The Taraxacum's Paradigm in Online Communications

Multi-Channel Communication Strategy: The Taraxacum’s Paradigm

This is an interesting metaphor to illustrate how your communications should spread. Once defined accordingly to your target audience, your key messages should flow through different channels – combining offline and online means. Such a process could be named « taraxacoms ».

Taraxacoms, an eMarketing Consultancy dedicated to Social Media in European Affairs

The original concept was first brought by Antoine Peeters – a Brussels-based social media expert – who recently created his own consultancy Taraxacoms. Having met him, I strongly advise you to attend his regular workshops on social media to better understand its impact on European affairs.

European Affairs and SMO (Social Media Optimization)

In this context, social media plays a major role to help you increase your online visibility. While you should also aim for optimizing your online press releases, the strategic use of social media will multiply the gates to which your messages can be discovered by your target groups.

Hereby, comes the concept of SMO (Social Media Optimization) a subset of Social Media Marketing (SMM) consisting into promoting a brand, a product or a service through social media. Generally speaking, SMO is also ideal for Online Reputation Management (ORL).

Indeed, it seems that the DG Information Society and Media has created a Fan Page on Facebook entitled “Sea, Sun and SMS” with the objective of promoting the new regulation about roaming lowering significantly the prices of phone calls and text messages (1 July 2009).

After the successful experience of the European Parliament which campaigned in June to raise awareness on the European Parliament Elections 2009, the European Commission is finally exploring the potentialities of social media – which is as itself and excellent news.

In my opinion of eMarketer, and after having  been scrutinizing the online communication in the EU bubble, this initiative is interesting at least for three reasins:  not only the European Commission is adopting a new communication channel thus reaching a new and possibly broader audience, but the informal discussion that has been set up makes it very singular – knowing that no subcontractor would be involved! For the moment, the Facebook Fan Page has reached about 900 fans and seems to generate positive interactions with its open community of roaming fans. Let’s acknowledge it! The chaps of the web team at the DG INFSO have done a good job. I wish them more and more fans!