Internet penetration in France is one of the highest in Europe with nearly 80% of people being connected. There is also an increasing number of Űber– connected individuals who have access to the internet at work, at home and on public transport. However, the issues of privacy and openness are high political priorities and their interpretation has seen clashes between French politicians and Silicon Valley CEOs. For example, banning the use of words such as “Facebook” and “Twitter” on TV and Radio is one way the French Government has illustrated its active discouragement of Social Media use.
In general, French SMEs are late adopters of social media, which reflects the general trend of low adoption in the country. Despite this conservative approach to social media innovations, a wide range of social media networks are used by some businesses. Paris is the second largest city in Europe based on the number of Twitter users who set their location there. The younger generation of 18 to 24 year olds seem to dominate the social media networks in France.
Legal aspects regarding the use of the Internet are very detailed and restrictive. The Employment Law Review (2012) in France suggests that information found on social media sites could be used by employers for checking an individual’s background and could also be used as evidence for dismissal.
Similar to other European countries, the patterns of use of social networks is different amongst French SMEs and students where networks such as Twitter and LinkedIn are preferred by business audiences and Facebook and Skyrock by students. Twitter is well represented in France by the over 55s and played a major part in the 2012 French presidential elections.
Private individuals / Students
The Passport to Trade 2.0 project survey, had difficulties collecting primary data using social media. This in itself suggests that French people are less likely to share data online. Therefore, the main recommendations are based on secondary sources and the observations of the Passport to Trade advisors and the research team. Significant variations in the preferences of social media among the different age groups are evident from the 2010 ComScore numbers. The two largest social media platforms are Facebook and Twitter. Some of the other popular social media networks in France are:
- Skyrock
- Windows Live Profile
- MySpace
- Amsterdam-d Before Buddies
- Badoo.com
- Viadeo
- Linkedin.com
- Trombi.com
SMEs
In France, social media is increasingly being used by businesses. French SMEs seem to use a wide range of social networks. Most popular among these are Viadeo and LinkedIn, followed closely by Facebook. Viadeo is a Paris based Social Media Club, and although lagging behind LinkedIn, it has been well financed and is targeting emerging markets for its growth. Most French websites also increasingly integrate links to their social media profiles such as Facebook.
Viadeo and LinkedIn are particularly useful for French companies who are experienced in collaborations abroad, and this indicates the international dimension of these networks. Most popular social networks used in the France are:
- Viadeo
- MySpace
- Google+
For further information please see below:
- Usage Patterns and Demographics: http://www.newmediatrendwatch.com/markets-by-country/10-europe/52-france
- France’s Odd Internet Laws Explained: Fairness Vs. Innovation: http://www.fastcompany.com/1757567/frances-odd-internet-laws-explained-fairness-vs-innovation
- The Employment Law Review: http://www.paulhastings.com/assets/publications/2163.pdf
- ComScore: In France Internet Users Spent Over 4 Hours on Social Networking Sites: http://www.comscore.com/fre/Insights/Press_Releases/2011/1/In_France_Internet_Users_Spent_Over_4_Hours_on_Social_Networking_Sites [en] [fr]
- Internet Penetration statistics in Europe: http://www.internetworldstats.com/europa.htm [en]
Search and Social Media Marketing for International Business
Learn how to use social media for business from one of Salford Business School’s latest business management courses. The course was jointly researched by the Passport to Trade 2.0 project team and prepared in collaboration with some of the leading digital marketing agencies in the UK.
This Massive Open Online Course (MOOC) can help businesses and individuals to make the best use of search and social media platforms. The course is called Search and Social Media Marketing for International Business and is applicable to students looking for placements abroad as well as businesses thinking about new trade links; it comprises the following twelve topics:
Before you start the course please complete this short MOOC entrance survey.
How to develop a personal brand online (1/12)
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How to use Twitter (2/12)
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How to use Search Engine Optimisation (SEO) (3/12)
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How to use social media for international business development (4/12)
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How to use Facebook (5/12)
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How to use YouTube (6/12)
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How to use LinkedIn (7/12)
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How to use Google+ (8/12)
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How to use copywriting online (9/12)
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How to stay legal on social media (10/12)
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How to use monitoring and reporting (11/12)
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How to blog (12/12)
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Please complete the MOOC exit survey.