Comparing Facebook as an interactive communication tool for companies in LatAm and worldwide
Article Sidebar
519)
Main Article Content
Authors
Abstract
952
Social networks have changed the communication rules between companies and their stakeholders. Facebook became an important tool of communication strategies to promote interaction and dialogue. The objective of this study is to analyze how companies in LatAm and worldwide are managing the interaction with their stakeholders on Facebook. For this paper, 159 corporate profiles and 32,760 posts were analyzed through the methodology of content analysis. The categories selected were communication approach, communication resources, interaction level, and interaction rate. Results illustrate that the communication of companies in LatAm and worldwide mainly involves an informative approach on Facebook. The content disseminated by companies is not promoting interaction with the stakeholders. In contrast, companies are managed in a unidirectional way, meaning that it is not managed to establish and strengthen relationships, but rather to get visibility.
References
Abitbol, A. & Lee, S. Y. (2017). Messages on CSR-dedicated Facebook pages: What works and what doesn’t. Public Relations Review, 43(4), 796-808. https://www.doi.org/10.1016/j.pubrev.2017.05.002
Aced-Toledano, C. & Lalueza, F. (2018). Monologues in the conversational era: Assessing the level of dialogic communication that big firms are reaching on social media. El Profesional de La Información, 27(6), 1270-1281. https://www.doi.org/10.3145/epi.2018.nov.10
Bortree, D. S. & Seltzer, T. (2009). Dialogic strategies and outcomes: An analysis of environmental advocacy groups’ Facebook profiles. Special Section on China Public Relations, 35(3), 317-319. https://www.doi.org/10.1016/j.pubrev.2009.05.002
Brubaker, P. J. & Wilson, C. (2018). Let’ s give them something to talk about: Global brands’ use of visual content to drive engagement and build relationships. Public Relations Review, 44(3), 342-352. https://www.doi.org/10.1016/j.pubrev.2018.04.010
Bruning, S. D., Dials, M. & Shirka, A. (2008). Using dialogue to build organization-public relationships, engage publics, and positively affect organizational outcomes. Public Relations Review, 34(1), 25-31. https://www.doi.org/10.1016/j.pubrev.2007.08.004
Capriotti, P., Carretón, C. & Castillo, A. (2016). Testing the level of interactivity of institutional websites: From museums 1.0 to museums 2.0. International Journal of Information Management, 36(1), 97-104. https://www.doi.org/10.1016/j.ijinfomgt.2015.10.003
Capriotti, P. & Losada-Díaz, J. C. (2018). Facebook as a dialogic communication tool at the most visited museums of the world. El Profesional de La Informacion, 27(3). https://www.doi.org/10.3145/epi.2018.may.17
Capriotti, P. & Pardo Kuklinski, H. (2012). Assessing dialogic communication through the Internet in Spanish museums. Public Relations Review, 38(4), 619-626. https://www.doi.org/10.1016/j.pubrev.2012.05.005
Castro, A. & Vega, F. (2018). El Estado de Social Media en América Latina. ComScore. Retrieved from https://www.comscore.com/
Cho, M., Schweickart, T. & Haase, A. (2014). Public engagement with nonprofit organizations on Facebook. Public Relations Review, 40(3), 565-567. https://www.doi.org/10.1016/j.pubrev.2014.01.008
Chung, A. Q. H., Andreev, P., Benyoucef, M., Duane, A. & O’Reilly, P. (2017). Managing an organisation’s social media presence: An empirical stages of growth model. International Journal of Information Management, 37(1), 1405-1417. https://www.doi.org/10.1016/j.ijinfomgt.2016.10.003
Cohen, D. (2016). Facebook Pages in September: Videos for Reach, Photos for Engagement. Retrieved from http://www.adweek.com/digital/locowise-september-2015/
Damásio, M. J., Dias, P. & Andrade, J. G. (2012). The PR Pyramid : Social media and the new role of Public Relations in organizations. Revista Internacional de Relaciones Públicas, 2(4), 11-30. https://www.doi.org/10.5783/RIRP-4-201201-11-30
Devaney, E. (2015). Social Media Benchmarks Report • 2015. Retrieved from https://cdn2.hubspot.net/hub/53/file-2415418647-pdf/00-OFFERS-HIDDEN/social-media-benchmarks-2015.pdf?t=1423113374840
Diga, M. & Kelleher, T. (2009). Social media use, perceptions of decision-making power, and public relations roles. Includes a Special Section: Public Relations in a Time of Economic Crisis, 35(4), 440-442. https://www.doi.org/10.1016/j.pubrev.2009.07.003
Dijkmans, C., Kerkhof, P. & Beukeboom, C. J. (2015). A stage to engage: Social media use and corporate reputation. Tourism Management, 47, 58-67. https://www.doi.org/10.1016/j.tourman.2014.09.005
Distaso, M. W. & McCorkindale, T. (2012). Social Media : Uses and Opportunities in Public Relations. Global Media Journal, 5(2), 75-82.
DiStaso, M. W. & McCorkindale, T. (2013). A Benchmark Analysis of the Strategic Use of Social Media for Fortune’s Most Admired U.S. Companies on Facebook, Twitter and Youtube. Public Relations Journal, 7(1), 1-33.
Estudio de Comunicación. (2019). Presencia de las Empresas del Ibex 35 en el Entorno Digital - Cuarta Edición -. Retrieved from https://noticias.mapfre.com/media/2019/07/Presencia-de-las-empresas-del-IBEX-en-el-entorno-digital.pdf
Eyrich, N., Padman, M. L. & Sweetser, K. D. (2008). PR practitioners’ use of social media tools and communication technology. Public Relations Review, 34(4), 412-414. https://www.doi.org/10.1016/j.pubrev.2008.09.010
Fanpage Karma. (n.d.). Company info. Retrieved from https://www.fanpagekarma.com/about;jsessionid=nodeaef-default-05--02--bg--02-p0bhbtcphxe9jrqqs2xp8suszfft8.nodeaef-default-05--02--bg--02-p0bh
Fosk, A. (2017). Futuro Digital 2017: América Latina. ComScore. Miami. Retrieved from https://www.comscore.com/lat/Insights/Presentations-and-Whitepapers/2017/2017-LATAM-Digital-Future-in-Focus
Fosk, A. (2018). Futuro Digital Global. El Estado de Digital en el Mundo. ComScore. Miami. Retrieved from https://www.comscore.com/lat/Prensa-y-Eventos/Presentaciones-y-libros-blancos/2018/Futuro-Digital-Global-2018
Fuertes-Callén, Y., Cuellar-Fernández, B. & Pelayo-Velázquez, M. (2014). Determinants of online corporate reporting in three Latin American markets. Online Information Review, 38(6), 806-831. https://www.doi.org/10.1108/OIR-10-2013-0240
Gálvez-Rodríguez, M. del M., Sáez-Martín, A., García-Tabuyo, M. & Caba-Pérez, C. (2018). Exploring dialogic strategies in social media for fostering citizens' interactions with Latin American local governments. Public Relations Review, 44(2), 265-276. https://www.doi.org/10.1016/j.pubrev.2018.03.003
Gonçalvez Pereira, H., Salgueiro, M. de F. & Mateus, I. (2014). Say yes to Facebook and get your customers involved ! Relationships in a world of social networks. Business Horizons, 57, 695-702. https://www.doi.org/10.1016/j.bushor.2014.07.001
Guillory, J. E. & Sundar, S. S. (2014). How Does Web Site Interactivity Affect Our Perceptions of an Organization? Journal of Public Relations Research, 26(1), 44-61. https://www.doi.org/10.1080/1062726X.2013.795866
Hartshorne, D. (2020). How Often Should You Post on Social Media in 2020? Retrieved from https://www.sendible.com/insights/how-often-to-post-on-social-media
Hassink, H., Bollen, L. & Steggink, M. (2007). Symmetrical versus asymmetrical company-investor communications via the internet. Corporate Communications: An International Journal, 12(2), 145-160. https://www.doi.org/10.1108/13563280710744829
Huang, Y.-C., Lin, Y. & Saxton, G. D. (2016). Give Me a Like: How HIV/AIDS Nonprofit Organizations Can Engage Their Audience on Facebook. AIDS Education and Prevention, 28(6), 539-556. https://www.doi.org/10.1007/s10551-015-2769-z.For
Hutchinson, A. (2019). How Much Time Do People Spend on Social Media in 2019? [Infographic]. Retrieved from https://www.socialmediatoday.com/news/how-much-time-do-people-spend-on-social-media-in-2019-infographic/560270/
Iniesta, C. R. (2012). El uso de las herramientas digitales por parte de los bancos. El caso de la imagen en Internet de Banco Santander y BBVA en época de crisis. Revista Internacional de Relaciones Públicas, II, 51-72. https://www.doi.org/10.5783/RIRP-4-2012-03-51-72
Invodo. (2016). Video Statistics. The Marketer’s Summary 2016. Retrieved from http://www.invodo.com/thank-you/thank-you-2016-video-statistics/
Ji, G. Y., Li, C., North, M. & Liu, J. (2016). Staking reputation on stakeholders: How does stakeholders’ Facebook engagement help or ruin a company’s reputation? Public Relations Review, 43(1), 201-210. https://www.doi.org/10.1016/j.pubrev.2016.12.004
Jo, S. & Kim, Y. (2003). The Effect of Web Characteristics on Relationship Building. Journal of Public Relations Research, 15(3), 199-223. https://www.doi.org/10.1207/S1532754XJPRR1503_1
Jordan, R. (2017). How Frequently Should I Post to Facebook? — Rachel B Jordan. Retrieved from http://www.rachelbjordan.com/marketing-leadership-blog/how-frequently-should-i-post-to-facebook
Kang, H. & Sundar, S. S. (2016). When Self Is the Source: Effects of Media Customization on Message Processing. Media Psichology, 19(4), 1-28. https://www.doi.org/10.1080/15213269.2015.1121829
Kaptein, M. & Tulder, R. van (2003). Toward Effective Stakeholder Dialogue. Business & Society, 108(2), 203-224. https://www.doi.org/10.1111/1467-8594.00161
Kaushik, A. (2011). Best social media metrics: Conversation, amplification, applause, economic value. Retrieved from http://www.kaushik.net/avinash/best-social-media-metrics-conversation-amplification-applause-economic-value/
Kemp, S. (2019). Digital 2019: Essential Insights Into How People Around The World Use The Internet, Mobile Devices, Social Media, and E-Commerce. We Are Social & Hootsuite. Retrieved from https://es.slideshare.net/DataReportal/digital-2019-argentina-january-2019-v01?from_action=save
Kent, M. L. & Taylor, M. (1998). Building dialogic relationships through the world wide web. Public Relations Review, 24(3), 321-334. https://www.doi.org/10.1016/S0363-8111(99)80143-X
Kent, M. L. & Taylor, M. (2002). Toward a dialogic theory of public relations. Public Relations Review, 28(1), 21-37. https://www.doi.org/10.1016/S0363-8111(02)00108-X
Kent, M. L., Taylor, M. & White, W. J. (2003). The relationship between Web site design and organizational responsiveness to stakeholders. Public Relations Review, 29(1), 63-77. https://www.doi.org/10.1016/S0363-8111(02)00194-7
Ki, E.-J. & Nekmat, E. (2014). Situational crisis communication and interactivity: Usage and effectiveness of Facebook for crisis management by Fortune 500 companies. Computers in Human Behavior, 35, 140-147. https://www.doi.org/10.1016/j.chb.2014.02.039
Kim, J. Y. & Hammick, J. K. (2017). Effects of corporate online communication on attitude and trust : Experimental analysis of Twitter messages. Public Relations Journal, 11(2), 1-19. Retrieved from https://prjournal.instituteforpr.org/wp-content/uploads/Twitter-Messaging-2-2.pdf
Kim, S., Kim, S.-Y. & Hoon Sung, K. (2014). Fortune 100 companies' Facebook strategies: corporate ability versus social responsibility. Journal of Communication Management, 18(4), 343-362. https://www.doi.org/10.1108/JCOM-01-2012-0006
Lee, S. (2016). How can companies succeed in forming CSR reputation? Corporate Communications: An International Journal, 21(4), 435-449. https://www.doi.org/10.1108/CCIJ-01-2016-0009
Losada-Díaz, J. C. & Capriotti, P. (2015). La comunicación de los museos de arte en Facebook: comparación entre las principales instituciones internacionales y españolas. Palabra Clave, 18(3), 889-904. https://www.doi.org/10.5294/pacla.2015.18.3.11
Luarn, P., Lin, Y.-F. & Chiu, Y.-P. (2015). Influence of Facebook brand-page posts on online engagement. Online Information Review, 39(4), 505-519. https://www.doi.org/10.1108/OIR-01-2015-0029
McCorkindale, T. (2010). Can you see the writing on my wall? A content analysis of the Fortune 50’s Facebook social networking sites. Public Relations Journal, 4(3), 1-14. https://www.doi.org/10.1017/CBO9781107415324.004
Moreno, A. & Capriotti, P. (2006). La comunicación de las empresas españolas en sus webs corporativas. Análisis de la información de responsabilidad social, ciudadanía corporativa y desarrollo sostenible. Zer - Revista de Estudios de Comunicación, 11(21), 49-64. Retrieved from http://www.ehu.eus/zer/hemeroteca/pdfs/zer21-04-moreno.pdf
Moreno, A., Molleda, J. C., Álvarez Nobell, A., Herrera, M. V., Athaydes, A. & Suárez, A. M. (2019). Comunicación estratégica y sus retos: fake news, confianza, información para la toma de decisiones, liderazgo y compromiso laboral. Resultados de una encuesta en 19 países. Brussels & Madrid. Retrieved from www.latincommunicationmonitor.com
Moreno, A., Molleda, J. C., Athaydes, A. & Suárez, A. M. (2015). Latin American Communication Monitor 2015: Excelencia en comunicación estratégica, trabajo en la era digital, social media y profesionalización. Resultados de una encuesta en 18 países. EUPRERA. Brussels. Retrieved from http://www.conferp.org.br/wp-content/uploads/2015/06/LCM_2014-15_Resultados_Final.pdf
Murphy, B., Maguiness, P., Pescott, C., Wislang, S., Ma, J. & Wang, R. (2005). Stakeholder perceptions presage holistic stakeholder relationship marketing performance. European Journal of Marketing, 39(9-10), 1049-1059. https://www.doi.org/10.1108/03090560510610716
Narayanan, M., Asur, S., Nair, A., Rao, S., Kaushik, A., Mehta, D. & Lalwani, R. (2012). Social media and business. Vikalpa: The Journal for Decision Makers, 37(4), 69-111. https://www.doi.org/10.1016/j.orgdyn.2015.12.006
Navarro, C., Moreno, A. & Zerfass, A. (2018). Mastering the dialogic tools Social media use and perceptions of public. Journal of Communication Management, 22(1), 28-45. https://www.doi.org/10.1108/JCOM-12-2016-0095
Neill, M. S. & Moody, M. (2015). Who is responsible for what? Examining strategic roles in social media management. Public Relations Review, 41(1), 109-118. https://www.doi.org/10.1016/j.pubrev.2014.10.014
Oliveira, A. & Capriotti, P. (2014). Internet as a key tool for publics to communicate with organizations. The case of the Spanish energy sector. Catalan Journal of Communication & Cultural Studies, 6(1), 143-151. https://www.doi.org/10.1386/cjcs.6.1.143_1
Pace, S., Buzzanca, S. & Fratocchi, L. (2014). The structure of conversations on social networks: Between dialogic and dialectic threads. International Journal of Information Management, 36(6), 1144-1151. https://www.doi.org/10.1016/j.ijinfomgt.2016.04.001
Patel, N. (2016). How Frequently You Should Post on Social Media According to the Pros. Retrieved from https://www.forbes.com/sites/neilpatel/2016/09/12/how-frequently-you-should-post-on-social-media-according-to-the-pros/#4356de7e240f
Pletikosa Cvijikj, I. & Michahelles, F. (2013). Online engagement factors on Facebook brand pages. Social Network Analysis and Mining, 3(4), 843-861. https://www.doi.org/10.1007/s13278-013-0098-8
Quintly. (2016). Brand Study H1 2016: How do 30 of the biggest brands use Facebook? Retrieved from https://www.quintly.com/blog/2016/10/30-biggest-brands-on-facebook-analyzed-in-depth/
Rayson, S. (2017). Facebook Engagement for Brands and Publishers Falls 20% In 2017. Retrieved from http://buzzsumo.com/blog/facebook-engagement-brands-publishers-falls-20-2017/
Safko, L. & Brake, D. K. (2009). The Social media bible : tactics, tools, and strategies for business success. New Jersey: Wiley.
Seltzer, T. & Mitrook, M. A. (2007). The dialogic potential of weblogs in relationship building. Public Relations Review, 33(2), 227-229. https://www.doi.org/10.1016/j.pubrev.2007.02.011
Shih, C. C. (2009). The Facebook Era: Tapping Online Social Networks to Built Better Products, Reach New Audiences, and Sell More Stuff. (M. Taub, Ed.). USA: Prentice Hall.
Shin, W., Pang, A. & Kim, H. J. (2015). Building Relationships Through Integrated Online Media: Global Organizations’ Use of Brand Web Sites, Facebook, and Twitter. Journal of Business and Technical Communication, 29(2), 184-220. https://www.doi.org/10.1177/1050651914560569
Sixto García, J., Aguado Domínguez, N. & Riveiro Castro, R. (2017). Presencia 2.0 de las pymes gallegas: niveles de participación y engagement con los usuarios. Revista Latina de Comunicación Social, 72, 47-68. https://www.doi.org/10.4185/RLCS-2017-1153es
Smith, T. (2017). Global Web Index Trends 17: The Trends to Watch in 2017. Retrieved from https://cdn2.hubspot.net/hubfs/304927/Downloads/Trends-17.pdf
Sprout Social. (2017). Consumers Aren’ t Looking to Buy From Brands That Are “Cool” on Social. THE Q2 2017 SPROUT SOCIAL INDEX. Retrieved from https://media.sproutsocial.com/
Statista. (2017). Average number of weekly posts on social media in the U.S. 2015. Retrieved from https://www.statista.com/statistics/620974/average-number-brand-posts-social-media/
Sundstrom, B. & Levenshus, A. B. (2017). The art of engagement: dialogic strategies on Twitter. Journal of Communication Management, 21(1), 17-33. https://www.doi.org/10.1108/JCOM-07-2015-0057
Taylor, M. & Kent, M. L. (2014). Dialogic Engagement: Clarifying Foundational Concepts. Journal of Public Relations Research, 26(5), 384-398. https://www.doi.org/10.1080/1062726X.2014.956106
Taylor, M., Kent, M. L. & White, W. J. (2001). How activist organizations are using the Internet to build relationships. Public Relations Review, 27(3), 263-284. https://www.doi.org/10.1016/S0363-8111(01)00086-8
Theunissen, P. & Wan Noordin, W. N. (2012). Revisiting the concept ‘dialogue’ in public relations. Public Relations Review, 38(1), 5-13. https://www.doi.org/10.1016/j.pubrev.2011.09.006
Valentine, O. (2017). Over 1 in 2 Now Watch Video on Social Each Month - GlobalWebIndex Blog. Retrieved from http://blog.globalwebindex.net/chart-of-the-day/1-2-now-watch-video-social-month/
Van den Berg, A. C. & Verhoeven, J. W. M. (2017). Understanding social media governance: seizing opportunities, staying out of trouble. Corporate Communications: An International Journal, 22(1), 149-164. https://www.doi.org/10.1108/CCIJ-06-2015-0035
Van Wissen, N. (2017). Building Stakeholder Relations Online : How Nonprofit Organizations Use Dialogic and Relational Maintenance Strategies on Facebook. Communication Management Review, 2(April), 54-74. https://www.doi.org/10.22522/cmr20170119
Wang, Y. (2015). Incorporating Social Media in Public Relations : A Synthesis of Social Media-Related Public Relations Research. Public Relations Journal, 9(2007), 1-14.
Wang, Y. & Yang, Y. (2020). Dialogic communication on social media: How organizations use Twitter to build dialogic relationships with their publics. Computers in Human Behavior, 104 (September 2019), 106-183. https://www.doi.org/10.1016/j.chb.2019.106183
Waters, R. D., Burnett, E., Lamm, A. & Lucas, J. (2009). Engaging stakeholders through social networking: How nonprofit organizations are using Facebook. Public Relations Review, 35(2), 102-106. https://www.doi.org/10.1016/j.pubrev.2009.01.006
Wright, D. K. & Hinson, M. (2017). Tracking How Social and Other Digital Media are Being Used in Public Relations Practice : A Twelve-Year Study. Public Relations Journal, 11(1). Retrieved from https://prjournal.instituteforpr.org/wp-content/uploads/PRJ-2017-Wright-Hinson-2-1.pdf
Yang, S.-U., Kang, M. & Cha, H. (2015). A Study on Dialogic Communication, Trust, and Distrust: Testing a Scale for Measuring Organization-Public Dialogic Communication (OPDC). Journal of Public Relations Research, 27(2), 175-192. https://www.doi.org/10.1080/1062726X.2015.1007998
Zeler, I., Oliveira, A. & Malaver, S. (2019). La gestión comunicativa de las empresas vitivinícolas de España en las principales redes sociales Communication management of Spanish wine companies in the main social networks. Revista Internacional de Relaciones Públicas, IX, 161-178. https://www.doi.org/10.5783/RIRP-18-2019-09-161-178
Zerfass, A., Moreno, Á., Tench, R., Verčič, D. & Verhoeven, P. (2017). European Communication Monitor 2017. How strategic communication deals with the challenges of visualisation, social bots and hypermodernity. Results of a survey in 50 countries. Brussels: EACD/EUPRERA, Quadriga Media Berlin. Retrieved from www.communicationmonitor.eu
Metrics
|
|
Details
Article Details
RIGHTS TRANSFER
By submitting the article for evaluation and subsequent publication in Communication & Society, the AUTHOR exclusively assigns the rights of public communication, reproduction, distribution and sale for commercial exploitation to the University of Navarra through its Publications Service, for the maximum legal term in force -the entire life of the author and seventy years after his death or declaration of death-, in any country, and in any of the current and future edition modalities, both in print and electronic versions.
In the event that the article is not accepted for publication , this transfer of rights lapses with the communication of the refusal to the AUTHOR.
The AUTHOR affirms that the article is unpublished, that it has not been sent simultaneously to another publication medium and that the rights have not been transferred exclusively previously. He is responsible to the University of Navarra through its Publications Service for the authorship and originality of his work, as well as for all pecuniary charges that may arise for the University of Navarra through its Publications Service, in favor of third parties due to actions, claims or conflicts arising from the breach of obligations by the AUTHOR.
