Monologues in the conversational era: Assessing the level of dialogic communication that big firms are reaching on social medi

Autores/as

DOI:

https://doi.org/10.3145/epi.2018.nov.10

Palabras clave:

Social media, Social networks, Web 2.0, Dialogic communication, Dialogue, Conversation, Public relations, Best practices, Big companies.

Resumen

Ibex 35 and Fortune 500 companies are still not fully utilizing the dialogic potential of social media. The percentage of companies with a low level of dialogic communication exceeds the percentage of companies with a high level in both groups, according to this study which assesses the level of dialogic communication developed by firms with their external audiences on blogs, Facebook and Twitter in an integrated way. Based on Kent & Taylor´s (1998) framework, a dialogic conceptual tool has been created, refined and applied to all the sample. The tool analyzes 73 variables on three dimensions: Presence, Content and Interactivity. Inter-method triangulation has been applied to carry out the research: virtual ethnography, critical discourse analysis (CDA) and interviews with experts.

Descargas

Los datos de descargas todavía no están disponibles.

Biografía del autor/a

Cristina Aced-Toledano, Universitat Oberta de Catalunya

Cristina Aced is an adjunct professor in the Department of Information and Communication Sciences at the Universitat Oberta de Catalunya and Lecturer in the Master Degree in Protocol and Public Relations at Universitat Pompeu Fabra (UPF). She also works as an independent PR and social media consultant since 2006. She holds a PhD in the Information and Knowledge Society Program from the Universitat Oberta de Catalunya (UOC). She has published more than ten books on digital communication and PR and has published her works in several academic journals.

Ferran Lalueza, Universitat Oberta de Catalunya

Ferran Lalueza is an associate professor in the Department of Information and Communication Sciences at the Universitat Oberta de Catalunya and an adjunct professor in the Department of Communication at the Universitat Pompeu Fabra (Barcelona, Spain). A former reporter, he also worked as a PR senior consultant at Burson-Marsteller for almost a decade. His academic qualifications include a PhD and a MA in Journalism, and a Graduate Certificate in Information Sciences. He is a member of the research group GAME (Research Group in Learning, Media and Entertainment).

Citas

Aced, Cristina; Lalueza, Ferran (2012). "How (Spanish) companies are using social media: a proposal for a qualitative assessment tool". In: Intl Conf on Social e-xperience. Barcelona.

Aced, Cristina; Lalueza, Ferran (2016). "¿Qué contenidos publican las empresas en los medios sociales? Análisis crí­tico del discurso de las compañí­as del Ibex 35 y del Fortune 500 en blogs corporativos, Facebook y Twitter". Revista internacional de relaciones públicas, v. 6, n. 11, pp. 135-154. https://doi.org/10.5783/RIRP-11-2016-08-135-154

Adams, Amelia; McCorkindale, Tina (2013). "Dialogue and transparency: A content analysis of how the 2012 presidential candidates used Twitter". Public relations review, v. 39, n. 4, pp. 357-359. https://doi.org/10.1016/j.pubrev.2013.07.016

Agozzino, Alisa (2015). Dialogic communication through "pinning": An analysis of top 10 most-followed organizations´ Pinterest profiles". Public relations journal, v. 9, n. 3. https://goo.gl/ucjPmU

Barnes, Nora-Ganim; Lescault, Ava M.; Wright, Stephanie (2013). "2013 Fortune 500 are bullish on social media"¯: Big companies get excited about Google+, Instagram, Foursquare and Pinterest". UMass Dartmouth, pp. 1-9. https://www.umassd.edu/media/umassdartmouth/cmr/studiesandresearch/2013_Fortune_500.pdf

Bortree, Denise-Sevic; Seltzer, Trent (2009). "Dialogic strategies and outcomes: An analysis of environmental advocacy groups´ Facebook profiles". Public relations review, v. 35, n. 3, pp. 317-319. https://doi.org/10.1016/j.pubrev.2009.05.002

Capriotti, Paul; González-Herrero, Alfonso (2013). "Managing media relations in museums through the Internet: A model of analysis for online pressrooms in museums". Museum management and curatorship, v. 28, n. 4, pp. 413-429. https://doi.org/10.1080/09647775.2013.831246

Capriotti, Paul; Moreno, Ángeles (2007a). "Communicating corporate responsibility through corporate web sites in Spain". Corporate communications, v. 12, n. 3, pp. 221-237. https://doi.org/10.1108/13563280710776833

Capriotti, Paul; Moreno, Ángeles (2007b). "Corporate citizenship and public relations: The importance and interactivity of social responsibility issues on corporate websites". Public relations review, v. 33, n. 1, pp. 84-91. https://doi.org/10.1016/j.pubrev.2006.11.012

Capriotti, Paul; Pardo-Kuklinski, Hugo (2012). "Assessing dialogic communication through the Internet in Spanish museums". Public relations review, v. 38, n. 4, pp. 619-626. http://doi.org/10.1016/j.pubrev.2012.05.005

DiStaso, Marcia W.; McCorkindale, Tina (2013). "A benchmark analysis of the strategic use of social media for Fortune´s most admired US companies on Facebook, Twitter and YouTube". Public relations journal, v. 7, n. 1, pp. 1-33. https://goo.gl/p9FbqJ

Estudio de Comunicación (2017). Presencia de las empresas del Ibex 35 en el entorno digital. https://goo.gl/sj6FET

Grunig, Larissa A.; Grunig, James E.; Ehling, William P. (1992). "What is an effective organization?" In: Grunig, James E. (ed.). Excellence in public relations and communication management. Hillsdale, NJ: Lawrence Erlbaum Associates, pp. 65-90. ISBN: 978 0 805802276

Hether, Heather-Jane (2014). "Dialogic communication in the health care context: A case study of Kaiser Permanente´s social media practices". Public relations review, v. 40, n. 5, pp. 856-858. https://doi.org/10.1016/j.pubrev.2014.07.007

Ingenhoff, Diana; Koelling, Martina (2009). "The potential of Web sites as a relationship building tool for charitable fundraising NPOs". Public relations review, v. 35, n. 1, pp. 66-73. https://doi.org/10.1016/j.pubrev.2008.09.023

Jo, Samsup; Kim, Yungwook (2003). "The effect of web characteristics on relationship building". Journal of public relations research, v. 15, n. 3, pp. 199-223. https://doi.org/10.1207/S1532754XJPRR1503_1

Keller, Heidi (2013). You really like me: Dialogic social media use in organizational communication. Gonzaga University.

Kent, Michael L. (2013). "Using social media dialogically: Public relations role in reviving democracy". Public relations review, v. 39, n. 4, pp. 337-345. https://doi.org/10.1016/j.pubrev.2013.07.024

Kent, Michael L.; Taylor, Maureen (1998). "Building dialogic relationships through the world wide web". Public relations review, v. 24, n. 3, pp. 321-334. https://doi.org/10.1016/S0363-8111(99)80143-X

Kent, Michael L.; Taylor, Maureen (2002). "Toward a dialogic theory of public relations". Public relations review, v. 28, n. 1, pp. 21-37. https://doi.org/10.1016/S0363-8111(02)00108-X

Kent, Michael L.; Taylor, Maureen; Mcallister-Spooner, Sheila M. (2008). "Research in dialogic theory and public relations". In: Mathur, R. (ed.), Public relations: An ethics engagement. New Delhi: Icfai University Press, pp. 1-17.

Kim, Daejoong; Chun, Heasun; Kwak, Youngsun; Nam, Yoonjae (2014). "The employment of dialogic principles in website, Facebook, and Twitter platforms of environmental nonprofit organizations". Social science computer review, v. 32, n. 5, pp. 590-605. https://doi.org/10.1177/0894439314525752

Kim, Daejoong; Kim, Jang-Hyun; Nam, Yoonjae (2014). "How does industry use social networking sites? An analysis of corporate dialogic uses of Facebook, Twitter, YouTube, and LinkedIn by industry type". Quality and quantity, v. 48, n. 5, pp. 2605-2614. https://doi.org/10.1007/s11135-013-9910-9

Kitchen, Philip J.; Panopoulos, Anastasios (2010). "Online public relations: The adoption process and innovation challenge, a Greek example". Public relations review, v. 36, n. 3, pp. 222-229. https://doi.org/10.1016/j.pubrev.2010.05.002

Ledingham, John A.; Bruning, Stephen D. (1998). "Relationship management in public relations: Dimensions of an organization-public relationship". Public relations review, v. 24, n. 1, pp. 55-65. https://doi.org/10.1016/S0363-8111(98)80020-9

Lee, Sang; Hwang, Taewon; Lee, Hong-Hee (2006). "Corporate blogging strategies of the Fortune 500 companies". Management decision, v. 44, n. 3, pp. 316-334. https://doi.org/10.1108/00251740610656232

Lim, Young-Shin; Lee-Won, Roselyn J. (2016). "When retweets persuade: The persuasive effects of dialogic retweeting and the role of social presence in organizations´ Twitter-based communication". Telematics and informatics, v. 34, n. 5, pp. 422-433. https://doi.org/10.1016/j.tele.2016.09.003

Losada-Dí­az, Juan-Carlos; Capriotti, Paul (2015). "La comunicación de los museos de arte en Facebook: comparación entre las principales instituciones internacionales y españolas". Palabra, v. 18, n. 3, pp. 889-904. https://doi.org/10.5294/pacla.2015.18.3.11

Luca, Philip (2011). Social media dialogue: An analysis of the social media presence of selected Fortune 500 companies. Liberty University. https://core.ac.uk/download/pdf/58824128.pdf

Macnamara, Jim (2010). "Public communication practices in the Web 2.0-3.0 mediascape"¯: The case for PRevolution". PRism, v. 7, n. 3, pp. 1-13.

Madichie, Nmandi O.; Hinson, Robert (2013). "A critical analysis of the "dialogic communications" potential of sub-Saharan African police service websites". Public relations review, v. 40, n. 2, pp. 338-350. https://doi.org/10.1016/j.pubrev.2013.10.009

McAllister-Spooner, Sheila M. (2009). "Fulfilling the dialogic promise: A ten-year reflective survey on dialogic internet principles". Public relations review, v. 35, n. 3, pp. 320-322. https://doi.org/10.1016/j.pubrev.2009.03.008

McAllister-Spooner, Sheila M. (2012). "How the world´s top universities provide dialogic forums for marginalized voices". Public relations review, v. 38, n. 2, pp. 319-327. https://doi.org/10.1016/j.pubrev.2011.12.010

McAllister-Spooner, Sheila M.; Kent, Michael L. (2009). "Dialogic public relations and resource dependency: New Jersey community colleges as models for web site effectiveness". Atlantic journal of communication, v. 17, n. 4, pp. 220-239. https://doi.org/10.1080/15456870903210113

McCorkindale, Tina (2010). "Can you see the writing on my wall? A content analysis of the Fortune 50´s Facebook social networking sites". Public relations journal, v. 4, n. 3, pp. 1-13. https://goo.gl/T3dtSX

McCorkindale, Tina; Morgoch, Meredith (2013). "An analysis of the mobile readiness and dialogic principles on Fortune 500 mobile websites". Public relations review, v. 39, n. 3, pp. 193-197. https://doi.org/10.1016/j.pubrev.2013.03.008

Muckensturm, Elizabeth (2013). Using dialogic principles on Facebook"¯: How the accommodation sector is communicating with its´ consumers. Clemson University. https://goo.gl/LkpHCw

Pieczka, Magda (2011). "Public relations as dialogic expertise?". Journal of communication management, v. 15, n. 2, pp. 108-124. https://doi.org/10.1108/13632541111126346

Rybalko, Svetlana; Seltzer, Trent (2010). "Dialogic communication in 140 characters or less: How Fortune 500 companies engage stakeholders using Twitter". Public relations review, v. 36, n. 4, pp. 336-341. https://doi.org/10.1016/j.pubrev.2010.08.004

Taylor, Maureen; Kent, Michael L.; White, William J. (2001). "How activist organizations are using the Internet to build relationships". Public relations review, v. 27, n. 3, pp. 263-284. https://doi.org/10.1016/S0363-8111(01)00086-8

Toledano, Margalit (2017). "Emergent methods: Using netnography in public relations research". Public relations review, v. 43, n. 3, pp. 597-604. https://doi.org/10.1016/j.pubrev.2017.03.007

Traynor, J.; Poitevint, M.; Bruni, B.; Stiles, H.; Raines, K.; Little, H. (2008). "On the ballot and in the loop: the dialogic capacity of campaign blogs in the 2008 election". In: Annual meeting of the Association for Education in Journalism and Mass Communication. Chicago.

Villanueva, Julián; Orihuela, José-Luis (2012). Los medios sociales en España: la visión de la alta dirección. Institute for Media and Entertainment; Universidad de Navarra; IESE Busines School. https://goo.gl/yqCvmo

Waters, Richard; Lo, Kevin D. (2012). "Exploring the impact of culture in the social media sphere: A content analysis of nonprofit organizations´ use of Facebook". Journal of intercultural communication research, v. 41, n. 3, pp. 297-319. https://doi.org/10.1080/17475759.2012.728772

Waters, Richard; Williams, Jensen M. (2011). "Squawking, tweeting, cooing, and hooting: analyzing the communication patterns of government agencies on Twitter". Journal of public affairs, v. 11, n. 4, pp. 353-363. https://doi.org/10.1002/pa.385

Watkins, Brandi A. (2017). "Experimenting with dialogue on Twitter: An examination of the influence of the dialogic principles on engagement, interaction, and attitude". Public relations review, v. 43, n. 1, pp. 163-171. https://doi.org/10.1016/j.pubrev.2016.07.002

Watkins, Brandi A.; Lewis, Regina (2014). "Initiating dialogue on social media: An investigation of athletes´ use of dialogic principles and structural features of Twitter". Public relations review, v. 40, n. 5, pp. 853-855. https://doi.org/10.1016/j.pubrev.2014.08.001

Wright, Donald K. (2005). "An analysis of the increasing importance of the role of the receiver in the communication process". In: 8th Intl public relations research conf. Miami, Florida: The Institute for Public Relations. http://195.130.87.21:8080/dspace/handle/123456789/816

Wright, Donald K.; Hinson, Michele-Drifka (2013). "An updated examination of social and emerging media use in public relations practice: A longitudinal analysis between 2006 and 2013". Public relations journal, v. 7, n. 3, pp. 1-39.

Xifra, Jordi; Huertas, Assumpció (2008). "Blogging PR: An exploratory analysis of public relations weblogs". Public relations review, v. 34, n. 3, pp. 269-275. https://doi.org/10.1016/j.pubrev.2008.03.022

Descargas

Archivos adicionales

Publicado

2018-12-06

Cómo citar

Aced-Toledano, C., & Lalueza, F. (2018). Monologues in the conversational era: Assessing the level of dialogic communication that big firms are reaching on social medi. Profesional De La información Information Professional, 27(6), 1270–1280. https://doi.org/10.3145/epi.2018.nov.10

Número

Vol. 27 Núm. 6 (2018): Información polí­tica y redes sociales (II)

Sección

Artí­culos de investigación / Research articles

Licencia

Condiciones de difusión de los artí­culos una vez son publicados

Los autores pueden publicitar libremente sus artí­culos en webs, redes sociales y repositorios
Deberán respetarse sin embargo, las siguientes condiciones:
- Solo deberá hacerse pública la versión editorial. Rogamos que no se publiquen preprints, postprints o pruebas de imprenta.
- Junto con esa copia ha de incluirse una mención especí­fica de la publicación en la que ha aparecido el texto, añadiendo además un enlace clicable a la URL: http://revista.profesionaldelainformacion.com

La revista Profesional de la información ofrece los artí­culos en acceso abierto con una licencia Creative Commons BY.