Assessment of the interactive attitude and level of dialogue by Colombian companies on Facebook
This article aims to determine whether the thirty companies with the best reputation in Colombia, according to the annual study of corporate reputation mercoEmpresas prepared by MERCO (corporate reputation business monitor, in Spanish) use Facebook as a dialogic communication tool with their public....
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| Formato: | artículo |
| Estado: | Versión publicada |
| Fecha de publicación: | 2020 |
| País: | Uruguay |
| Recursos: | Universidad ORT Uruguay |
| Repositorio: | RAD |
| Idioma: | español |
| OAI Identifier: | oai:rad.ort.edu.uy:20.500.11968/4168 |
| Acesso em linha: | https://revistas.ort.edu.uy/inmediaciones-de-la-comunicacion/article/view/2958 https://hdl.handle.net/20.500.11968/4168 http://hdl.handle.net/20.500.11968/4168 |
| Access Level: | acceso abierto |
| Palavra-chave: | Corporate communication dialogic communication interaction companies Comunicación corporativa comunicación dialógica interacción empresas comunicação corporativa comunicação dialógica interação |
| Resumo: | This article aims to determine whether the thirty companies with the best reputation in Colombia, according to the annual study of corporate reputation mercoEmpresas prepared by MERCO (corporate reputation business monitor, in Spanish) use Facebook as a dialogic communication tool with their public. The first question was to answer whether Colombian companies have an active presence on Facebook, and, if so, to analyze the interactive attitude and the level of dialogue with the public on the social network. To carry out research, a content analysis –in part quantitative– was implemented of the 1.629 publications made by the selected companies on their corporate fanpages during a year. The findings showed that companies have an active presence on Facebook, but their use of the social network is mainly one-way and monological. On the basis of these oriented results, it is expected to carry out future research that, applying the same methodology to other social networks and organizations, will allow to determine up to what extent they replicate the current trend. |
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