Abstract
PurposeThis study aims to analyze whether companies from six Latin American countries are encouraging dialogic communication on Facebook.Design/methodology/approachTo do so, the paper studied the level of predisposition for interaction and the type of interaction achieved by companies on Facebook to produce an effective dialogic communication exchange and to generate conversation through different types of communication exchange between organizations and users. This research includes a specific analysis of the active presence, interactive attitude, interactive resources, responsiveness and conversation of 29,078 posts on 135 corporate fanpages of companies from six Latin American countries.FindingsThe results show that companies have a low interest in managing communication from a dialogic perspective on the social network, not only because a greater predisposition to interaction is needed, but also because the interaction generated is very low. Therefore, the paper identifies the need to review the communication strategy on social networks and to define a strategy aligned to the dialogic nature of the social network.Originality/valueThis research contributes to broadening the conceptual reflection on the evaluation of the dialogue in the digital context and aims to generate new methodological contributions to the evaluation of dialogic communication in an integrated way.
Highlights
Social networks have turned into a relevant instrument of organizational communication since they allow a more participatory communicational model based on interaction and dialogue
Based on a study conducted by members of the Public Relations Society of America (PRSA), professionals agree more than ever about the fact that social networks are changing the way organizations communicate with their stakeholders (Wright and Drifka Hinson, 2017)
5.1 The predisposition of companies toward interaction on Facebook The first research question (RQ1) analyzes the predisposition of companies toward interaction on Facebook based on active presence, interactive attitude and interactive resources
Summary
Social networks have turned into a relevant instrument of organizational communication since they allow a more participatory communicational model based on interaction and dialogue. Chung et al (2017) state there is no itinerary established to manage the communication of the organizational activities on social networks, but that these have a strong potential to revolutionize the way organizations interact with their stakeholders. Based on a study conducted by members of the Public Relations Society of America (PRSA), professionals agree more than ever about the fact that social networks are changing the way organizations communicate with their stakeholders (Wright and Drifka Hinson, 2017). The maturity reached by Facebook, as well as the consolidation of digital consumption habits of stakeholders, led organizations to recognize the potential of the social network and to include it among the communication strategies (DiStaso and McCorkindale, 2013; Lee, 2016; Neill and Moody, 2015)
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