Head of digital communication

Responsible for digital communication is a whole new function. Yet it is already expanding. And for good reason: companies are well aware of the challenges linked to web 2.0, and are increasingly relying on this profession, which is at the heart of its communication system.

Computer engineer vs computer science

“  The goal of the digital communications manager is not to be out of step with Internet users' expectations and technological developments . You have to stick to the uses as best as possible, and take the pulse of the web to have the most appropriate communication possible, ” explains Benjamin Fallot, responsible for e-communication and content for a large insurance group.

A multitude of missions will punctuate the daily life of the digital communications manager: website creation, purchase of keywords on Google, advertising, referencing, monitoring on social networks, ... " The strategy is also sometimes not to not going to certain networks because our public wants a real presence and real answers ”adds Jean-Marc Goachet, digital communication and web marketing manager.

The day before, a primordial notion

The day before is a very important part of the trade. For Jean-Marc Goachet, it takes place in two stages: “ A first where we do a somewhat generic watch, a sort of mapping of the forces present. We analyze the speeches of our audiences on the web, what is being said. When we know, we analyze the tone, the places of speech, the influencers. Often we are told that everything happens on Facebook and Twitter, but that is not true. There is also Youtube, forums or various specialized websites. Once you know where the speeches take place, that you have seen what is being said, you will respond with concrete information , ”he explains.

Analytical skills

To exercise this profession, versatility is therefore strongly recommended. Indeed, the digital communication manager is the link between a company and Internet users . This is why he must know how to meet their different expectations. He is also required to work in close collaboration with the webmaster or the web marketer, which requires great adaptability.

"  You also need a developed analytical mind, good writing skills, and pedagogical qualities, to make people understand internally the issues and results of the web  ", details Benjamin Fallot.

“ You have to have a completely neutral mind, without preconceived ideas, see the forces involved, qualify them and define the digital journey of this audience. The character of immediacy is very present. For my part, I try to ensure that everyone is involved in the process of digital communication and that everyone brings building blocks to respond to the strategy of the establishment ”, analyzes Jean-Marc Goachet. A profession which day after day adapts to the various evolutions of the web.