Estrategias de publicación de los CEO de empresas de América Latina en LinkedIn y su impacto en el engagement

Giancarlo Saavedra; Paul Capriotti

doi:10.26441/RC23.2-2024-3592

Authors

Giancarlo Saavedra Universitat Rovira i Virgili https://orcid.org/0000-0003-2379-9380
Paul Capriotti Universitat Rovira i Virgili https://orcid.org/0000-0002-9398-5886

DOI:

https://doi.org/10.26441/RC23.2-2024-3592

Keywords:

CEO, chief executive officer, chief executive, digital communication, institutional communication, LinkedIn, social media, engagement, companies, Latin America

Abstract

This study investigates the posting strategies of CEOs of Latin American companies on LinkedIn and their impact on engagement. It examines activity levels and types of presence, and engagement rates. Based on a quantitative analysis, the results reveal that executives in this region have a significantly lower frequency of posting on LinkedIn compared to the averages recommended by experts. Regarding the type of presence, CEOs are "content creators" and mainly post their own content. The engagement analysis shows discrepancies between own and hybrid posts. Due to the originality of own content, it receives better engagement rates than hybrid posts. The findings reveal that most Latin American CEOs adopt a "passive funnel" posting strategy on LinkedIn, which is characterized by low activity and own content. It is striking that CEOs with a more passive approach tend to have higher engagement rates compared to those with a more active approach. From these findings it is clear that, although authentic content generates interaction, CEOs should take advantage of the potential of shared publications, which are characterized by fostering dialogue based on content with diverse perspectives, a particular feature of the actors and institutions of the business environment. This research assesses the potential of CEOs as institutional communicators and provides methodological guidelines for academics and professionals in charge of the publication strategies of organizations and managers in the region.

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Author Biographies

Giancarlo Saavedra, Universitat Rovira i Virgili

Investigador predoctoral del Departamento de Estudios de Comunicación de la Universitat Rovira i Virgili. Miembro del Grupo de Investigación en Comunicación Asterisc. Máster en Comunicación Estratégica. Máster en Administración de Empresas y Responsabilidad Social Corporativa. Su principal línea de investigación es la comunicación institucional y activismo de los CEO en redes sociales. https://orcid.org/0000-0003-2379-9380, giancarlo.saavedra@urv.cat

Paul Capriotti, Universitat Rovira i Virgili

Profesor catedrático de Relaciones Públicas y Comunicación Corporativa del Departamento de Estudios de Comunicación de la Universitat Rovira i Virgili. Doctor en Comunicación por la Universitat Autònoma de Barcelona. Sus principales líneas de investigación son: comunicación institucional, comunicación digital, comunicación estratégica y reputación corporativa. https://orcid.org/0000-0002-9398-5886, paul.capriotti@urv.cat

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