La comunicación de la responsabilidad en los medios sociales

Vicente José  Ros Diego; Araceli  Castelló Martínez

doi:10.4185/RLCS-067-947-047-067

Authors

Vicente José Ros Diego Cardinal Herrera CEU University
Araceli Castelló Martínez University of Alicante https://orcid.org/0000-0001-5783-344X

DOI:

https://doi.org/10.4185/RLCS-067-947-047-067

Keywords:

Advertising, communication, Internet, marketing, corporate social responsibility

Abstract

Social platforms such as Facebook and Twitter have become essential channels in business strategies. Corporate Social Responsibility communication face new challenges in these spaces with a 2.0 philosophy, where company can interact with users, generate a brand community, increase its visibility and strengthen its positioning. This research aims to analyze how companies use the major social media in the exercise of responsibility communication. In order to do it, the methodology has been based on studying the corporate presence on the social platforms through case studies and online reputation measurement. The results show the use of these spaces by companies as business and advertising communication channels, although Corporate Social Responsibility programmes do not have a prominent presence. Despite possibilities for interaction and dialogue offered by these spaces, social media are still hardly used for responsibility communication.

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Author Biographies

Vicente José Ros Diego, Cardinal Herrera CEU University

Vicente-José Ros-Diego holds a Ph.D. in Communication (2006, with honours), an M.A. in Business Administration, and a B.A. in Information Sciences (in the area of Advertising and Public Relations) (2002), all from the CEU Cardenal Herrera University.

He has worked in the field of advertising and digital marketing in companies such as Las Provincias and Caja Rural Mediterranean. Since 2003 he works as Online Marketing Director for the CEU Cardenal Herrera University, and Online Marketing consultant for several companies.

He has participated in several congresses and conferences related to marketing, communication and digital advertising.

He is author of several books, including “eBranding. Posiciona tu marca en la Red” (eBranding. Position your brand on the Web). He is also the author of several articles and book chapters.

He teaches several subjects in postgraduate courses and in the B.A. programme in Advertising and Public Relations of the CEU Cardenal Herrera University, where he also directs the M.A. programme in Communication and Digital Branding.

Araceli Castelló Martínez, University of Alicante

Araceli Castelló-Martínez holds a Ph.D. in Communication from the CEU Cardenal Herrera University (2009), an M.A. in Integral Communication from the Complutense University of Madrid (2004), and a B.A. in Advertising and Public Relations (top Gradute Award with Special Distinction) from the University of Alicante (2003).

She has worked for over 5 years in online advertising planning for several websites (like Vocento and Ya.com) and media agencies (like Netthink and Initiative), in Spain and Belgium.

She is the author of the study entitled “Tendencias en la planificación publicitaria online” (Trends in online advertising planning) (AIMC, 2007) and the book entitled “Estrategias empresariales en la Web 2.0. Las redes sociales online” (Business strategies in the Web 2.0. Online social networks). She is also the author of various articles and book chapters.

She has been professor of “Systems and Processes in Advertising and PR” and “Deontology of Advertising and PR” at the University of Alicante and the CEU Cardenal Herrera University.

She currently teaches “Introduction to media research” within the B.A. in Advertising and PR programme of the University of Alicante, where she is part of several research groups.

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