Avaliação da atitude interativa e nível de diálogo das empresas de Colômbia no Facebook
DOI:
https://doi.org/10.18861/ic.2020.15.1.2958Palavras-chave:
comunicação corporativa, comunicação dialógica, interação, Facebook, empresasResumo
Este artigo tem como objetivo determinar se as trin-ta empresas com melhor reputação na Colômbia, de acordo com o estudo anual de reputação corporativa da mercoEmpresas preparado pelo MERCO (monitor de negócios de reputação corporativa, em espanhol), usam o Facebook como uma ferramenta de comunicação dialógica com seus públicos. A primeira pergunta foi responder se as empresas colombianas têm presença ativa no Facebook e, nesse caso, analisar a
atitude interativa e o nível de diálogo com o público na rede social. Para realizar a pesquisa foi realizada uma análise de conteúdo das 1.629 publicações feitas pelas empresas selecionadas em suas fanpages corporativas durante um ano. Os resultados mostraram que as empresas têm uma presença ativa no Facebook, mas o uso da rede social é principalmente unidirecional e monológico. Com base nos resultados obtidos, espera- se realizar investigações futuras que, aplicando a
mesma metodologia a outras redes sociais e organizações, permitam determinar em que medida replicam a tendência atual.
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ISSN 2250-3153
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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
2020-06-10
Como Citar
Zeler, I. (2020). Avaliação da atitude interativa e nível de diálogo das empresas de Colômbia no Facebook. InMediaciones De La Comunicación, 15(1), 67–85. https://doi.org/10.18861/ic.2020.15.1.2958
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