Presence 2.0 of Galician SMEs: participation levels and engagement with the users

Abstract

From the necessity of the organizations to adapt themselves to environments 2.0 because of the demand from the existing market, this research quantifies and analyses the presence and the participation of current markets of Galician SMEs in the social media. Methodology. For that purpose, we have analysed, from the qualitative and quantitative points of view, the amount and the quality of registers taking into account types of presence, actualization frequency, interaction levels and communicative strategies implemented to the attainment of a social dialogue between public-organization. Results and conclusions. The conclusions point to the supremacy of Facebook as the mostly used network; although half of SMEs use social networks as a communication channel, they reflect a testimonial and SEO positioning rather than a dialogic space, so that, the engagement levels are scanty and reduced to punctual cases, resulting in a not widespread tendency.