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dc.contributor.authorGómez Vázquez, Lina Margarita
dc.contributor.authorSoto Vélez, Ivette
dc.date.accessioned2012-07-20T10:32:01Z
dc.date.available2012-07-20T10:32:01Z
dc.date.issued2011
dc.identifier.issn2174-3681
dc.identifier.urihttp://hdl.handle.net/10630/5033
dc.description.abstractCompanies 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.es_ES
dc.description.sponsorshipInstituto de Investigación en Relaciones Públicases_ES
dc.language.isoenges_ES
dc.publisherInstituto de Investigación en Relaciones Públicases_ES
dc.rightsinfo:eu-repo/semantics/openAccess
dc.subjectRelaciones públicases_ES
dc.subjectComunicación en la empresaes_ES
dc.subject.otherRelaciones Públicases_ES
dc.subject.otherComunicación Estratégicaes_ES
dc.subject.otherDirección de Comunicaciónes_ES
dc.titleSocial Media as a strategic tool for Corporate Communicationes_ES
dc.title.alternativeLos Medios Sociales como una herramienta estratégica para la Comunicación Corporativaes_ES
dc.typeinfo:eu-repo/semantics/articlees_ES


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