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

  • Cristina Aced Toledano
  • Ferrán Lalueza
Palabras clave: social media, relaciones públicas, buenas prácticas

Resumen

Big data, Internet of Things, bots… Las relaciones públicas se enfrentan a los nuevos retos de la revolución 4.0 cuando todavía no han sido capaces de responder a los desafíos del 2.0, como la bidireccionalidad de los mensajes y la conversación que demandan los usuarios de los social media. La llegada de la Web 2.0 abrió la puerta a la comunicación totalmente interactiva, al permitir una comunicación bidireccional. Sin embargo, la mayoría de las empresas siguen usando los social media de forma unidireccional. Es necesario un cambio de mentalidad en las organizaciones para aprovechar al máximo las oportunidades de interacción que ofrecen los social media. Este artículo analiza el nivel dialógico y la actividad de las grandes empresas en social media con el objetivo de identificar buenas prácticas que permitan a los profesionales de las relaciones públicas usar los medios sociales de forma estratégica. Con este fin, se han analizado la presencia, el contenido y la interactividad de las empresas del Ibex 35 y de una selección de 20 empresas del Fortune 500 con sus públicos externos (principalmente clientes) en Facebook, Twitter y blogs. En total, se han analizado 8.340 entradas de Facebook, 2.243 tuits y 177 posts de blog. Se ha creado una herramienta ad hoc para hacer este análisis. Para la creación de dicha herramienta se ha realizado un análisis crítico del discurso, una observación no participante y entrevistas a expertos en social media y relaciones públicas. En línea con investigaciones anteriores, este estudio muestra las empresas del Ibex 35 y del Fortune 500 aún no están aprovechando al máximo las oportunidades de interacción que ofrecen los medios sociales. El nivel dialógico del uso de los medios sociales es más alto en las compañías del Ibex 35 que en las del Fortune 500. El 27% de las empresas Ibex 35 y el 20% de las compañías del Fortune 500 tienen un nivel alto o muy alto de comunicación dialógica en las redes sociales.

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Publicado
2018-12-28
Cómo citar
Aced Toledano, C., & Lalueza, F. (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 De Marketing Aplicado, 01(022), 5-26. https://doi.org/10.17979/redma.2018.01.022.4931
Sección
Relaciones públicas. Monográfico (Iván Puentes Rivera, coord.)