Assessment of the interactive attitude and level of dialogue by Colombian companies on Facebook

Authors

DOI:

https://doi.org/10.18861/ic.2020.15.1.2958

Keywords:

Corporate communication, dialogic communication, interaction, Facebook, companies

Abstract

This article aims to determine whether the thirty companies with the best reputation in Colombia, according to the annual study of corporate reputation mercoEmpresas prepared by MERCO (corporate reputation business monitor, in Spanish) use Facebook as a dialogic communication tool with their public. The first question was to answer whether Colombian companies have an active presence on Facebook, and, if so, to analyze the interactive attitude and the level of dialogue with the public on the social network. To carry out research, a content analysis –in part quantitative– was implemented of the 1.629 publications made by the selected companies on their corporate fanpages during a year. The findings showed that companies have an active presence on Facebook, but their use of the social network is mainly one-way and monological. On the basis of these oriented results, it is expected to carry out future research that, applying the same methodology to other social networks and organizations, will allow to determine up to what extent they replicate the current trend.

Downloads

Download data is not yet available.

Author Biography

Ileana Zeler, Universitat de Girona y Universitat Rovira i Virgili

Doctora en Ciencias de la Comunicación por la Universitat Rovira i Virgili (URV), España. Es profesora de Comunicación, Relaciones Públicas y Publicidad en la Universitat de Girona (UdG), la Universitat Rovira i Virgili (URV) y la Universitat Oberta de Catalunya (UOC), todas de España. Ha publicado varios artículos académicos en revistas científicas de prestigio, entre ellos: “Análisis del concepto de públicos en las relaciones públicas” –coautoría con Andrea Oliveira y Paul Capriotti– (2018, Communication Papers); “Comunicación dialógica 2.0 en Facebook. Análisis de la interacción en las organizaciones de América Latina” –coautoría con Andrea Oliveira y Paul Capriotti– (2019, Revista Latina de Comunicación Social). Sus líneas de investigación se centran en la comunicación organizacional, la comunicación digital, las relaciones públicas, la responsabilidad social corporativa y la reputación corporativa.

References

Abitbol, A. & Lee, S. Y. (2017). Messages on CSR-dedicated Facebook pages: What works and what doesn’t. Public Relations Review, 43(4), 796-808. DOI: https://doi.org/10.1016/j.pubrev.2017.05.002

Aced-Toledano, C. & Lalueza, F. (2018). Monologues in the conversational era: Assessing the level of dialogic communication that big firms are reaching on social medi. El Profesional de la Información, 27(6). DOI: https://doi.org/10.3145/epi.2018.
nov.10

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:
http://ijoc.org/index.php/ijoc/article/view/4569/1759

Baruah, T. D. (2012). Effectiveness of Social Media as a tool of communication and its potential for technology enabled connections: A micro-level study. International Journal of Scientific and Research Publications, 2(1), 1-10. DOI: https://doi.org/
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

Rodríguez Fernández, Ó. (2012). Facebook. Aplicaciones profesionales y de empresa. Madrid: Anaya Multimedia.

Safko, L. & Brake, D. K. (2009). The Social media bible : tactics, tools, and strategies for business success. New Jersey: Wiley.

Schivinski, B. & Dabrowski, D. (2015). The impact of brand communication on brand equity through Facebook. Journal of Research in Interactive Marketing, 9(1), 31-53. DOI: https://doi.org/10.1108/JRIM-02-2014-0007

Shin, W., Pang, A. & Kim, H. J. (2015). Building Relationships Through Integrated Online Media: Global Organizations’ Use of Brand Web Sites, Facebook, and Twitter. Journal of Business and Technical Communication, 29(2), 184-220. DOI: https://doi.org/10.1177/1050651914560569

Sommerfeldt, E. J. & Yang, A. (2018). Notes on a dialogue: twenty years of digital dialogic communication research in public relations. Journal of Public Relations Research, 30(3), 59-64. DOI: https://doi.org/10.1080/1062726X.2018.1498248

Statista. (2017). Average number of weekly posts on social media in the U.S. 2015. Available on: https://www.statista.com/statistics/620974/average-number-brand-postssocial-media/

Sundstrom, B. & Levenshus, A. B. (2017). The art of engagement: dialogic strategies on Twitter. Journal of Communication Management, 21(1), 17-33. DOI: https://doi.org/10.1108/JCOM-07-2015-0057

Taylor, M. & Kent, M. L. (2014). Dialogic Engagement: Clarifying Foundational Concepts. Journal of Public Relations Research, 26(5), 384-398. DOI: https://doi.org/10.1080/1062726X.2014.956106

Taylor, M., Kent, M. L. & White, W. J. (2001). How activist organizations are using the Internet to build relationships. Public Relations Review, 27(3), 263-284. DOI: https://doi.org/10.1016/S0363-8111(01)00086-8

Viñarás Abad, M. & Cabezuelo Lorenzo, F. (2012). Claves para la participación y generación de contenido en las redes sociales: estudio de caso del Museo del Prado en Facebook. adComunica. Revista Científica de Estrategias, Tendencias e Innovación en Comunicación, 3, 87-103. DOI: https://doi.org/10.6035/2174-0992.2012.3.6

Walther, J. B., Deandrea, D., Kim, J. & Anthony, J. C. (2010). The Influence of Online Comments on Perceptions of Antimarijuana Public Service Announcements on YouTube. Human Communication Research, 36(4), 469-492. DOI: https://doi.
org/10.1111/j.1468-2958.2010.01384.x

Wang, Y. (2015). Incorporating Social Media in Public Relations : A Synthesis of Social Media-Related Public Relations Research. Public Relations Journal, 9, 1-14.

Waters, R. D., Burnett, E., Lamm, A., & Lucas, J. (2009). Engaging stakeholders through social networking: How nonprofit organizations are using Facebook. Public Relations Review, 35(2), 102-106. DOI: https://doi.org/10.1016/j.pubrev.2009.01.006

Wigley, S., & Zhang, W. (2011). A Study of PR Practitioners ’ Use of Social Media in Crisis Planning. Public Relations Journal, 5(3), 1-16.

Wissen, N. Van. (2017). Building Stakeholder Relations Online : How Nonprofit Organizations Use Dialogic and Relational Maintenance Strategies on Facebook. Communication Management Review, 2, 54-74. DOI: https://doi.org/10.22522/
cmr20170119

Zanoni, L. (2008). El imperio digital. El nuevo paradigma de la comunicación 2.0. Buenos Aires: Printing book.

Zeler, I., Oliveira, A. & Malaver, S. (2019). La gestión comunicativa de las empresas vitivinícolas de España en las principales redes sociales Communication management of Spanish wine companies in the main social networks. Revista Internacional de Relaciones Públicas, IX, 161-178.

Published

2020-06-10

How to Cite

Zeler, I. (2020). Assessment of the interactive attitude and level of dialogue by Colombian companies on Facebook. InMediaciones De La Comunicación, 15(1), 67–85. https://doi.org/10.18861/ic.2020.15.1.2958

Issue

Section

Articles