¿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/ What Content are Companies Publishing on Social Media? Critical Discours

Cristina Aced Toledano, Ferran Lalueza Bosch

Resumen


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.


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