Comunicación dialógica 2.0 en Facebook. Análisis de la interacción en las organizaciones de América Latina
DOI:
https://doi.org/10.4185/RLCS-2019-1373Palabras clave:
comunicación, América Latina, redes sociales, Facebook, organizaciones, engagementResumen
Introducción. Las redes sociales son instrumentos claves de comunicación para fomentar el diálogo con los públicos de las organizaciones. Metodología. El objetivo es conocer, mediante el análisis de contenido, cómo las organizaciones de América Latina están gestionando su comunicación en Facebook para fomentar el diálogo con sus públicos. Resultados. Las organizaciones tienen una presencia destacada y un buen nivel de actividad en Facebook, pero su interacción es baja. Discusión y Conclusiones. Las organizaciones están usando Facebook como herramienta de difusión de información y no como canal de comunicación con los públicos, manteniendo un enfoque unidireccional y poco dialógico. El enfoque comunicacional se centra en el aumento de la visibilidad, desaprovechando la gestión de la red social para generar y mantener relaciones con sus públicos a través del diálogo y el intercambio de información.
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