italy

The presence of social media as a business tool is still a burgeoning idea in the Italian marketplace.  In fact, internet usage is shockingly low compared to other European countries, with only 23 million internet users, and only 39% of households having a broadband connection.  However, Web 2.0 tools are currently popular for marketing and public relations.  And addition to this, public awareness of brands and companies via social media has tripled in the past few years, making a professional social media presence an increasing priority for businesses.

Currently the most widely used networks by Italian consumers are Facebook, followed by YouTube, Messenger, MySpace, LinkedIn, and Skype.  In addition to these global umbrella networks, local specialty networks are also popular and should be taken into account, such as ItalyLink, where users share their interests in the Italian way of life, Vinix, which focuses on connoisseurs of Italian food and drink, and Fubles, which is organized around Italians’ love of football games.ockingly low compared to other European countries, with only 23 million internet users, and only 39% of households having a broadband connection.  However, Web 2.0 tools are currently popular for marketing and public relations.  And addition to this, public awareness of brands and companies via social media has tripled in the past few years, making a professional social media presence an increasing priority for businesses.

In general, social networks such as Facebook are not automatically linked with the business world, as many Italians prefer to do business face-to-face, which they feel provides a better understanding of partners and situations.  However, when making first contact with a business partner, it is appropriate to introduce yourself to a prospective colleague via LinkedIn, or by sending a good, old-fashioned email query.

Among teenagers, predictably, MySpace and Badoo are very popular, while in professional circles LinkedIn and Xing are the leading networks.  Twitter has sonly just started to make headway as a powerful tool in business communication.  Blogs also represent a relatively large movement in online communications, with many Italians posting articles and videos, as well as following and participating in discussions on blogs about politics and current affairs.

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Other fringe media networks, which are scarcely used but should be taken advantage of for their incredible promoting power in Italian society, are picture and video sharing sites such as Flickr, Slideshare, and YouTube.  Platforms specific to Italy include Libero, Tuo Video, and C6 TV, which allow users to upload and post their own videos.  Podcasts and online radio stations are also more prevalent in Italy than they are in the United States, with many journalists and newscasters having their own audio blogs where internet users can tune in to listen to subjects they care about.

While much of the Italian business world remains steeped in tradition, a shift towards a more connected lifestyle is undeniable, and companies such as Fiat and Barilla have taken advantage of social media with notable success.  If you’re seeking to expand your business in Italy, it would be prudent to jump on the internet bandwagon quickly to maximize the efficiency of your communication with possible clients and partners.  To do this, even with the help of an interpreter, it would be best if you started off with at least a basic knowledge of the Italian language.  So send us a free inquiry and let us set you up with the Italian course that’s right for you.