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            <title xml:lang="fr">Les sites de réseautage professionnel au service du marketing : le cas Viadeo</title>
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              <p>Les sites de réseaux sociaux professionnels ont parfois été confondus avec les sites de réseaux socionumériques grand public. Leurs usages et business models sont pourtant bien distincts. Ils se rejoignent toutefois lorsqu’il s’agit de les mobiliser à des fins de marketing et de communication.Le cas de Viadeo, plateforme créée en 2004 - la même année que Facebook - représente bien l’évolution de ces sites de réseautage (ou networking) professionnel. Si Viadeo a d’abord été perçu comme une plateforme dédiée à l’emploi, Olivier Fecherolle, DG et responsable marketing Europe nous explique qu’il s’agit au moins autant d’une base de données pour le marketing. La plateforme ne demande qu’à être exploitée comme telle par les marques, en particulier pour le développement de relations entre entreprises (B to B). Cet article détaille ce positionnement en insistant sur les outils mis à disposition pour les organisations.</p>
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