传播机构面对新的社交网络。早期采用者还是后期采用者?

Francisco Javier Godoy-Martin
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引用次数: 1

摘要

社交媒体已经成为大多数组织(包括传播机构)日常沟通的一部分。然而,鉴于它们的职责是为其他公司服务,这些机构应该对这些平台有一个先进的理解,不仅在最深刻的意义上,而且在时间上是先进的。换句话说,机构应该测试新兴的社交媒体,目的是深入了解它们,并确定它们是否符合其沟通目的。值得注意的是,在数字广告上的投入和与网红的行动越来越大。此外,它们不一定是一成不变的平台,但它们中的一些实现了生命周期,甚至消失了。在这个问题上,有必要检查机构是否真的在最近的社交网络上工作,还是只在那些已经整合的社交网络上工作。对于这一研究,在描述性研究中采用了基于内容分析的定量方法。该研究对西班牙10家收费最高的通信机构进行了抽样调查。作为次要研究目标,它被认为是分析机构对他们所处的社交媒体的使用,以确定在线内容策略的存在,以及评估这些公司在在线渠道上的互动水平。结果显示,大多数被分析的机构都提供与web 2.0相关的服务,如数字战略、在线内容管理、监控和影响者关系。就社交媒体而言,除了少数情况外,传播机构更喜欢在最稳定的社交网络(Twitter、Facebook、Instagram、LinkedIn和YouTube)上保持存在。此外,这些网站通常在其网站上有链接。这并不意味着代理商不使用最新的应用程序,但大多数情况下,他们这样做不是为了自己的品牌利益。否则他们会把他们留在幕后。事实上,一些代理机构使用现有的平台,如Twitch或TikTok,发布适合自己特点的内容,这意味着代理机构知道它们的可能性,尽管它们的使用在其中仍然不常见。在常用的社交网络中,这些机构的活动仍然沿着先前学术论文中已经得出的结论:信息传播的目的以自我促进的作用为主。传播机构不断更新他们的社交资料,在研究期间,他们不断发布内容,特别是关于自己或传播行业的信息,其次是共同感兴趣的新闻,客户新闻和开展的项目。最后,尽管他们经常发布内容,但与其他用户的互动很低,而且,如前所述,它通常具有自我推销的意图。综上所述,传播机构和其他类型的组织一样,被用来在日常工作中引入社交媒体工作。然而,不能说他们是早期的采用者,至少在自我使用方面是这样。也许,公共关系专业人士正在研究和深入这些新平台,但以一种私人的方式,所以机构不能,或者不愿意通过这样做来展示他们的专业知识。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Las agencias de comunicación ante las nuevas redes sociales. ¿Early adopters o incorporación tardía?
Social media are already part of the communicative routines of most organizations, including communication agencies. Nevertheless, given their duty to serve other companies, these agencies should have an advanced understanding of these platforms, not only in their most profound sense but also in a time-advanced one. In other words, agencies should test emerging social media with the aim of knowing them in-depth and determining whether they serve their communicative purpose. It should be noticed that investment in digital advertising and actions with influencers are greater and greater. Besides, they are platforms that not necessarily remain unalterable, but some of them achieve their life cycle, even disappearing. On this matter, it is necessary to check if agencies really are working on the most recent social networks or only on those which are already consolidated. For such a research, the quantitative method, based on the content analysis, was adopted within a descriptive study. It was used on a sample of the ten communication agencies with the highest billing which operate in Spain. As secondary research objectives, it was considered to analyze the use that agencies do of social media which they are present in, to determine the existence of online content strategies, as well as to value the interaction level of these companies on online channels. The results show that most of analyzed agencies offer web 2.0-related services, such as digital strategy, online content management, monitoring and influencers relations. Social media talking, except for a few cases, communication agencies prefer to maintain a presence on the most consolidated social networks (Twitter, Facebook, Instagram, LinkedIn and YouTube). Furthermore, those are the ones that usually have links on their websites. This does not mean that agencies do not use the more recent applications, but that, mostly, they do not do this for their benefit as a brand. Otherwise they keep them in the background. In fact, some agencies use current platforms, such as Twitch or TikTok, publishing suitable content to their characteristics, which means that agencies know their possibilities, although their use is not still usual among them. Among the commonly used social networks, the activity of these agencies remains along the lines of what has already been concluded in previous academic papers: the purpose of information dissemination prevails with a self-promoting role. Communication agencies keep their social profiles updated and, during the month of research, they constantly published content, especially, information about themselves or about the communication sector, followed by news of common interest, clients news and projects carried out. Finally, although they published content frequently, the interaction with other users is low and, when it happens, it usually has, as mentioned, a self-promoting intention. In conclusion, communication agencies, as other kinds of organizations, are used to introduce social media work in their routines. However, it cannot be said that they are early adopters, at least to self-use. Probably, public relations professionals are researching and going deep in these new platforms, but in a private way, so agencies cannot, or prefer not to show their know-how by doing it.
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