Facebook as a Public Relations tool in companies: Information of business and the CSR in the world's most reputable companies

Identifier:  imarina:5753083

Handle: https://hdl.handle.net/20.500.11797/imarina5753083

Authors:  Zeler, Ileana; Capriotti, Paul

Abstract:
The aim of this article is to know the main content the companies disseminate on Facebook, and the information resources they use. The results of this research indicate that the presence of the companies on Facebook is focus in the dissemination of businesses information, and rarely they take advantage of the social network to promote the CSR, with low interaction. Then, companies tend to use Facebook as a channel for the dissemination of commercial information, and not like a channel for the Corporate Social Responsibility (CSR) communication. Also, the companies are not using enough interactive resources. Therefore, companies need to review their communication and Public Relation strategies in the social network and integrate all the organizational aspects, promoting the dialogue and encouraging users to get involved in the conversations.