La comunicazione del lavoro nella rappresentanza datoriale che cambia
Creators: name: BRUDAGLIO, Francesca
Publisher: name: Universit� degli studi di Bergamo
Year: 2017

description: The comparison of case studies shows, in summary, the following evidence:
Organization:
Over the past two years, all the employers? associations examined started a reorganization and modernization of the digital communication system. 
Specifically, Federmeccanica, Cia, Confartigianato and Confindustria Lombardia departed from the corporate website restructuring, as it represents the center and showcase of all their activities. 
In order to make their commitments public, in all cases there is a close cooperation between communication and other work areas and with the leadership too. They try to realize it also through social networks.
All the associations examined spend great energy to activate a circular communication system or to create synergy between online and offline activities. The only case that find such coordination difficult is Confcommercio.
National and sectoral levels have a organized communication area while the territorial one, due to resources lacks, create new bottom up organizational structure with little ?communication groups? composted by internal operators and members, as in Agia, Cia Sicilia and Confcommercio Bari-BAT cases.
The use of social networks:
The arrival of social networks profoundly changed the employers? associations communication system, now committed to develop new internal and external communication strategies in order to use and take advantages from these tools.
Twitter
The social network most used by the employers' associations is Twitter, with 9 case studies active (only Cia Siciali and Confcommercio Bari-BAT are absent): the associations studied think that is important to be present on this channel in order to contribute to the public debate, as this social network is mainly populated by stekeholders.
Twitter is mainly used as a simple and direct channel to establish a dialogue with members and institutions. It is used with the aim to realize lobbying actions, but also to create an internal network, organize and mobilize members on this platform.
It is particularly exploited the opportunity to convey research materials (concerning the association?s positions on particular issues or statistical studies and surveys on the sector/territory represented) through hyperlinks.
Facebook
Even Facebook can be considered manned by the employers? associations, with 8 company pages active: only Confindustria Lombardia, Federmeccanica and Confartigianato Lombardia are absent, because they don?t considered this tool in line with its own character and institutional role.
This platform is mainly used by all case studies to disseminate contents in a simple and direct way, to enable conversations with members and expand their network.
Linkedin
Only Confindustria Lombardia, Federmeccanica and Fipe Confcommercio use Linkedin.
This social network is mainly perceived without utility for representation, as a place used for a direct job-application. The only exception is Confartigianato Lombardia that, instead, thinks that it has great potentiality and imagines to plans future action on this platform.
Linkedin is used for a self-promotion of the main activities.
Impact of social networks on the organization:
Employers? associations increased their awareness of the advantage created by social networks in order to convey a new image of their organization, intercept younger generation, search for new forms of participation.
The change is incremental: the use of social networks increases over time, gradually, both in quantitative and qualitative terms.
From the organizational point of view, in many cases there is an adaptation of internal resources without a training program (necessary to use social network consciously).
The lack of a competent and dedicated staff cause the lack of a fully strategic use of these tools. Only the Confindustria system have a clear action?s strategy for each channel. 
The lack of strategy can?t allow to clearly distinguish between ?membership oriented? or ?vision oriented? actions, except for the Confindustria system which indicates the desire to use social network in order to change the idea of enterprises in the country and the value of representation.
From the analysis emerge a predominantly political use of Twitter: on this platform the least managed issues are the technical ones. 
The absence of strategy can be seen also in a complementary use of social networks in terms of content and actions. Agia is the only one case that fully connect the activities between Facebook and Twitter, while the Confindustria system is the only one that use them in an alternative way.
Engagement, themes and subjects manned:
We can not talk about real digital representation actions on social network: the employers? associations started embryonic experimentation.
There are no experiences of campaining and there are few ?call to action?: they prefer to not expose himself particularly.
On Facebook and Twitter the employers? associations mainly turn to its members and are still able to stimulate generally low levels of participation and interaction.
In general, all case studies deal on Twitter the most significant issues for their representative industry.
From the hashtags and mentions analysis emerge also that they turn to its internal system by linking central personality. The Confartigianato system seems the most closed in this sense.
Audience:
It is not possible to understand the audience reached on Facebook, while the Twitter followers data set reveals that case studies here intercept an audience mainly composed by persons within their internal system, presidents of other associations, stakeholders, journalists and communication officers. Instead, it records a very low followed by other unions.
All examined associations manage to intercept on Twitter subjects that are designed to represent: entrepreneurs, farmers, traders, institutions and/or youth associations.
In numerical terms, on Twitter, Confcommercio, Cia Agriculture and Federmeccanica found more wider by the public, while the other does not reach 2,000 followers. Confcommercio and Cia Agricoltura also excel on Facebook, followed by Confindustria that manages to reach, only a month away from the start of its institutional page, a large number of fans.
A new narrative:
The arrival of social networks led to a rethinking of language and content.
Specifically, the change affected both the expository technique (that now goes towards a conversational register), and the narrative: the amount and type of content distributed increased. For example, also the texts of the agreements now circulate on social networks and are available on the institutional web site. The narrative abandoned technicalities and abstruse terms and use simplicity and brevity. 
The language also become a means of identity through specific hashtags that transmit messages, as in the case of #PersonAlcentro by Federmeccanica or #ArtigianoDigitale by Confartigianato.
There is also the introduction of photos and videos, used in order to support trade union action or offer a new image of the organization, as in the Confcommercio video messages "Sweet Fipe" or "70 years of history."
Achievements:
Social networks allow employers? associations to stimulate partecipation; increase their network, contacts with medias, the involvement of the territories and the knowledge of the all organization. They also allow to activate additional moments of confrontation with others unions or stakeholders and meet the younger generation.