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Title: Cómo mejorar la relación con los públicos en social media. Análisis de buenas prácticas de las empresas del IBEX 35 y del FORTUNE 500 en Facebook, Twitter y blogs
Author: Lalueza Bosch, Ferran  
Aced Toledano, Cristina
Others: Universitat Oberta de Catalunya (UOC)
Keywords: Social media
Public relations
Best practices
Issue Date: 28-Dec-2018
Publisher: Redmarka: Revista Académica de Marketing Aplicado
Citation: Lalueza Bosch, F. & Aced Toledano, C. (2018). Cómo mejorar la relación con los públicos en social media. Análisis de buenas prácticas de las empresas del IBEX 35 y del FORTUNE 500 en Facebook, Twitter y blogs. Redmarka: Revista Académica de Marketing Aplicado, 1(22), 5-26. doi: 10.17979/redma.2018.01.022.4931
Also see: http://revistas.udc.es/index.php/REDMARKA/article/download/redma.2018.01.022.4931/g4931_pdf
Abstract: Big data, Internet of Things, bots... Public relations are facing the new challenges of the Industry 4.0 when they have not yet been able to face the challenges of 2.0, such as the two-way communication and the conversation demanded by users of social media. The arrival of the Web 2.0 opened the door to fully interactive communication, by allowing two-way communication. However, most companies are still having a one-direction communication on social media. A change of mentality in organizations is necessary to take full advantage of the interaction opportunities offered by social media. This article analyzes the dialogical level and the activity of large companies in social media with the aim of identifying best practices that allow public relations practitioners to use social media more strategically. With this aim, the presence, content and interactivity of the Ibex 35 companies and a selection of 20 Fortune 500 companies with their external audiences (mainly customers) on Facebook, Twitter and blogs have been analyzed. In total, 8,340 Facebook entries, 2,243 tweets and 177 blog posts were analyzed. A qualitative tool has been created to do this analysis. For the creation of this tool, a critical discourse analysis, a non-participant observation and interviews with experts in social media and public relations have been carried out. In line with previous research, this study shows that Ibex 35 and Fortune 500 companies are not seizing the opportunities for interaction social media bring. The dialogic level of the use of social media is higher in the Ibex 35 companies than in the Fortune 500 companies. 27% of the Ibex 35 companies and 20% of the Fortune 500 companies have a high or very high level of dialogical communication in social networks.
Language: Spanish
URI: http://hdl.handle.net/10609/101908
ISSN: 1852-2300MIAR
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