Las empresas en Facebook y Twitter. Situación actual y estrategias comunicativas

Jesús Ángel  Pérez Dasilva; Aingeru Genaut Arratibel; Koldo Meso Aierdi; Terese  Mendiguren Galdospin; Iñigo Marauri Castillo; Leire Iturregui Mardaras; María del Mar Rodríguez González; Diana  Rivero Santamarina

doi:10.4185/RLCS-2013-996

Authors

Jesús Ángel Pérez Dasilva University of the País Vasco http://orcid.org/0000-0002-3383-4859
Aingeru Genaut Arratibel University of the País Vasco https://orcid.org/0000-0003-3762-3570
Koldo Meso Aierdi University of the País Vasco http://orcid.org/0000-0003-3762-3570
Terese Mendiguren Galdospin University of the País Vasco http://orcid.org/0000-0003-3092-6608
Iñigo Marauri Castillo University of the País Vasco https://orcid.org/0000-0003-0883-8003
Leire Iturregui Mardaras University of the País Vasco http://orcid.org/0000-0001-9675-4218
María del Mar Rodríguez González University of the País Vasco http://orcid.org/0000-0001-9121-1468
Diana Rivero Santamarina University of the País Vasco https://orcid.org/0000-0003-2520-6518

DOI:

https://doi.org/10.4185/RLCS-2013-996

Keywords:

Social networks, Online marketing, Corporate communication, Web 2.0

Abstract

Given their influence, companies are being forced to integrate social networks in their communication strategies. Objectives. This article aims to provide an overview of the use of Facebook and Twitter by the main commercial brands in Spain and to analyse the communication strategies of the companies that tend to receive more complaints from the public. Method. The study is based on the examination of the social network accounts of the three brands with the highest advertising investment in each of the 15 industry sectors. A total of 5,433 tweets and 3,000 posts were analysed. Conclusions. The study confirmed the massive presence of these companies is the social networks and demonstrated the extreme variability of the number of followers, the traffic and the nature of the information published. However, it was also demonstrated that the use made of the different social networks and the communication strategies required by the different companies are distinguishable and identifiable.

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Author Biographies

Jesús Ángel Pérez Dasilva, University of the País Vasco

Jesús Ángel Pérez Dasilva (Bilbao, 1975) is professor at the School of Social and Communication Sciences of the University of the Basque Country (UPV/EHU) since 2001.

He has taught Media Models and News Genres, and currently teaches Online Journalism Writing, and the course Research Theory and Methods in Online Journalism at the M.A. programme in Social Research of the University of the Basque Country.

He holds a Bachelor’s Degree in Journalism. He completed a doctoral programme in 2006 with the thesis titled "Journals specialised in computer science", which was financed with a pre-doctoral scholarship granted by the Basque Government. He has published in journals such as Estudios del Mensaje Periodístico, Zer, Análisi, and Latina.

He completed a research stay at the University of Cambridge (2012) and has taught at the Nova University (Lisbon) and the University of Trieste.

His main line of research focuses on new technologies and online journalism. He has directed the research project EHU 11/11 Democratización de la prescripción: de las revistas de consumo a las redes sociales (“Democratisation of prescription: from consumer magazines to social networks”).

Aingeru Genaut Arratibel, University of the País Vasco

Aingeru Genaut Arratibel (Madrid, 1974) professor at the School of Social and Communication Sciences of the University of the Basque Country (UPV/EHU) since 2001.

He has taught Communication Policies and Opinion Genres, and currently teaches Computer Graphics, Journalism Technology and Journalistic Design, as well as Digital Editing in the Multimedia Master’s programme of the UPV/EITB.

He holds a Bachelor’s Degree in Journalism from the University of Navarra, and a Doctoral Degree (2012), obtained with the thesis titled "the professionalisation of the digital journalist: analysis of the educational offer in the Bachelor’s programmes in journalism in Spain", which was financed with a pre-doctoral scholarship granted by the Basque Government.

He has published in journals such as Estudios del Mensaje Periodístico, Zer and Análisi, and has completed a research stay at the University of Seville (2004). His main line of research focuses on new technologies and digital journalism.

Koldo Meso Aierdi, University of the País Vasco

Doctor in Information Sciences by the University of the Basque Country (UPV/EHU).

Professor at the School of Social and Communication Sciences of the same University, where he teaches Media Models and Introduction to Journalism. He directs the course on Digital Journalism on the internet organised by the Asmoz de Eusko Ikaskuntza Foundation, in collaboration with the Department of Journalism II of the Basque Country (UPV/EHU). His main lines of research are new technologies and the online journalism

Terese Mendiguren Galdospin, University of the País Vasco

Terese Mendiguren Galdospin holds a Bachelor’s Degree in Audiovisual Communication and a Doctoral Degree in Journalism, both from the University of the Basque Country (UPV/EHU), where she is Professor of journalism since 2003. She has worked as editor and coordinator of programmes for ETB and Bilbovisión.

In the latter network she also worked as a reporter, announcer and host of several entertainment and cultural programmes. She was an eventual collaborator at El Correo newspaper and the Campus channel of ElCorreo.tv. She is also screenwriter and events presenter.

Iñigo Marauri Castillo, University of the País Vasco

Iñigo Marauri Castillo (Vitoria, 1973) is Professor at the School of Social and Communication Sciences of the University of the Basque Country (UPV/EHU). He teaches News Genres and Journalistic Reporting. He holds a Bachelor’s Degree in Journalism and obtained a Doctoral Degree in 2008 with the thesis titled "Evolution in the treatment of events in the Spanish daily mainstream press (1977-2000)", which was financed with a pre-doctoral scholarship granted by the Basque Government. As a doctoral student, he completed research stays at the Catholic University of Chile (2003) and the Catholic University of Argentina (2004).

He has worked in El Correo and El País newspapers, and worked as editor-in-chief and deputy director of the print and online versions of the Consumer Eroski magazine (www.consumer.es).

He has also held the posts of Deputy Director and head of research at Consumidores, a multimedia project of the Basque public television and radio corporation (Euskal Irrati Telebista-EITB), which includes a weekly television programme in ETB2, a weekly radio programme on Radio Euskadi, and a website (www.eitb.com/consumidores).

Leire Iturregui Mardaras, University of the País Vasco

Leire Iturregui Mardaras holds a Bachelor’s Degree in Journalism and Political and Administration Sciences (speciality iin international relations) and a Doctoral Degree, both from the University of the Basque Country (UPV/EHU).

Her main lines of research have focused on international journalism, war journalism, digital journalism, and institutional communication. She has worked as Head of Communication at the Association of Basque Municipalities (EUDEL).

Since 2009, she has been a Professor at the School of Social and Communication Sciences of the University of the Basque Country, where she teaches News Writing in Radio.

María del Mar Rodríguez González, University of the País Vasco

María del Mar Rodríguez González (San Sebastián, 1974) has a PhD from the University of the Basque Country since 2005 with the thesis entitled: “Communication policies of public institutions in the face of projects that provoke social rejection. Zabalgarbi case ”. She obtained a degree in Journalism from the Faculty of CCSS and Information, University of the Basque Country in June 1997. She is currently responsible for the content of the Eroski Consumer project, within the Eroski Group Foundation. She is on the faculty at Esden, College of Business and Technology, where she teaches Crisis Communication. Among her publications as a researcher, the following stand out: "Public communication policies", in the Zer Magazine of Communication Studies, No. 20, pages 25-57; article "Institutional and service communication", in the journal Studies on the Journalistic Message, page 431. Vol 12, 2006; article "Institutional and service communication. The municipal web pages of the Spanish provincial capitals", in Anàlisi magazine, Quaderns de Comunicació y Cultura, pages 63-78. No. 33. 2006; article entitled "How to deal with communication in a crisis situation motivated by citizen rejection; Boroa case", in the Zer Magazine of Communication Studies, nº 17, p. 121; article entitled "Journalism for freedom", in the book The new witnesses of reality, directed and coordinated by José Antonio Dorronsoro and the collaboration of El Correo, as well as the University of the Basque Country published in 1996. He has carried out research stays as invited PhD candidate by the Universidad Católica de Chile (2003) and by the Universidad Católica Argentina (2004).

Diana Rivero Santamarina, University of the País Vasco

Diana Rivero Santamarina holds a Bachelor’s Degree in Journalism (2007) and a Doctoral Degree in Information Sciences (2013) from the University of the Basque Country. Her doctoral thesis was titled "The professional situation of female journalists in the main media companies in the Basque Country". She is currently a Professor at the Department of Journalism II, where she teaches Online Journalism Writing and Principles of Journalistic Design. Her main research lines focus on the study of the professional situation of journalists and the integration of the gender perspective in communication studies as a way to achieve change. Her secondary line of research focuses on the use of social networks as prescriptive forces by companies

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