Strategic engagement and conversational encounter in social media
Keywords:
social media, engagement, conversation, interactivity, ethicsAbstract
The article approaches approach to the assumptions of methodologies for measuring online conversation. These methodologies record what users do when access to social media institutional profiles, which allows observing the impact of the publications. However, they do not take into account neither the response of institutions as a result of listening to users nor the possibilities of co-creation. Thereby, conversation is confused with mere digital interaction. Seeking for engagement is executed as a strategic action of conquest of users, which ends up stopping the advances towards a culture of collaboration. The objective is to offer a theoretical contribution that allows defining the pragmatic and ethical assumptions of both the digital interaction and the conversational encounter. With this, the conversationalist paradigm is criticized, which identifies the online linguistic exchange as the maximum degree of evolution of a social communication that pretends to achieve understanding, closeness and collaboration.
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References
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McLuhan, M. (1964). Understanding media: the extensions of man. Nueva York: McGraw-Hill.
Negroponte, N. (1995). Being digital. Nueva York: Knopf.
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Schivinski, B, Christodoulides, G. y Dabrowski, D. (2016). Measuring Consumers’ Engagement with Brand-Related Social-Media Content. Journal of Advertising Research, 56 (1), 64-80.
Silverman, J. (2005). Terms of service: social media and the price of constant connection. Nueva York: HarperCollins.
Sorice, M. (2009). Sociologia dei mass media. Roma: Carocci.
Stati, S. (1982). Il dialogo: considerazioni di linguistica pragmática. Nápoles: Liguori.
Statista (2017). Global social network penetration rate. Recuperado de:https://www.statista.com/statistics/269615/social-network-penetration-by-region/
Syrdal, HA. y Briggs, E. (2016). Developing a Positive Organizational Image: The Role of Engagement with Social Media Content. SMA Proceedings, 74-83. Recuperado de: http://c.ymcdn.com/sites/www.marketingadvances.org/resource/resmgr/Proceedings/SMA2016_v11.pdf#page=74
Taylor, M. y Kent, M.L. (2014). Dialogic Engagement: Clarifying Foundational Concepts. Journal of Public Relations Research, 26 (5), 384-398.
Ure, M. y Parselis, M. (2013). Argentine Media and Journalists Enhancing and Polluting of Communication on Twitter. International Journal of Communication, 7, 2013, Feature 1784–1800. Recuperado de: http://ijoc.org/index.php/ijoc/article/view/2178/970
Ure, M. (2016). La comunicación de la administración pública en las redes sociales: los casos de las ciudades de Buenos Aires y Bolonia. Palabra Clave, 1, 240-270. Recuperado de: http://palabraclave.unisabana.edu.co/index.php/palabraclave/article/view/5156/pdf
Van Dijck, J. (2016). La cultura de la conectividad: una historia crítica de las redes sociales. Buenos Aires: Siglo Veintiuno.
Wiener, N. (1949). Cybernetics: or, Control and communication in the animal and the machine. Nueva York: Wiley.
Wolton, D. (2010). Informar no es comunicar. Barcelona: Gedisa.
Arata, G. (2014). Enti local e social network. Il Mulino, 2, 323-328.
Ashley, Ch. y Tuten, T. (2015). Creative Strategies in Social Media Marketing: An Exploratory Study of Branded Social Content and Consumer Engagement. Psychology & Marketing, 32 (1), 15-27. Recuperado de: http://tracytuten.com/wp-content/uploads/2016/03/Ashley_et_al-2015-Psychology__Marketing.pdf
Barbrook, R. y Cameron, A. (1996). The Californian ideology. Science as Culture, 1, 44-72. Recuperado de: http://www.comune.torino.it/gioart/big/bigguest/riflessioni/californian_engl.pdf
Bhattacharya, S., Srinivasan, P., y Polgreen, Ph. (2017). Social media engagement analysis of U.S. Federal health agencies on Facebook. BMC Medical Informatics and Decision Making, 17:49.
Bowman, S. y Willis, CH. (2003). We Media: How audiences are shaping the future of news and information. The Media Center at The American Press Institute. Recuperado de: http://www.hypergene.net/wemedia/download/we_media.pdf
Buber, M. (2006). Yo y Tú. Buenos Aires: Lilmod.
Castells, M. (2009). Comunicación y poder. Madrid: Alianza.
Chandler, D. y Munday, R. (2016). A Dictionary of Social Media. Oxford: Oxford University Press.
Cogo, G. (2012). I social network nella PA. Santarcangelo di Romagna: Maggioli.
Dessart, L., Veloutsou, C. y Morgan-Thomas, A. (2015). Consumer engagement in online brand communities: a social media perspective. Journal of Product & Brand Management, 24 (1), 28-42. Recuperado de: http://www.emeraldinsight.com/doi/pdfplus/10.1108/JPBM-06-2014-0635
Evans, D. (2010). Social Media Marketing: the next generation of business engagement. Indianapolis: Wiley.
Fernández, A. (4 de enero de 2017). Cómo calcular el engagement en social media [SocialMedier]. Recuperado de: http://socialmedier.com/formula-engagement-calcular-engagement-rate-formula/
Gadamer, H.G. (1997). Verdad y método. Salamanca: Sígueme.
Garst, K. (10 de mayo de 2014). Social Media Measurement and the Only Metric That Matters [Huffingtonpost]. Recuperado de: http://www.huffingtonpost.com/kim-garst/social-media-measurement-_b_4910702.html
Gillmor, D. (2004). We the Media: Grassroots Journalism by the People, for the People. O’Reilly Media.
Global Web Index (2017). Quarterly report on the latest trends in social networking. Recuperado de: http://insight.globalwebindex.net/hubfs/Reports/Social-Q1-2017/GWI-Social-Summary-Q1-2017.pdf?t=1498575132979
Goodman, G.F. (2012). Engagement Marketing: How Small Business Wins in a Socially Connected World. Nueva Jersey: Wiley.
Habermas, J. (1987). Teoría de la acción comunicativa. Taurus: Madrid.
Harden, L. y Heyman, B. (2009). Digital Engagement: Internet Marketing That Captures Customers and Builds Intense Brand Loyalty. Nueva York: American Management Association.
Human Level Communications. Engagement. En Diccionario de Marketing Online. Recuperado de: https://www.humanlevel.com/diccionario-marketing-online/engagement
Jenkins, H. (2008). Convergence Culture. La cultura de la convergencia de los medios de comunicación. Barcelona: Paidós.
Kaushik, A. (10 de octubre de 2011). Best Social Media Metrics: Conversation, Amplification, Applause, Economic Value [Occam’s Razor]. Recuperado de: https://www.kaushik.net/avinash/best-social-media-metrics-conversation-amplification-applause-economic-value/
King, K. (2008). Journalism as a Conversation. Nieman Reports, 62 (4), 11-13. Recuperado de: http://niemanreports.org/articles/journalism-as-a-conversation-2/
Kunelius, R. (2001). Conversation: a metaphor and a method for better journalism? Journalism Studies, 2 (1), 31-54.
Lee, D., Hosanagar, K. y Nair, H. (2015). Advertising Content and Consumer Engagement on Social Media: Evidence from Facebook. Working Paper No. 3087, Graduate School of Business, Stanford. Recuperado de: https://www.gsb.stanford.edu/faculty-research/working-papers/advertising-content-consumer-engagement-social-media-evidence
Levine, R., Locke, Ch., Searls, D. y Weinberger, D. (1999). Clutrain manifesto. Recuperado de: http://tremendo.com/cluetrain/
Magnani, E. (2014). Tensión en la red: libertad y control en la era digital. Buenos Aires: Autoría.
Marchionni, D. M. (2013). Journalism as a Conversation: A Concept Explication. Communication Theory, 23 (2), 131-147.
McCay-Peet, L. y Quan-Haase, A. (2016). A Model of Social Media Engagement: User Profiles, Gratifications, and Experiences. En O’Brien, H. y Cairns, P. (Eds.). Why Engagement Matters: Cross-Disciplinary Perspectives of User Engagement in Digital Media (199-217). Cham, Nueva York: Springer.
McLuhan, M. (1964). Understanding media: the extensions of man. Nueva York: McGraw-Hill.
Negroponte, N. (1995). Being digital. Nueva York: Knopf.
Núñez, V. (17 de enero de 2017). Fórmulas para calcular el engagement en redes sociales y el CTR de tus publicaciones [Vilma Núñez]. Recuperado de: https://vilmanunez.com/formula-engagement-redes-sociales-ctr/
Origami Logic (2016). The Marketer’s Guide to Measuring Social Engagement. Recuperado de: https://resources.origamilogic.com/ebooks/the-marketers-guide-to-measuring-social-engagement.
Raso, A. (28 de marzo de 2016). How to Measure Engagement the Right Way [Content Marketing Institute]. Recuperado de: http://contentmarketinginstitute.com/2016/03/measure-engagement-right/
Sacks, H., Schegloff, E. A., y Jefferson, J. (1974). A simplest systematics for the organization of turn- taking for conversation. Language, 4, 696-735.
Schivinski, B, Christodoulides, G. y Dabrowski, D. (2016). Measuring Consumers’ Engagement with Brand-Related Social-Media Content. Journal of Advertising Research, 56 (1), 64-80.
Silverman, J. (2005). Terms of service: social media and the price of constant connection. Nueva York: HarperCollins.
Sorice, M. (2009). Sociologia dei mass media. Roma: Carocci.
Stati, S. (1982). Il dialogo: considerazioni di linguistica pragmática. Nápoles: Liguori.
Statista (2017). Global social network penetration rate. Recuperado de:https://www.statista.com/statistics/269615/social-network-penetration-by-region/
Syrdal, HA. y Briggs, E. (2016). Developing a Positive Organizational Image: The Role of Engagement with Social Media Content. SMA Proceedings, 74-83. Recuperado de: http://c.ymcdn.com/sites/www.marketingadvances.org/resource/resmgr/Proceedings/SMA2016_v11.pdf#page=74
Taylor, M. y Kent, M.L. (2014). Dialogic Engagement: Clarifying Foundational Concepts. Journal of Public Relations Research, 26 (5), 384-398.
Ure, M. y Parselis, M. (2013). Argentine Media and Journalists Enhancing and Polluting of Communication on Twitter. International Journal of Communication, 7, 2013, Feature 1784–1800. Recuperado de: http://ijoc.org/index.php/ijoc/article/view/2178/970
Ure, M. (2016). La comunicación de la administración pública en las redes sociales: los casos de las ciudades de Buenos Aires y Bolonia. Palabra Clave, 1, 240-270. Recuperado de: http://palabraclave.unisabana.edu.co/index.php/palabraclave/article/view/5156/pdf
Van Dijck, J. (2016). La cultura de la conectividad: una historia crítica de las redes sociales. Buenos Aires: Siglo Veintiuno.
Wiener, N. (1949). Cybernetics: or, Control and communication in the animal and the machine. Nueva York: Wiley.
Wolton, D. (2010). Informar no es comunicar. Barcelona: Gedisa.
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Published
26/03/2018
How to Cite
Ure, M. (2018). Strategic engagement and conversational encounter in social media. Revista De Comunicación, 17(1), 181–196. Retrieved from https://revistadecomunicacion.com/article/view/979
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Portal de Revistas de la Universidad de Piura.