Comparing communication management of Brazilian, Latin American and worldwide companies on Facebook
DOI:
https://doi.org/10.5902/2316882X43891Keywords:
organizational communication, digital communication Facebook, interactionAbstract
Social networks are important communication tools for organizations. The active and professional presence in social networks makes it possible to strengthen the links between organizations and their publics. Thus, this study provides an analysis of communication management of the main Brazilian companies on Facebook compared to companies in the rest of Latin America and worldwide. For the sample 189 companies were included and the content analysis method was used, based on presence and interaction on social networks. Findings revealed that Brazilian companies manage their communication similarly to global companies. In general, companies use Facebook as an informational tool rather than an interactive tool.Downloads
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