Social Media as a strategic tool for Corporate Communication.- Los Medios Sociales como una Herramienta Estratégica para la Comunicación Corporativa

Authors

  • Lina Margarita Gomez Vasquez Universitat Jaume I
  • Ivette Soto Velez Universidad Metropolitana

DOI:

https://doi.org/10.5783/revrrpp.v1i2(jul-dic).22

Keywords:

Medios sociales, Relaciones Públicas, Comunicación Corporativa, Facebook, Twitter

Abstract

Compañías alrededor del mundo están utilizando los medios sociales para diferentes propósitos: servicio al cliente,  mercadeo, comunicaciones internas, relaciones públicas o responsabilidad social corporativa, etc.  Hoy en día es una realidad que los medios sociales están cambiando la manera en que se comunican las compañías con los distintos públicos de interés, trayendo consigo oportunidades para la colaboración, el intercambio de ideas, la participación y el compromiso. En la actualidad los medios sociales  son concebidos en el mundo corporativo como un socio estratégico comunicativo, brindando oportunidades nuevas y únicas para el fomento de un diálogo efectivo con diferentes públicos. Somos testigos de una nueva era digital donde los consumidores se están convirtiendo en usuarios activos en vez de permanecer como  individuos pasivos, cambiando así dramáticamente cómo la sociedad opera. Pero, ¿son los medios sociales utilizados ampliamente por las empresas con el fin de facilitar y mejorar las comunicaciones?  Esta investigación pretende descubrir el uso que las empresas puertorriqueñas le dan a las distintas plataformas de medios sociales. Un análisis de contenido fue realizado a las páginas oficiales de Facebook y Twitter de las 400 mejores empresas locales de Puerto Rico del año 2009. El objetivo principal fue descubrir si los medios sociales son utilizados principalmente como una herramienta estratégica para la comunicación corporativa, fomentando así la participación de distintos públicos en conversaciones. Los resultados encontrados indican que las compañías puertorriqueñas no utilizan los medios sociales para el fomento de la comunicación con sus distintos públicos de interés, fallando en tomar ventaja de los enormes beneficios que los medios sociales ofrecen para la comunicación.

 

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Author Biographies

Lina Margarita Gomez Vasquez, Universitat Jaume I

Lina M. Gomez is a Doctoral Candidate in  Organizational Sustainability at “Universitat Jaume I”, Spain. She received her BA in Social Communication and Journalism from “Universidad del Norte”, Colombia, and her MA in Communication from University of Puerto Rico. Lina also holds a Master in Sustainability and Corporate Social Responsibility from “Universidad Nacional de Educación a Distancia”, Spain. Her research interests focus on Corporate Social Responsibility, Corporate Communication, and Social Media.

Ivette Soto Velez, Universidad Metropolitana

Ivette Soto is a Lecturer of Public Relations in the School of Social Science, Humanities and Communications at “Universidad Metropolitana”, Puerto Rico. She received her doctorate in Organizational Communication at University of Malaga, Spain. She also has a BA and MA in Communication from University of Puerto Rico. Her research interests include public relations, liberty of press and privacy, and brand image of Puerto Rico as a tourism destination.

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Published

2011-12-22

How to Cite

Gomez Vasquez, L. M., & Soto Velez, I. (2011). Social Media as a strategic tool for Corporate Communication.- Los Medios Sociales como una Herramienta Estratégica para la Comunicación Corporativa. International Journal of Public Relations, 1(2(jul-dic), 157–174. https://doi.org/10.5783/revrrpp.v1i2(jul-dic).22

Issue

Vol. 1 No. 2(jul-dic) (2011): Dirección de Comunicación

Section

ARTÍCULOS

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