Assessment of the interactive attitude and level of dialogue by Colombian companies on Facebook
DOI:
https://doi.org/10.18861/ic.2020.15.1.2958Keywords:
Corporate communication, dialogic communication, interaction, Facebook, companiesAbstract
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.
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References
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ISSN 2250-3153
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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-
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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
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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.
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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
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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
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pdf%5Cnhttps://dialnet.unirioja.es/servlet/extart?codigo=4565937
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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
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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.
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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
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