Contenido de empresa para atraer al usuario en Facebook

Palabras clave: Comunicación Corporativa, Redes sociales, Facebook, Engagement, Reputación corporativa

Resumen

Este estudio examina cómo las empresas organizan los contenidos en sus páginas de Facebook para establecer relaciones con sus seguidores y estimular el intercambio, la participación, el diálogo y la implicación. Realizamos un análisis textual de las secciones de la página y de las publicaciones con palabras clave para ver cómo el contenido se ajusta a la identidad y al estilo comunicativo de las organizaciones. El objetivo es entender qué elementos utiliza una empresa para ser creíble, y para establecer y mantener relaciones con los usuarios. Se investigó a las empresas con mayor número de seguidores y mejor reputación en las redes sociales. Aunque las cualidades promocionales fueron fundamentales, incluso en los contenidos que cuentan la historia, la identidad y los objetivos de la empresa, también se comprobó que se presta bastante atención a la producción de secciones y textos. Los resultados de este estudio pueden ser un punto de partida y una interpretación útil para los estudiosos y la industria, a la hora de evaluar el papel de los contenidos en el aumento de la fidelidad.

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Publicado
14-02-2018
Cómo citar
Mazza, B. (2018). Contenido de empresa para atraer al usuario en Facebook. Revista De La Asociación Española De Investigación De La Comunicación, 5(9), 10-16. https://doi.org/10.24137/raeic.5.9.1