Five questions for Andrea Boscaro, digital marketing expert
Andrea Boscaro, founder of “The Vortex” and digital marketing expert, will be the coach for the upcoming webinar organised by Job Digital Lab – Not Only Content. AI Applications to Power Your Business – on March 14 (12-13). We introduce him to you through five short questions he answered for Nicoletta Vulpetti, a communications expert and identity story enthusiast.
INTERVIEW
Where did the inspiration for your company come from?
The idea was born 14 years ago in an age dominated by the ascent of social networks. My partner Nicola Mauri and I had the idea that this would revolutionize business communications. So, we decided to form this company, leaving our previous jobs and concentrating on this new project. The choice proved to be winning, notwithstanding the fact that the sector has become increasingly competitive and full.
According to philosopher Franco Bolelli, social media allows infinite ways of expressing oneself. Are you more enthusiastic or critical about this?
I define myself a a realist. Initially, the enthusiasm was palpable. Information was becoming democratic. However, over the course of time, a critical understanding has developed. Social media managed by algorithms can accentuate negative aspects, such as skewed information and divisive positions. So, whilst recognising the value to digital tools, I adopt a pragmatic approach to navigate these environments with professionalism and attention.
What behaviour do you believe is essential to best exploit digital tools?
One must view social network as a large fair of opportunity. Especially for professionals, these are fertile terrain for information, contacts, and to reveal one’s skills. However, it is fundamental to operate with discretion to preserve one’s reputation.
A hot topic: what defines a good on-line reputation?
Authenticity, above all. It is fundamental to be faithful to ourselves and our capacities. We must avoid creating unreal expectations. However, it is also important to know how to manage our on-line image, balancing visibility and authenticity. I understand that interaction on social media often drives us to modulate the image we portray of ourselves. However, this visibility game, which employs various techniques to capture people’s attention, can sometimes harm our authenticity. I see individuals who seek to amplify their presence on-line through controversy and great success. Now, while this may attract a larger audience, it is an attempt that can obscure our true identity in favour of a false winning image.”
Speaking of reputation, you seem to suggest an issue: the need to prove truths over time. Isn’t this at risk of contradiction, especially if it lacks authenticity?
It’s a daily risk. On LinkedIn, for example, if one presents oneself as an expert professional, sharing advice and news, they may immediately attract requests and expectations. Being recognised as available is one thing, but keeping that promise requires time and effort. Social media are intrinsically dialogical. You can’t hide behind a post. In the end, it’s about real people.
