RT Journal Article
T1 Social Media as a strategic tool for Corporate Communication
T2 Los Medios Sociales como una herramienta estratégica para la Comunicación Corporativa
A1 Gómez Vázquez, Lina Margarita
A1 Soto Vélez, Ivette
K1 Relaciones públicas
K1 Comunicación en la empresa
AB Companies around the globe are embracing and adapting social media for many differentintentions: customer service, marketing, internal communications, public relations orcorporate social responsibility, etc. It is now a reality that social media is channging the waystakeholders and companies communicate daily, providing opportunities for collaboration,participation, interactivity, and engagement. Therefore, social media is conceived today inthe corporate world as a strategic communication partner, driving new and uniquepossibilities for organizations to engage stakeholders in conversations. We are witnesses of anew digital era where consumers are becoming active users rather than passive individuals,changing dramatically how society operates. But these useful technological tools areemployed widely and precisely by corporations in order to facilitate and improvecommunications? This research aims to discover the usage of different social mediaplatforms by Puerto Rican companies. A content analysis was performed to the Facebookand Twitter official profiles of the top 400 locally owned Puerto Rican companies of 2009.The principal objective was to find if social media sites were mainly used as a strategic toolfor corporate communication that can enhance stakeholder participation and engagement.Results showed that Puerto Rican companies are not employing social media platforms forimproving communications with different stakeholders, failing to take advantage of theenormous possibilities that social media has for communication.
PB Instituto de Investigación en Relaciones Públicas
SN 2174-3681
YR 2011
FD 2011
LK http://hdl.handle.net/10630/5033
UL http://hdl.handle.net/10630/5033
LA eng
NO Instituto de Investigación en Relaciones Públicas
DS RIUMA. Repositorio Institucional de la Universidad de Málaga
RD 19 ene 2026