Comunicación dialógica 2.0 en Facebook. Análisis de la interacción en las organizaciones de América Latina

Paul  Capriotti; Ileana  Zeler; Oliveira Oliveira

doi:10.4185/RLCS-2019-1373

Authors

Paul Capriotti Universitat Rovira i Virgili http://orcid.org/0000-0002-9398-5886
Ileana Zeler Universitat Rovira i Virgili http://orcid.org/0000-0002-5550-1000
Oliveira Oliveira Universitat de Girona https://orcid.org/0000-0002-1370-6139

DOI:

https://doi.org/10.4185/RLCS-2019-1373

Keywords:

communication, Latin America, social networks, Facebook, organizations, engagement

Abstract

Introduction. Social networks are key communication tools that enable organizations to engage in dialogue with their publics. Methodology. The objective is to determine, through content analysis, how Latin American organizations are using Facebook to foster dialogue with their publics. Results. Organizations have a prominent presence and a good level of activity on Facebook, but their interaction rate is low. Discussion and Conclusions. Organizations are using Facebook as a tool for disseminating information but not as a channel of communication with their publics; instead they maintain an unidirectional and non-dialogical approach. Their approach to communication focuses on increasing their visibility and fails to take advantage of the opportunities offered by social networks to generate and maintain relationships with their publics through dialogue and the exchange of information

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Author Biographies

Paul Capriotti, Universitat Rovira i Virgili

He is currently PhD on Communication Sciences by Universitat Autònoma de Barcelona (UAB), professor of public relations and corporate communication of Universitat Rovira i Virgili (URV) and guest professor in Spanish and Latin American universities. He is author of several books, among them Branding corporativo (2009) [Corporate Branding], and of different articles in journals of international prestige. He is also director of Bidireccional, a consultancy firm of communication strategy and mediatic reputation.

Ileana Zeler, Universitat Rovira i Virgili

She is currently PhD on communication by Universitat Rovira i Virgili (URV). Professor of Communication and Public Relations in URV. She is author of articles in international scientific journals. Her research is focused on “organizational communication”, “public relations”, “corporate social responsibility” and “social media”.

Oliveira Oliveira, Universitat de Girona

She is currently PhD on Communication Sciences by Universitat Rovira i Virgili (URV). Professor of communication management in crisis situations and of corporate image in Universitat de Girona and of Public Relations Techniques in URV. Author of different articles in journals of international prestige. Her interests are focused on “public relations”, “communication in crisis situations”, “communication and health” and “social media”.

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