What Content are Companies Publishing on Social Media? Critical Discourse Analysis of Content Published on Blogs, Facebook and Twitter by IBEX 35 and Fortune 500 Firms

被引：10

作者：

Aced Toledano, Cristina ^{[1
]}

Lalueza Bosch, Ferran ^{[2
]}

机构：

[1] Univ Oberta Catalunya, Programa Soc Informac & Conocimiento, Barcelona, Spain

[2] Univ Oberta Catalunya, Estudios Ciencias Informac & Comunicac, Barcelona, Spain

来源：

REVISTA INTERNACIONAL DE RELACIONES PUBLICAS | 2016年 / 6卷 / 11期

关键词：

social media; relaciones publicas; IBEX; 35; Fortune; 500; analisis critico del discurso;

D O I：

10.5783/RIRP-11-2016-08-135-154

中图分类号：

G2 [信息与知识传播];

学科分类号：

05 ; 0503 ;

摘要：

Findings of this research show that the use of social media by American companies is not very different from that which Spanish firms make. In fact, the Spanish selective excels in some applications. For example, customer service via Twitter is more common in the IBEX 35 companies than in the Fortune 500 firms. In addition, the IBEX 35 companies publish more audiovisual content on blogs and get twice "likes" on Facebook than the Fortune 500 ones. A critical discourse analysis of the content published by IBEX 35 and Fortune 500 companies on blogs, Facebook and Twitter for six months has been carried. This comparative study allow us to identify best practices for making a strategic use of social media by public relations practitioners.

引用

页码：135 / 154

页数：20

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