Análisis del uso de Twitter como plataforma estratégica de diálogo: las empresas del IBEX35 y la difusión de mensajes sobre COVID

Susana Miquel-Segarra; Celia Rangel Pérez; Abel  Monfort

doi:10.26441/RC22.1-2023-2989

Autores/as

Susana Miquel-Segarra Universitat Jaume I
Celia Rangel Universidad Complutense de Madrid
Abel Monfort ESIC University

DOI:

https://doi.org/10.26441/RC22.1-2023-2989

Palabras clave:

Covid-19, diálogo, reputación corporativa, Twitter, stakeholders, comunicación, IBEX35, redes sociales, engagement, pandemia

Resumen

El trabajo analiza la comunicación realizada por parte de empresas del IBEX35 en situaciones de crisis para determinar los mecanismos que tratan de favorecer el diálogo entre organizaciones y sus stakeholders. La muestra la componen los tuits que incluyen la palabra covid y que han sido emitidos por las 27 compañías del IBEX 35 que disponían de perfiles corporativos verificados en la plataforma social Twitter durante los primeros 6 meses de la pandemia COVID-19. Tomando en consideración los principios dialógicos establecidos por Kent y Taylor (1998), que fueron adaptados por Rybalko y Seltzer (2010) para Twitter, se realizó una adaptación para establecer indicadores que aplicar en la conversación establecida en la plataforma. Para analizar las diferencias de interacción se ha utilizado la prueba t para muestras independientes y el ANOVA de un factor. Los resultados muestran que las empresas mantienen un interés por relacionarse con sus públicos pero que siguen tratando temas que no son del interés de los usuarios, lo que dificulta que exista una diálogo o conversación entre empresas y stakeholders. El artículo demuestra que los recursos más utilizados por las empresas en situaciones de crisis son la llamada a la acción y al diálogo, ya sea planteando preguntas a sus usuarios o sugiriendo la interacción deseada. Mientras que preguntar directamente a los usuarios sus opiniones no genera más diálogo, los resultados demuestran que solicitar actitudes, como comentar, difundir una imagen o dar un me gusta sí que aumenta la interacción. Esto implica que existe interés bajo por parte de los públicos por unirse a una conversación real.

Métricas

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Biografía del autor/a

Susana Miquel-Segarra, Universitat Jaume I

Doctora en Comunicación, Profesora Titular en el Departamento de Ciencias de la Comunicación de la Universitat Jaume I y Vicedecana de la Facultad de Ciencias Humanas y Sociales. Sus principales líneas de investigación se centran en la comunicación estratégica, las relaciones públicas, la comunicación interna y las redes sociales. smiquel@uji.es, https://orcid.org/0000-0002-0337-7503

Celia Rangel, Universidad Complutense de Madrid

Profesora Ayudante Doctor en el Departamento de Ciencias de la Comunicación Aplicada de la Facultad de Ciencias de la Información de la Universidad Complutense de Madrid. Sus principales líneas de investigación se centran en estrategia, publicidad, comunicación, gestión de marcas, intangibles, RSC y aportaciones a la docencia desde la investigación. cerangel@ucm.es https://orcid.org/0000-0002-5692-2915

Abel Monfort, ESIC University

Doctor en Comunicación Social y Vicerrector de Investigación e Innovación en ESIC University. Es miembro del Grupo Complutense de Gestión de Marca y Comunicación Integrada (UCM) y miembro de la Cátedra Iberdrola de Ética Económica y Empresarial (ICADE). Su línea de investigación principal es la gestión de marca sostenible y su comunicación. abel.monfort@esic.university https://orcid.org/0000-0002-3713-7102

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