Usos, percepciones y potencialidades de las redes sociales en la construcción de las marcas

Almaraz, Isidoro Arroyo; Nieto, Rebeca Martín; Montero, Juana Farfán

doi:10.31921/doxacom.n16a6

Cited by 5 publications

(2 citation statements)

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“…In this context, social media, one of the maximum Web 2.0 exponents, not only enables information dissemination but also promotes dialog with users. Moreover, digital platforms are even capable of generating emotional commitment between companies and audiences (Navarro, 2011), providing consumers with a virtual space that helps complement and expand relationships established in the real world (Arroyo, Mart ın & Farf an, 2018).…”

Section: Introductionmentioning

confidence: 99%

Dissemination of Spanish SME information through web 2.0 tools

Olvera‐Lobo

Castillo-Rodríguez

2018

Journal of Transnational Management

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Due to the vertiginous development of the so-called information society, one essential phase of any internationalization process is the establishment of a professional online presence. Such a presence can help small and medium enterprises (SMEs) start implementing their business abroad at a low cost, but possible interactions with users from diverse sociocultural and linguistic contexts must be considered. In this scenario, two resources of great value are social media platforms and web translation and localization processes. This article examines Spanish SME processes of information dissemination and interaction with users on social media and using web translation and localization. The sample includes 70 Spanish SMEs drawn from a selection of 1000 European companies compiled by the London Stock Exchange. Results suggest that Spanish SME online presence tends to lack professionalism, strategy, and willingness to interact with users.

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Section: Introductionmentioning

confidence: 99%

Dissemination of Spanish SME information through web 2.0 tools

Olvera‐Lobo

Castillo-Rodríguez

2018

Journal of Transnational Management

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“…y Hunt(2003). A partir de una encuesta entre agencias de publicidad y agencias interactivas,Arroyo-Almaraz et al (2013) destacan la interactividad como uno de los elementos esenciales de las redes sociales.Aún así, no siempre se dan altos niveles de interacción entre empresas e instituciones y usuarios en redes sociales (Agudo-Arroyo y Callejo-Gallego, 2019; Godoy-Martín y Almansa-Martínez, 2018;Godoy-Martín, 2018).En cualquier caso, se observa este cambio de paradigma en el sentido en que, junto a las relaciones con medios, uno de los principales servicios ofertados por las agencias de comunicación, aparece ya en un importante porcentaje (65%) la comunicación en redes sociales(Costa-Sánchez et al, 2019), siendo importantes las campañas con influencers para un tercio de estas empresas (Costa-Sánchez, 2020).En este contexto de cambio constante ya mencionado, el estudio Top Tendencias Digitales 2022 de IAB Spain (2022) plantea una serie de nuevos escenarios, entre los que destacan el auge de dos nuevos canales, Twitch y TikTok, con un enorme potencial para el branded content. Por otra parte, los contenidos de consumo rápido son cada vez más populares, de manera que los vídeos cortos en plataformas como TikTok, Instagram, Snapchat o Pinterest cobran importancia.…”

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Las agencias de comunicación ante las nuevas redes sociales. ¿Early adopters o incorporación tardía?

Godoy-Martin

2022

RIRP

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Social media are already part of the communicative routines of most organizations, including communication agencies. Nevertheless, given their duty to serve other companies, these agencies should have an advanced understanding of these platforms, not only in their most profound sense but also in a time-advanced one. In other words, agencies should test emerging social media with the aim of knowing them in-depth and determining whether they serve their communicative purpose. It should be noticed that investment in digital advertising and actions with influencers are greater and greater. Besides, they are platforms that not necessarily remain unalterable, but some of them achieve their life cycle, even disappearing. On this matter, it is necessary to check if agencies really are working on the most recent social networks or only on those which are already consolidated. For such a research, the quantitative method, based on the content analysis, was adopted within a descriptive study. It was used on a sample of the ten communication agencies with the highest billing which operate in Spain. As secondary research objectives, it was considered to analyze the use that agencies do of social media which they are present in, to determine the existence of online content strategies, as well as to value the interaction level of these companies on online channels. The results show that most of analyzed agencies offer web 2.0-related services, such as digital strategy, online content management, monitoring and influencers relations. Social media talking, except for a few cases, communication agencies prefer to maintain a presence on the most consolidated social networks (Twitter, Facebook, Instagram, LinkedIn and YouTube). Furthermore, those are the ones that usually have links on their websites. This does not mean that agencies do not use the more recent applications, but that, mostly, they do not do this for their benefit as a brand. Otherwise they keep them in the background. In fact, some agencies use current platforms, such as Twitch or TikTok, publishing suitable content to their characteristics, which means that agencies know their possibilities, although their use is not still usual among them. Among the commonly used social networks, the activity of these agencies remains along the lines of what has already been concluded in previous academic papers: the purpose of information dissemination prevails with a self-promoting role. Communication agencies keep their social profiles updated and, during the month of research, they constantly published content, especially, information about themselves or about the communication sector, followed by news of common interest, clients news and projects carried out. Finally, although they published content frequently, the interaction with other users is low and, when it happens, it usually has, as mentioned, a self-promoting intention. In conclusion, communication agencies, as other kinds of organizations, are used to introduce social media work in their routines. However, it cannot be said that they are early adopters, at least to self-use. Probably, public relations professionals are researching and going deep in these new platforms, but in a private way, so agencies cannot, or prefer not to show their know-how by doing it.

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How the Larger Corporations Engage with Stakeholders through Twitter

Mamic

Almaraz

2013

International Journal of Market Research

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The digital era has revolutionised the traditional communication assumptions that we learned during past decades. Social media constitute the new communication challenge. Twitter has recently passed 517 million users. This study examines how some of the largest companies are making use of this popular microblogging site to engage with their stakeholders. Using content analysis, we coded 5,352 tweets. We analysed the tweet frequency, the followers and followings, friending behaviour, the retweets and public messages, and the use that companies are making of different communication tools provided by Twitter to augment the information shared on their tweets. The study found that corporations are not effectively employing the full interactivity potential this site offers to build mutually beneficial relationships with stakeholders. These findings call attention to some key interactivity features that organisations are failing to utilise.

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Usos, percepciones y potencialidades de las redes sociales en la construcción de las marcas

Cited by 5 publications

References 4 publications

Dissemination of Spanish SME information through web 2.0 tools

Dissemination of Spanish SME information through web 2.0 tools

Las agencias de comunicación ante las nuevas redes sociales. ¿Early adopters o incorporación tardía?

How the Larger Corporations Engage with Stakeholders through Twitter

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