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

Autores/as

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

Palabras clave:

CEO, director ejecutivo, consejero delegado, comunicación digital, comunicación institucional, LinkedIn, redes sociales, compromiso, empresas, América Latina

Resumen

Este estudio investiga las estrategias de publicación de los directores ejecutivos (CEO) de empresas de América Latina en LinkedIn y su impacto en el engagement. Por ello, se examinan los niveles de actividad y los tipos de presencia, así como las tasas de engagement. A partir de un análisis cuantitativo, los resultados revelan que los ejecutivos de esta región tienen una frecuencia de publicación significativamente inferior en LinkedIn en comparación con los promedios recomendados por los expertos. Respecto al tipo de presencia, los CEO son “creadores de contenido” y publican principalmente contenido propio. El análisis del engagement evidencia discrepancias entre las publicaciones propias e híbridas. Debido a la originalidad del contenido propio, este recibe mejores tasas de engagement frente a los posteos híbridos. Los hallazgos revelan que la mayoría de los CEO latinoamericanos adoptan una estrategia de publicación de “embudo pasivo” en LinkedIn, que se caracteriza por una baja actividad y contenido propio. Llama la atención que los CEO con un enfoque más pasivo tienden a obtener tasas de engagement más altas en comparación de aquellos con un enfoque más activo. A partir de aquí se desprende que, si bien el contenido auténtico genera interacción, los CEO deben aprovechar el potencial de las publicaciones compartidas, que se caracterizan por fomentar el diálogo a partir de contenidos con diversas perspectivas, rasgo particular de los actores e instituciones del entorno empresarial. Esta investigación valora el potencial de los CEO comunicadores institucionales y proporciona pautas metodológicas para académicos y profesionales encargados de las estrategias de publicación de organizaciones y directivos de la región.

Métricas

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Biografía del autor/a

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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