Facebook como herramienta de Relaciones Públicas en las empresas: Información de negocios y de RSE en las empresas con mejor reputación a nivel mundial / Facebook as a Public Relations tool in companies: Information of business and the CSR in the world´s

Ileana Zeler, Paul Capriotti

Resumen


Este artículo tiene como objetivo conocer los principales contenidos que difunden las empresas en Facebook, y los recursos de información que utilizan para ello. Los resultados de la investigación indican que la presencia de las empresas en Facebook está orientada a la difusión de contenidos de negocios, y muy pocas veces aprovechan la red social para promover la RSE, con poca interacción. Así, el uso de Facebook en las empresas se caracteriza por la difusión de información comercial, y no tanto de la Responsabilidad Social Empresaria (RSE), aplicando recursos poco interactivos. Por lo tanto, es necesario que las empresas revisen sus estrategias de comunicación y Relaciones Públicas en esta red social e integren todos los aspectos organizacionales, fomentando el diálogo y estimulando a los usuarios a involucrarse en las conversaciones.


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