文章基本信息

标题：Storytelling en Facebook: ¿interactividad o presencia corporativa?
本地全文：下载
作者：José Sixto García
期刊名称：Hipertext.net
印刷版ISSN：1695-5498
出版年度：2017
期号：15
页码：10-16
语种：Spanish
出版社：Hipertext.net
摘要：Today Facebook is the social network with the most users in the world, 2 billion. Thirteen years after its birth in 2004, it is difficult to understand the organizational communication-public or private- without presence in social networks, so its appearance and subsequent evolution constitute a revolution in the way that brands communicate with public. If Facebook is where the audiences flow and converge, it seems logical that companies also take advantage of this opportunity/strength and try to use this situation to start a social dialogue between brand and users that revitalizes the engagement, as an immediate effect, and improve the profitability of the longer term brand. Now, how is the way of communicating on Facebook? Do they take advantage of the discursive potentials or do they bet on testimonial presences? What model of storytelling is used in dialogues and publications? What characterizes the digital rhetoric of the social network? Based on the review, presentation and evaluation of several previous reports, as well as on personal professional experience in the community management, the conclusions of this paper point to ‘being’ rather than ‘knowing how to be’ and a rhetorical model which is more assistant than dynamic. The common tendency signals a change of scenery for the practice of communication, but not a substantial change in the ways of narrating the stories.
其他摘要：Today Facebook is the social network with the most users in the world, 2 billion. Thirteen years after its birth in 2004, it is difficult to understand the organizational communication-public or private- without presence in social networks, so its appearance and subsequent evolution constitute a revolution in the way that brands communicate with public. If Facebook is where the audiences flow and converge, it seems logical that companies also take advantage of this opportunity/strength and try to use this situation to start a social dialogue between brand and users that revitalizes the engagement, as an immediate effect, and improve the profitability of the longer term brand. Now, how is the way of communicating on Facebook? Do they take advantage of the discursive potentials or do they bet on testimonial presences? What model of storytelling is used in dialogues and publications? What characterizes the digital rhetoric of the social network? Based on the review, presentation and evaluation of several previous reports, as well as on personal professional experience in the community management, the conclusions of this paper point to ‘being’ rather than ‘knowing how to be’ and a rhetorical model which is more assistant than dynamic. The common tendency signals a change of scenery for the practice of communication, but not a substantial change in the ways of narrating the stories.