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    • Revista Internacional de Relaciones Públicas
    • Rev. Int. Relac. Públicas. Vol 01 No 02 (Jul - Dic 2011). Dirección de comunicación
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    •   RIUMA Principal
    • Revistas y Jornadas
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    • Revista Internacional de Relaciones Públicas
    • Rev. Int. Relac. Públicas. Vol 01 No 02 (Jul - Dic 2011). Dirección de comunicación
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    Social Media as a strategic tool for Corporate Communication

    • Autor
      Gómez Vázquez, Lina Margarita; Soto Vélez, Ivette
    • Fecha
      2011
    • Editorial/Editor
      Instituto de Investigación en Relaciones Públicas
    • Palabras clave
      Relaciones públicas; Comunicación en la empresa
    • Resumen
      Companies around the globe are embracing and adapting social media for many different intentions: customer service, marketing, internal communications, public relations or corporate social responsibility, etc. It is now a reality that social media is channging the way stakeholders and companies communicate daily, providing opportunities for collaboration, participation, interactivity, and engagement. Therefore, social media is conceived today in the corporate world as a strategic communication partner, driving new and unique possibilities for organizations to engage stakeholders in conversations. We are witnesses of a new digital era where consumers are becoming active users rather than passive individuals, changing dramatically how society operates. But these useful technological tools are employed widely and precisely by corporations in order to facilitate and improve communications? This research aims to discover the usage of different social media platforms by Puerto Rican companies. A content analysis was performed to the Facebook and 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 tool for corporate communication that can enhance stakeholder participation and engagement. Results showed that Puerto Rican companies are not employing social media platforms for improving communications with different stakeholders, failing to take advantage of the enormous possibilities that social media has for communication.
    • URI
      http://hdl.handle.net/10630/5033
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    Ficheros
    9_soto_final_isa.pdf (191.3Kb)
    Colecciones
    • Rev. Int. Relac. Públicas. Vol 01 No 02 (Jul - Dic 2011). Dirección de comunicación

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    REPOSITORIO INSTITUCIONAL UNIVERSIDAD DE MÁLAGA
    REPOSITORIO INSTITUCIONAL UNIVERSIDAD DE MÁLAGA
     

     

    REPOSITORIO INSTITUCIONAL UNIVERSIDAD DE MÁLAGA
    REPOSITORIO INSTITUCIONAL UNIVERSIDAD DE MÁLAGA