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
Barra lateral del artículo
Contenido principal del artículo
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.
Palabras clave:
Descargas
Detalles del artículo
Citas
Aced, C., & Lalueza, F. (2012). How (Spanish) companies are using social media: a proposal for a qualitative assessment tool. In International Conference on Social e-xperience. Barcelona.
Aced, C., & Lalueza Bosch, F. (2016). ¿Qué contenidos publican las empresas en los medios sociales? Análisis crítico del discurso de las compañías del IBEX 35 y del Fortune 500 en blogs corporativos, Facebook y Twitter. Revista Internacional de Relaciones Públicas, 6(11), 135–154. https://dx.doi.org/10.5783/RIRP-11-2016-08-135-154.
Adams, A., & McCorkindale, T. (2013). Dialogue and transparency: A content analysis of how the 2012 presidential candidates used twitter. Public Relations Review, 39(4), 357–359. https://doi.org/10.1016/j.pubrev.2013.07.016.
Agozzino, A. (2015). Dialogic Communication Through “Pinning”: An Analysis of Top 10 Most-Followed Organizations ’ Pinterest Profiles. Public Relations Journal, 9(3).
Avery, E., Lariscy, R., Amador, E., Ickowitz, T., Primm, C., & Taylor, A. (2010). Diffusion of social media among public relations practitioners in health departments across various community population size. Journal of Public Relations Research, 22, 336–358.
Barnes, N. G., Lescault, A. M., & Wright, S. (2013). 2013 Fortune 500 Are Bullish on Social Media : Big Companies Get Excited About Google + , Instagram, Foursquare and Pinterest. UMass Dartmouth, 1–9.
Bortree, D. S., & Seltzer, T. (2009). Dialogic strategies and outcomes: An analysis of environmental advocacy groups’ Facebook profiles. Public Relations Review, 35(3), 317–319. https://doi.org/10.1016/j.pubrev.2009.05.002.
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. https://doi.org/10.1016/j.ijinfomgt.2015.10.003.
Capriotti, P., & González-Herrero, A. (2013). Managing media relations in museums through the Internet: a model of analysis for online pressrooms in museums. Museum Management and Curatorship, 28(4), 413–429. https://doi.org/10.1080/09647775.2013.831246.
Capriotti, P., & Moreno, Á. (2007). Corporate citizenship and public relations: The importance and interactivity of social responsibility issues on corporate websites. Public Relations Review, 33(1), 84–91. http://doi.org/10.1016/j.pubrev.2006.11.012.
Capriotti, P., & Pardo, H. (2012). Assessing dialogic communication through the Internet in Spanish museums. Public Relations Review, 38(4), 619–626. http://doi.org/http://dx.doi.org/10.1016/j.pubrev.2012.05.005.
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. http://dx.doi.org/10.1016/j.pubrev.2013.08.006.
Culnan, M. J., Mchugh, P. J., & Zubillaga, J. I. (2010). How Large US Companies Can Use Twitter and Other Social Media to Gain Business Value. MIS Quarterly Executive, 9(4), 243–260.
DiStaso, M. ., & Messner, M. (2012). Wikipedia’s Role in Reputation Management: An Analysis of the Best and Worst Companies in the USA. In Academic Research into Wikipedia” [online dossier] Digithum No. 14.
Retrieved from http://digithum.uoc.edu/ojs/index.php/digithum/article/view/n14-distasomessner/n14-distaso-messner-eng.
DiStaso, M., & McCorkindale, T. (2013). A Benchmark Analysis of the Strategic Use of Social Media for Fortune’s Most Admired US Companies on Facebook, Twitter and YouTube. Public Relations Journal, 7(1), 1–33. Retrieved from http://www.instituteforpr.org/a-benchmark-analysis-of-thestrategic-use-of-social-media-for-fortunes-most-admired-u-s-companies-on-facebook-twitter-and-youtube.
Esrock, S. L., & Leichty, G. B. (1999). Corporate World Wide Web pages : Serving the news media and other publics. Journalism and Mass Communication Quarterly, 76(3), 456–467.
Estanyol, E. (2012). Marketing, public relations, and how Web 2.0 is changing their relationship: A qualitative assessment of PR consultancies operating in Spain. Public Relations Review, 38(5), 831–837. https://doi.org/10.1016/j.pubrev.2012.04.006.
Estudio de Comunicación. (2017). Presencia de las empresas del Ibex 35 en el entorno digital. Retrieved from http://www.estudiodecomunicacion.com/extranet/portfolio-view/presenciade-las-empresas-del-ibex35-en-el-entorno-digital.
Fischer, E., & Reuber, A. R. (2011). Social interaction via new social media: (How) can interactions on Twitter affect effectual thinking and behavior? Journal of Business Venturing, 26(1), 1–18. https://doi.org/10.1016/j.jbusvent.2010.09.002.
Hether, H. J. (2014). Dialogic communication in the health care context: A case study of Kaiser Permanente’s social media practices. Public Relations Review, 40(5), 856–858. https://doi.org/10.1016/j.pubrev.2014.07.007.
Ingenhoff, D., & Koelling, A. M. (2009). The potential of Web sites as a relationship building tool for charitable fundraising NPOs. Public Relations Review, 35(1), 66–73. https://doi.org/10.1016/j.pubrev.2008.09.023.
Jo, S., & Kim, Y. (2003). The Effect of Web Characteristics on Relationship Building. Journal of Public Relations Research, 15(3), 199–223. https://doi.org/10.1207/S1532754XJPRR1503_1.
Keller, H. (2013). You really like me: Dialogic social media use in organizational communication. Gonzaga University.
Kent, M. L., & Taylor, M. (1998). Building Dialogic Relationships Through the World Wide Web. Public Relations Review, 24(3), 321–334.
Kent, M. L., & Taylor, M. (2002). Toward a Dialogic theory of public relations. Public Relations Review, 28, 21–37.
Kent, M. L., Taylor, M., & Mcallister-Spooner, S. M. (2008). Research in dialogic theory and public relations. In R. Mathur (Ed.), Public relations: An ethics engagement (pp. 1–17). New Delhi: Icfai University Press. Retrieved from http://faculty-staff.ou.edu/K/Michael.L.Kent-1/PDFs/Kent_Taylor_McAllister_Dialogue_2008.pdf.
Kim, D., Kim, J. H., & Nam, Y. (2014). How does industry use social networking sites? An analysis of corporate dialogic uses of Facebook, Twitter, YouTube, and LinkedIn by industry type. Quality and Quantity, 48(5), 2605–2614. https://doi.org/10.1007/s11135-013-9910-9.
Kim, S., Park, J.-H., & Wertz, E. K. (2010). Expectation gaps between stakeholders and web-based corporate public relations efforts: Focusing on Fortune 500 corporate web sites. Public Relations Review, 36(3), 215–221. https://doi.org/10.1016/j.pubrev.2010.04.001.
Kim, Chun, H., Kwak, Y., & Nam, Y. (2014). The Employment of Dialogic Principles in Website, Facebook, and Twitter Platforms of Environmental Nonprofit Organizations. Social Science Computer Review, 32(5), 590–605. https://doi.org/10.1177/0894439314525752.
Kitchen, P. J., & Panopoulos, A. (2010). Online public relations: The adoption process and innovation challenge, a Greek example. Public Relations Review, 36(3), 222–229. https://doi.org/10.1016/j.pubrev.2010.05.002.
Kwak, H., Lee, C., Park, H., & Moon, S. (2010). What is Twitter, a Social Network or a News Media? In 19th international World Wide Web (WWW) conference Raleigh NC (pp. 591–600). New York: North Carolina State University and the University of North Carolina. https://doi.org/10.1145/1772690.1772751.
Lalueza, F. (2006). Does persuasive communication constitute the communicative paradigm of the knowledge society? Retrieved March 3, 2014, from http://www.uoc.edu/uocpapers/3/dt/eng/lalueza.html.
Lee, S., Hwang, T., & Lee, H. (2006). Corporate blogging strategies of the Fortune 500 companies. Management Decision, 44(3), 316–334.
Lim, Y.-S., & Lee-Won, R. J. (2016). When retweets persuade: The persuasive effects of dialogic retweeting and the role of social presence in organizationsâ€TM Twitter-based communication. Telematics and
Informatics, 1–12. https://doi.org/10.1016/j.tele.2016.09.003.
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 - Revista de Comunicación,
(3), 889–904. https://doi.org/10.5294/pacla.2015.18.3.11.
Macnamara, J. (2010). Public relations and the social: How practitioners are using, or abusing, social media. Asia Pacific Public Relations Journal, 21–39. Retrieved from http://www.deakin.edu.au/arts-ed/apprj/articles/11-macnamara.pdf.
Madichie, N. O., & Hinson, R. (2013). A critical analysis of the “dialogic communications” potential of sub-Saharan African Police Service websites. Public Relations Review, 40(2), 338–350. http://doi.org/http://dx.doi.org/10.1016/j.pubrev.2013.10.009
McAllister-Spooner, S. M., & Kent, M. L. (2009). Dialogic Public Relations and Resource Dependency: New Jersey Community Colleges as Models for Web Site Effectiveness. Atlantic Journal of Communication, 17(4), 220–239. https://doi.org/10.1080/15456870903210113.
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), 1–13. Retrieved from http://www.instituteforpr.org/can-yousee-the-writing-on-my-wall-a-content-analysis-of-the-fortune-100sfacebook-social-networking-sites.
McCorkindale, T., & Morgoch, M. (2013). An analysis of the mobile readiness and dialogic principles on Fortune 500 mobile websites. Public Relations Review, 39(3), 193–197. https://doi.org/http://dx.doi.org/10.1016/j.pubrev.2013.03.008.
Muckensturm, E. (2013). Using Dialogic Principles on Facebook : How the Accommodation Sector Is Communicating With Its â€TM Consumers. Clemson University. Retrieved from http://tigerprints.clemson.edu/cgi/viewcontent.cgi?article=2657&context=all_theses&seiredir=1&referer=http://scholar.google.com/scholar?start=10&q=Is+Facebook+used+by+bed+and+breakfasts&hl=en&as_sdt=0,5#search=%22Facebook used by bed breakfasts%22.
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. https://doi.org/10.1016/j.pubrev.2003.11.008.
Navarro, C., & Moreno, Á. (2013). Las nuevas tecnologías en la comunicación estratégica. Análisis de los blogs corporativos en las empresas españolas. Razonypalabra.org.mx, 83(June-July 2013). Retrieved from
https://www.razonypalabra.org.mx/N/N83/V83/33_NavarroMoreno_V83.pdf.
Orihuela, J. L., & Villanueva, J. (2012). Los medios sociales en España: la visión de la alta dirección. Retrieved from http://www.iese.edu/es/files/IESE SocialMedia_tcm5-79261.pdf.
Ozdora-Aksak, E., & Atakan-Duman, S. (2014). The online presence of Turkish banks: Communicating the softer side of corporate identity. Public Relations Review. https://doi.org/10.1016/j.pubrev.2014.10.004.
Rybalko, S., & Seltzer, T. (2010). Dialogic communication in 140 characters or less: How Fortune 500 companies engage stakeholders using Twitter. Public Relations Review, 36(4), 336–341. https://doi.org/10.1016/j.pubrev.2010.08.004.
Steyn, P., Salehi-Sangari, E., Pitt, L., Parent, M., & Berthon, P. (2010). The Social Media Release as a public relations tool: Intentions to use among B2B bloggers. Public Relations Review, 36(1), 87–89. https://doi.org/10.1016/j.pubrev.2009.09.005.
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. https://doi.org/10.1016/S0363-8111(01)00086-8.
Traynor, J., Poitevint, M., Bruni, B., Stiles, H., Raines, K., & Little, H. (2008). On the ballot and in the loop: the dialogic capacity of campaign blogs in the 2008 election. In Annual meeting of the Association for Education in Journalism and Mass Communication. Chicago.
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. https://doi.org/10.1016/j.pubrev.2009.01.006.
Waters, R. D., & Jamal, J. Y. (2011). Tweet, tweet, tweet: A content analysis of nonprofit organizations’ Twitter updates. Public Relations Review, 37(3), 321–324. https://doi.org/10.1016/j.pubrev.2011.03.002.
Waters, R. D., & Lo, K. D. (2012). Exploring the Impact of Culture in the Social Media Sphere: A Content Analysis of Nonprofit Organizations’ Use of Facebook. Journal of Intercultural Communication Research, 41(3), 297–319. https://doi.org/10.1080/17475759.2012.728772.
Watkins, B. A. (2017). Experimenting with dialogue on Twitter: An examination of the influence of the dialogic principles on engagement, interaction, and attitude. Public Relations Review, 43(1), 163–171. https://doi.org/10.1016/j.pubrev.2016.07.002.
Wright, D. K., & Hinson, M. D. (2013). An Updated Examination of Social and Emerging Media Use in Public Relations Practice: A Longitudinal Analysis Between 2006 and 2013. Public Relations Journal, 7(3), 1–39. Retrieved from http://www.prsa.org/intelligence/prjournal/documents/2013_wrighthinson_2013.pdf.
Xifra, J., & Grau, F. (2010). Nanoblogging PR: The discourse on public relations in Twitter. Public Relations Review, 36(2), 171–174. https://doi.org/10.1016/j.pubrev.2010.02.005.
Xifra, J., & Huertas, A. (2008). Blogging PR: An exploratory analysis of public relations weblogs. Public Relations Review, 34(3), 269–275. https://doi.org/10.1016/j.pubrev.2008.03.022.
Zerfass, A., Moreno, Á., Ralph, T., Verèiè, D., & Verhoeven, P. (2017). European Communication Monitor 2017. How strategic communication deals with the challenges of visualisation, social bots and hypermodernity. Results of a survey in 50 Countries. Brussels. Retrieved from http://www.zerfass.de/ECM-WEBSITE/media/ECM2017-Results-ChartVersion.pdf.