been allocated a research budget amounting to almost one million Euros over three years. It also associates multidisciplinary faculty members from the other schools of Mines-Telecom Institute (Telecom ParisTech, Telecom SudParis and Telecom Bretagne).

The Financial Times has already published an article on this chair.

An Innovative Project

The aim is to focus research on a better understanding and use of social networks by companies, by means of innovative scientific methods. Therefore, in the marketing field, four specific priorities will be addressed: 

• The dissemination of information on social networks;
• The users’ habits and behavior;
• The new management tools;
• But also new methods for marketing studies, resulting from the rapid change in social networks.

This research work is now considered essential in a company’s strategy, both to manage the relation between the brand mark and its consumers and to position itself as a responsible economic actor. These studies, supported by the Telecom Foundation, will be presented during conferences and will fuel the courses at Telecom Business School.