Evaluación de la actitud interactiva y el nivel de diálogo de las empresas de Colombia en Facebook
DOI:
https://doi.org/10.18861/ic.2020.15.1.2958Palabras clave:
Comunicación corporativa, comunicación dialógica, interacción, Facebook, empresasResumen
Este artículo tiene como objetivo determinar si las treinta empresas de mejor reputación de Colombia, de acuerdo el estudio anual de reputación corporativa mercoEmpresas elaborado por el Monitor Empresarial de Reputación Corporativa (MERCO), utilizan Facebook como herramienta de comunicación dialógica con sus públicos. La primera pregunta fue responder si las empresas de Colombia tienen presencia activa en Facebook, y, de ser así, analizar la actitud interactiva y el nivel de diálogo con los públicos en la red social. Para llevar adelante la investigación se realizó un análisis de contenido –en parte cuantitativo– de las 1.629 publicaciones realizadas por las empresas seleccionadas en sus fanpages corporativas durante un año. Los hallazgos mostraron que las empresas tienen una presencia activa en Facebook, pero el uso que están haciendo de la red social es principalmente unidireccional y monológico. Sobre las bases de dichos resultados obtenidos, se espera realizar futuras investigaciones que aplicando la misma metodología a otras redes sociales y organizaciones permitan determinar hasta qué punto replican la tendencia actual.
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ISSN 2250-3153
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Hassink, H., Bollen, L. & Steggink, M. (2007). Symmetrical versus asymmetrical company-investor communications via the internet. Corporate Communications: An International Journal, 12(2), 145-160.
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Huang, Y.C., Lin, Y. & Saxton, G. D. (2016). Give Me a Like: How HIV/AIDS Nonprofit Organizations Can Engage Their Audience on Facebook. AIDS Education and Prevention, 28(6), 539-556. DOI: https://doi.org/10.1007/s10551-015-2769-z.For
Joyanes Aguilar, L. (2009). Empresa 2.0: ¿Cómo llevar las tecnologías de la Web 2.0 y la Web Social a la empresa? ICADE. Revista de las Facultades de Derecho y Ciencias Económicas y Empresariales, (77), 115-150. Recuperado de: http://www.upcomillas.es/webcorporativo/Servicios/Revista ICADE/CargaFichero.asp?idDocument=DOC00000000000003093&Name=5. JOYANES.pdf
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Kiousis, S. (2002). Interactivity: A concept explication. New Media and Society, 4(3), 355-383. DOI: https://doi.org/10.1177/146144480200400303
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Losada-Díaz, J. C. & Capriotti, P. (2015). La comunicación de los museos de arte en Facebook: comparación entre las principales instituciones internacionales y españolas. Palabra Clave, 18(3), 889-904. DOI: https://doi.org/10.5294/pacla.2015.18.3.11
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Anderson, B. D., Swenson, R. & Gilkerson, N. D. (2016). Understanding Dialogue and Engagement Through Communication Experts’ Use of Interactive Writing to Build Relationships. International Journal of Communication, 10. Available on:
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ISSN 2250-3153
Bortree, D. S. & Seltzer, T. (2009). Dialogic strategies and outcomes: An analysis of environmental advocacy groups’ Facebook profiles. Special Section on China Public Relations, 35(3), 317-319. DOI: https://doi.org/10.1016/j.pubrev.2009.05.002
Botan, C. (1997). Ethics in strategic communication campaigns: The case for a new approach to public relations. Journal of Business Communication, 34(2), 188-202. DOI: https://doi.org/10.1177/002194369703400205
Capriotti, P. (2011). Communicating corporate responsibility through the Internet and Social Media. En Ø. Ihlen, J. L. Bartlett & S. May (Eds.), The Handbook of Communication and Corporate Social Responsibility (pp. 358-378). Boston: Wiley-Blackwell. DOI: https://doi.org/10.1002/9781118083246
Capriotti, P., Carretón, C. & Castillo, A. (2016). Testing the level of interactivity of institutional websites: From museums 1.0 to museums 2.0. International Journal of Information Management, 36(1), 97-104. DOI: https://doi.org/10.1016/j.ijinfomgt.2015.10.003
Capriotti, P. & Losada-Díaz, J. C. (2018). Facebook as a dialogic communication tool at the most visited museums of the world. El Profesional de la Informacion, 27(3). DOI: https://doi.org/10.3145/epi.2018.may.17
Capriotti, P. & Pardo Kuklinski, H. (2012). Assessing dialogic communication through the Internet in Spanish museums. Public Relations Review, 38(4), 619-626. DOI: https://doi.org/10.1016/j.pubrev.2012.05.005
Capriotti, P., Zeler, I. & Oliveira, A. (2019). Comunicación dialógica 2.0 en Facebook. Análisis de la interacción en las organizaciones de América Latina. Revista Latina de Comunicación Social, (74), 1094-1113. DOI: https://doi.org/10.4185/RLCS-
2019-1373
Carim, L. & Warwick, C. (2013). Use of social media for corporate communications by research-funding organisations in the UK. Public Relations Review, 39(5), 521-525. DOI: https://doi.org/10.1016/j.pubrev.2013.08.006
Cho, M., Schweickart, T., & Haase, A. (2014). Public engagement with nonprofit organizations on Facebook. Public Relations Review, 40(3), 565-567. DOI: https://doi.org/10.1016/j.pubrev.2014.01.008
Chu, S. (2011). Viral Advertising in Social Media : Participation in Facebook Groups and Responses Among College-Aged Users. Journal of Interactive Advertising, 12(1), 30-43. DOI: https://doi.org/10.1080/15252019.2011.10722189
Claes, F. & Deltell, L. (2013). Museos Sociales. Perfiles Museísticos en Twitter y Facebook 2012-2013. El Profesional de la Informacion, 23(6), 594-602. DOI: https://doi.org/10.3145/epi.2014.nov.06
DiStaso, M. W. & McCorkindale, T. (2013). A Benchmark Analysis of the Strategic Use of Social Media for Fortune’s Most Admired U.S. Companies on Facebook, Twitter and Youtube. Public Relations Journal, 7(1), 1-33.
Fawkes, J. & Gregory, A. (2000). Applying communication theories to the Internet. Journal of Communication Management, 5(2), 109-124. DOI: https://doi.org/10.1108/13632540110806703
García, A. & Aguado, G. (2011). De un Modelo de Comunicación One-To-Many a un Modelo One-To-One en el Entorno Digital. Revista de Comunicación y Nuevas Tecnologías, 1(9), 175-191.
Gonçalvez Pereira, H., Salgueiro, M. de F. & Mateus, I. (2014). Say yes to Facebook and get your customers involved ! Relationships in a world of social networks. Business Horizons, 57, 695-702. DOI: https://doi.org/10.1016/j.bushor.2014.07.001
Grunig, J. E. & Hunt, T. (1984). Managing public relations. Belmont, CA: Thompson Wadworth.
Guillory, J. E. & Sundar, S. S. (2014). How Does Web Site Interactivity Affect Our Perceptions of an Organization? Journal of Public Relations Research, 26(1), 44- 61. DOI: https://doi.org/10.1080/1062726X.2013.795866
Hassink, H., Bollen, L. & Steggink, M. (2007). Symmetrical versus asymmetrical company-investor communications via the internet. Corporate Communications: An International Journal, 12(2), 145-160.
Heath, R. L. (1992). Critical perspectives on public relations. En E. L. T. & R. L. Heath (Ed.), Rhetorical and critical approaches to public relations (pp. 37-64). Hillsdale, NJ: Lawrence Erlbaum.
Huang, Y.C., Lin, Y. & Saxton, G. D. (2016). Give Me a Like: How HIV/AIDS Nonprofit Organizations Can Engage Their Audience on Facebook. AIDS Education and Prevention, 28(6), 539-556. DOI: https://doi.org/10.1007/s10551-015-2769-z.For
Joyanes Aguilar, L. (2009). Empresa 2.0: ¿Cómo llevar las tecnologías de la Web 2.0 y la Web Social a la empresa? ICADE. Revista de las Facultades de Derecho y Ciencias Económicas y Empresariales, (77), 115-150. Recuperado de: http://www.upcomillas.es/webcorporativo/Servicios/Revista ICADE/CargaFichero.asp?idDocument=DOC00000000000003093&Name=5. JOYANES.pdf
Kang, H. & Sundar, S. S. (2016). When Self Is the Source: Effects of Media Customization on Message Processing. Media Psichology, 19(4), 1-28. DOI: https://doi.org/10.1080/15213269.2015.1121829
Kaplan, A. M. & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business Horizons, 53(1), 59-68. DOI: https://doi.org/10.1016/j.bushor.2009.09.003
Kemp, S. (2019). Digital 2019: Essential Insights Into How People Around The World Use The Internet, Mobile Devices, Social Media, and E-Commerce. We Are Social & Hootsuite. Available on: https://es.slideshare.net/DataReportal/digital-2019-argentina-january-2019-v01?from_action=save
Kent, M. L. & Taylor, M. (1998). Building dialogic relationships through the world wide web. Public Relations Review, 24(3), 321-334. DOI: https://doi.org/10.1016/S0363-8111(99)80143-X
Kent, M. L., Taylor, M. & White, W. J. (2003). The relationship between Web site design and organizational responsiveness to stakeholders. Public Relations Review, 29(1), 63-77. DOI: https://doi.org/10.1016/S0363-8111(02)00194-7
Kiousis, S. (2002). Interactivity: A concept explication. New Media and Society, 4(3), 355-383. DOI: https://doi.org/10.1177/146144480200400303
Levine, R., Locke, C., Weinberger, D. & Searls, D. (2000). The Cluetrain Manifesto: The end of business as usual. Cluetrain. Cambridge (Mass.), Perseus Books.
Losada-Díaz, J. C. & Capriotti, P. (2015). La comunicación de los museos de arte en Facebook: comparación entre las principales instituciones internacionales y españolas. Palabra Clave, 18(3), 889-904. DOI: https://doi.org/10.5294/pacla.2015.18.3.11
McCorkindale, T. (2010). Can you see the writing on my wall? A content analysis of the Fortune 50’s Facebook social networking sites. Public Relations Journal, 4(3), 1-14. DOI: https://doi.org/10.1017/CBO9781107415324.004
Montero, L. (2013). Reflexiones sobre la investigación en redes sociales: Facebook y Twitter. En I Congreso Internacional de Comunicación y Sociedad Digital. Logroño: UNIR. Recuperado de: https://dialnet.unirioja.es/descarga/articulo/4565937.
pdf%5Cnhttps://dialnet.unirioja.es/servlet/extart?codigo=4565937
Naudé, A. M. E., Froneman, J. D. & Atwood, R. A. (2004). The use of the internet by ten South African non-governmental organizations a public relations perspective. Public Relations Review, 30(1), 87-94. DOI: https://doi.org/10.1016/j.
pubrev.2003.11.008
Neill, M. S. & Moody, M. (2015). Who is responsible for what? Examining strategic roles in social media management. Public Relations Review, 41(1), 109-118. DOI: https://doi.org/10.1016/j.pubrev.2014.10.014
O’Reilly, T. (2005). What Is Web 2.0 Design Patterns and Business Models for the Next Generation of Software. O´Reilly, 1-27. DOI: https://doi.org/10.2139/ssrn.1008839
Oliveira, A. & Capriotti, P. (2014). Internet as a key tool for publics to communicate with organizations. The case of the Spanish energy sector. Catalan Journal of Communication & Cultural Studies, 6(1), 143-151. DOI: https://doi.org/10.1386/
cjcs.6.1.143_1
Pearson, R. (1989). Beyond ethical relativism in public relations: Coorientation, rules, and the idea of communication symmetry. En J. E. G. & L. A. Grunig (Ed.), Public Relations Research Annual (pp. 67-86). New York, NY: Routledge.
Pérez Dasilva, J., Genaut Arratibel, A., Meso Ayerdi, K., Mendiguren Galdospin, T., Marauri Castillo, Í., Iturregui Mardaras, L. y Rivero Santamarina, D. (2013). Las empresas en Facebook y Twitter. Situación actual y estrategias comunicativas. Revista Latina de comunicación social, (68), 30-20. DOI: https://doi.org/10.4185/RLCS-2013-996
Quintly. (2016). Brand Study H1 2016: How do 30 of the biggest brands use Facebook? Available on: https://www.quintly.com/blog/2016/10/30-biggest-brands-onfacebook-analyzed-in-depth/
Rafaeli, S. (1988). Interactivity: From new media to communication. In Sage Annual Review of Communication Research: Advancing Communication Science, 16, 111-134. Available on: http://scholar.google.com/scholar?hl=en&btnG=Search&q=intitle:Interactivity:+From+New+Media+to+Communication#0%5Cnfile:///Users/Home/Dropbox/Masters Thesis/Articles/Interactivity/Rafeili_?.Interactivity.pdf
RivalIQ. (2018). 2018 Social Media Trends Benchmark Report. Available on: https://get.rivaliq.com/hubfs/eBooks/Rival_IQ_2018_Social_Media_Benchmark_Report.pdf?submissionGuid=5aa5c934-e84c-4771-8f86-f1ee5e90b7e8
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Publicado
10-06-2020
Cómo citar
Zeler, I. (2020). Evaluación de la actitud interactiva y el nivel de diálogo de las empresas de Colombia en Facebook. InMediaciones De La Comunicación, 15(1), 67–85. https://doi.org/10.18861/ic.2020.15.1.2958
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