Facebook como instrumento de comunicación en las empresas de América Latina

Identifier:  TDX:2764

Handle: https://hdl.handle.net/20.500.11797/TDX2764

Authors:  Zeler Pighin, Ileana

Abstract:
Facebook has become such an important tool for organizations that it has been included into their Communication and Public Relations strategies with their publics. The purpose of this research is to analyze how the most reputable Latin American companies manage their communication on Facebook. Results indicate that companies have a majority presence but it is not good enough like it would be expected. Its activity is quite regular in this social media, but its communication is mainly focused on the dissemination of unidirectional information in business topics (and poor on CSR) missing the opportunities that Facebook offers to promote the interaction with their publics. In this way, companies need to rethink their communication strategies and management on Facebook, making it much more active and promoting the interaction and the engagement with their publics.