¿Son útiles los posts de Facebook favoritos de los usuarios para generar públicos informados y activos? Estudio de caso de las organizaciones contra el cáncer de mama/Are users' favorite Facebook posts useful to generate informed and active audiences?
DOI:
https://doi.org/10.5783/revrrpp.v8i15.513Keywords:
Redes sociales, cáncer de mama, análisis de contenido, estrategia de difusión, teoría situacional/Social networks, breast cancer, content analysis, dissemination strategy, situational theory.Abstract
El presente estudio profundiza en las características de los posts de Facebook con más engagement publicados en octubre por las organizaciones internacionales contra el cáncer de mama, valorando además si buscan incrementar el reconocimiento del problema, vencer restricciones y/o generar involucración y, por tanto, si contribuyen a crear públicos informados o activos. Facebook es una red social muy empleada por organizaciones del tercer sector para difundir sus mensajes. Diversos estudios analizan su utilización en el ámbito del cáncer en general y del cáncer de mama en particular. Con la pretensión de incorporar la perspectiva de las relaciones públicas a estos trabajos, esta investigación, que da continuidad a un estudio previo de sus autores, aplica la teoría situacional de los públicos (resumida en Grunig y Hunt, 1984), al análisis del contenido de Facebook. Este análisis, de carácter tanto cuantitativo como cualitativo, se realiza sobre los tres posts con mayor engagement, según la herramienta Like Inspector, publicados en octubre de 2017 en las páginas de Facebook de asociaciones vinculadas con el cáncer de mama. Los resultados permiten comprobar que estos posts preferidos por los usuarios tienen como finalidad mayoritaria la concienciación, por encima de otras como la detección precoz o la prevención y están orientados fundamentalmente a incrementar el nivel de involucración.
Palabras clave: Redes sociales, cáncer de mama, análisis de contenido, estrategia de difusión, teoría situacional.
Abstract
The present study focusses on the features of Facebook posts with most engagement figures published in October by international organizations fighting breast cancer in order to establish whether this communication aims at increasing the recognition of the problem, overcome restrictions and/or generate involvement thus creating informed or active audiences. Facebook is one of the most used network by organizations of the third sector to disseminate their messages. Several studies have addressed its use in the scope of cancer in general and specifically breast cancer. With the purpose of including the public relations perspective in this study, the authors apply the situational theory (Grunig & Hunt, 1984) in content analysis of Facebook in this second research which is a follow-up of last year’s work of the authors. This analysis, both quantitative and qualitative, is carried out on the three posts with major engagement according to Like Inspector published in October 2017 in Facebook pages of organizations related to breast cancer. The results make it possible to verify that these posts preferred by the users have the majority purpose of improving awareness, above others such as early detection or prevention, and they are fundamentally oriented to increase the level of involvement.
Keywords: Social networks, breast cancer, content analysis, dissemination strategy, situational theory.
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