¿Qué contenidos publican las empresas en los medios sociales?: análisis crítico del discurso de las compañías del IBEX 35 y del Fortune 500 en blogs corporativos, Facebook y Twitter

• Cristina Aced Toledano ^[1] ; Ferrán Lalueza Bosch ^[1]
  1. [1] Universitat Oberta de Catalunya

     Universitat Oberta de Catalunya

     Barcelona, España

     
• Localización: Revista Internacional de Relaciones Públicas, ISSN-e 2174-3681, Vol. 6, Nº. 11 (enero-junio), 2016 (Ejemplar dedicado a: Relaciones Públicas en el Mundo Actual), págs. 135-154
• Idioma: español
• Títulos paralelos:
  • What Content are Companies Publishing on Social Media?: Critical Discours
• Enlaces
  • Texto completo (pdf)
• Dialnet Métricas: 14 Citas
• Resumen
  • español

    Los resultados de esta investigación muestran que no existe una gran diferencia entre el uso de los medios sociales que hacen las empresas estadounidenses y las empresas españolas.

    De hecho, el selectivo español despunta en algunos usos. Por ejemplo, la atención al cliente a través de Twitter está más extendida en las empresas del IBEX 35 que en las del Fortune 500. Además, las empresas del IBEX 35 publican más contenido audiovisual en los blogs y obtienen el doble de "me gusta" en Facebook que las empresas del Fortune 500.

    Se ha realizado un análisis crítico del discurso de los contenidos publicados por empresas del IBEX 35 y del Fortune 500 en blogs, Facebook y Twitter durante seis meses. Este estudio comparativo permite identificar buenas prácticas que permitan a los profesionales de las relaciones públicas hacer un uso estratégico de los medios sociales.

  • English

    Findings of this research show that the use of social media by American companies is not very different from that which Spanish firms make. In fact, the Spanish selective excels in some applications. For example, customer service via Twitter is more common in the IBEX 35 companies than in the Fortune 500 firms. In addition, the IBEX 35 companies publish more audiovisual content on blogs and get twice "likes" on Facebook than the Fortune 500 ones.

    A critical discourse analysis of the content published by IBEX 35 and Fortune 500 companies on blogs, Facebook and Twitter for six months has been carried. This comparative study allow us to identify best practices for making a strategic use of social media by public relations practitioners.

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