1 Interactive communication of Chilean companies on Facebook: a comparative study with Latin American companies Comunicación interactiva de las empresas chilenas en Facebook: un estudio comparativo con las empresas latinoamericanas Comunicação interativa das empresas chilenas no Facebook: um estudo comparativo com as empresas latino-americanas ARTICLE Ileana Zeler Universitat Autònoma de Barcelona (Spain) Ileana Zeler is a Serra Hunter Fellow in the Department of Advertising, Public Relations and Audiovisual Communication at Universitat Autònoma de Barcelona and and guest professor in Spanish and Latin American universities. She is author of several articles in international scientific journals. Her research is focused on organizational communication, public relations, corporate social responsibility, and social media. She is also Organizational and Strategic Communication Representative by the YECREA. ileana.zeler@uab.cat https://orcid.org/0000-0002-5550-1000 RECEIVED: June 06, 2020 / ACCEPTED: August 6, 2020 Abstract KEYWORDS The objective of this study is to analyze how Corporate communication, Social networks, In- Chilean companies manage interactive com- teractivity, Companies, Facebook. munication with their audiences on Facebook. Resumen 29,000 posts from 135 company profiles were analyzed through a comparative study with El objetivo de este estudio es analizar como las Latin American companies. The selected ca- empresas chilenas gestionan la comunicación tegories were the communication approach, interactiva con sus públicos en Facebook. A information resources, interaction level and in- través de un estudio comparativo con las em- teraction rate. The results show that the disse- presas latinoamericanas, se analizaron 29.000 mination of information is mainly unidirectional posts de 135 perfiles de empresas. Las cate- and not very interactive. The study shows that gorías seleccionadas son el enfoque de comu- companies in Chile and Latin America promote nicación, recursos de información, nivel de in- visibility instead of managing interactive com- teracción y tasa de interacción. Los resultados munication in this social network. arrojan que la difusión de información es prin- cipalmente unidireccional y poco interactiva. El OBRA DIGITAL, 20, February - August 2021, pp. 15-28, e-ISSN 2014-5039 DOI: https://doi.org/10.25029/od.2021.281.20 15 estudio pone en evidencia que las empresas dos 29.000 posts de 135 perfis de empresas. de Chile y América Latina promueven la visi- As categorias selecionadas são a abordagem bilidad en lugar de gestionar la comunicación de comunicação, recursos de informação, nível interactiva en la red social. de interação e taxa de interação. Os resultados mostram que a difusão de informação é prin- PALABRAS CLAVE cipalmente unidirecional e pouco interativa. O Comunicación corporativa, Redes sociales, In- estudo mostra que as empresas do Chile e da teractividad, Empresas, Facebook. América Latina promovem a visibilidade em vez Resumo de gerenciar a comunicação interativa na rede social. O objetivo deste estudo é analisar como as empresas chilenas fazem a gestão da comu- PALAVRAS-CHAVE nicação interativa com seus públicos no Face- Comunicação corporativa, Redes sociais, Inte- book. Através de um estudo comparativo com ratividade, Empresas, Facebook. as empresas latino-americanas, foram analisa- 1. INTRODUCTION strategies (DiStaso & McCorkindale, 2013; Lee, 2016; Neill & Moody, 2015). Facebook facilita- The digital field and social networks have be- tes content sharing and enables dialogue and come key tools for companies to communica- interaction between organizations and the te with their audiences. The possibility of ge- publics. Compared to other social networks, nerating dialogue and interaction with users the number of users of this social network has allows organizations to use digital platforms grown significantly in recent years. A study on to establish and strengthen relationships with the state of social networks in Latin America their publics by maintaining an active presence, confirms that there was an exponential growth creating content of interest and fostering digital of social networks in the region, with Facebook conversations. Academics and communication being the social network with the highest social specialists agree more than ever that social ne- participation (Castro & Vega, 2018). tworks are changing the communication of or- Although Facebook is presented as a new pro- ganizations and institutions (Cordón-Benito & fessional opportunity, the management of cor- González-González, 2016; Valdez & Guerrero, porate communication in this social network 2019; Wright & Hinson, 2017), and Latin Ame- continues to be one of the greatest challenges rican professionals prefer digital channels to at a professional level, since it requires planning communicate with their audiences (Moreno et the content that is disseminated and the com- al, 2015). munication resources that are used in order The maturity of social networks, especially Fa- to promote interaction with users. Despite the cebook (the social network with the highest strong potential of social networks to develop penetration and popularity), and the consoli- relationships with the publics, some authors dation of the digital consumption habits of the highlight the need to establish a roadmap to publics have caused companies to recognize manage the way in which the actions of organi- the potential of the social network and include zations are communicated on social networks it in their communication and public relations (Chung et al., 2017). 16 Interactive communication of Chilean companies on Facebook: a comparative study with Latin American companies To guarantee the bidirectionality of commu- Dialogic theory suggests that organizations nication, organizations must not only interact should not only disseminate information, but with the publics, but must also show a predis- are also expected to be willing to interact and position to dialogue, listen, know their needs converse with their audiences. In this sense, and desires (Taylor & Kent, 2014). In contrast, two main communication approaches in social studies indicate that communication mana- networks are identified. In the first approach, gement continues to be asymmetric (Wissen, where the tools used are unidirectional and the 2017), focusing more on the dissemination of level of interactivity is low, the main objective unidirectional information than on conversa- is to disseminate information to increase digital tions with users. visibility and influence the image of companies. In the second approach, where the tools used The main objective of this research is to analyze are bidirectional and the degree of interactivity the interactive communication of the main Chi- is high, the main objective is to build relations- lean companies on Facebook based on a com- hips through dialogue and interaction between parative analysis with the companies of the the organization and users. main Latin American countries. Bortree and Seltzer (2009) and Diga and Ke- lleher (2009) emphasize that social networks 2. INTERACTIVE promote dialogic communication. The great COMMUNICATION popularity and penetration achieved by social ON FACEBOOK networks (specifically Facebook) and the con- solidation of the digital consumption habits of Social networks changed the way communica- the publics are causing organizations to lean tion is managed in the organizations, becoming towards dialogue and interaction on Facebook. a key instrument for dialogue and interaction. It is important to emphasize that for dialogue to This new communication model replaces per- take place it is necessary to share content that sonally limited forms of human interaction, favors interaction, since messages that promo- opening the possibility of forming virtual com- te interaction and dialogue generate greater munities (Castells, 2001). Several authors (Kim engagement with the publics (Abitbol & Lee, et al., 2014; Losada-Díaz & Capriotti, 2015; Wa- 2017). ters et al., 2009; Wissen, 2017) argue that the basis of communication management in social Dialogical communication on Facebook de- networks is based on the principles of dialo- pends on different types and degrees of inte- gic communication. Dialogic communication is raction: likes, shares and comments. For exam- the basis for building and maintaining mutually ple, a like requires less effort and commitment, beneficial relationships between organizations while shares and comments require more (Bru- and their audiences through the Internet (Kent baker & Wilson, 2018; Capriotti et al., 2019). Li- & Taylor, 2002). Through interactive and dialo- kes suggest that users (in some way) appreciate gic communication, companies can understand the content posted on the social network, al- their audiences, promote their activities and beit in a passive way. Recently, Facebook has increase their virtual notoriety and reputation introduced other features to its popular like (Gonçalvez Pereira et al., 2014). function, such as emoticons that allow showing different feelings: “Love”, “Care”, “Haha”, “Wow”, “Sad”, “Angry”. On the other hand, when users Ileana Zeler 17 share third-party posts on their profile, they Social networks allow the creation and disse- become volunteer spokespersons. Finally, the mination of interactive content in different for- comments are those that explicitly manifest the mats that can be combined with each other: conversation on the social network. Through images, texts, links, hashtags, emoticons, user the fluid exchange of information, comments tags, audio-video and animated images (GIFs). facilitate dialogue (Cho et al., 2014). These resources can be grouped into three groups: graphic resources (photo/image, text The results of the Social Media Benchmarks Re- and emoticon), interactive resources (user tag, port show that there is no positive correlation link and hashtag) and audiovisual resources between the number of posts made by com- (audio-video and GIF) (Capriotti & Zeler, 2020; panies and the interactions generated in the Capriotti et al., 2019). Although each social ne- posts (Devaney, 2015). In other words, posting twork has its own characteristics that allow one more does not necessarily mean increasing the or more resources to be highlighted, currently level of interactions. In order to increase the le- all have graphic, interactive and audiovisual re- vel of interactions, it is necessary to share con- sources. tent of interest that promotes interaction and dialogue with the publics. Several studies (Invodo, 2016; Pletikosa Cvijikj & Michahelles, 2013; Quintly, 2016) suggest that On the other hand, the data obtained from disseminating content that includes various other studies show that even though there is a information resources on social networks con- high predisposition on the part of users to inte- tributes positively to achieving greater reach ract on the contents that promote communica- and interaction. Among the different resources tive exchange (Cho et al., 2014), organizations available, videos are considered a valuable ele- continue to promote one-way communication ment for strategies in social networks because on Facebook (Aced-Toledano & Lalueza, 2018; they require a higher level of commitment (Ple- Capriotti & Losada-Díaz, 2018; Huang et al., tikosa Cvijikj & Michahelles, 2013). According to 2016; RivalIQ, 2018; Sundstrom & Levenshus, studies, 7 out of 10 users in the Latin American 2017; Wissen, 2017). In this sense, Facebook region watch videos on the main social networ- becomes a useful platform for dialogic com- ks (Valentine, 2017), to which the ComScore munication, in other words, an ideal space to Digital Future 2017 study adds that video con- share content of interest and dialogue with the sumption in Latin America has increased the publics. last year (Fosk, 2017). According to Valentine The communicative function in an organization (2017), these results are accompanied by the is not only to disseminate information, but also new functions related to the audiovisual impul- to promote dialogue with the publics. Safko and se that social networks made available to users Brake (2009) explain that to generate conversa- to get on the digital trend. tions it is first necessary to attract users, and Despite the fact that research is indicating that this is achieved through the creation and dis- there is an exponential growth in the use of semination of content that promotes dialogue audiovisual resources on Facebook (due to the with the publics. For this, organizations have at increase in connection speeds and technologi- their disposal different information resources cal improvements of mobile devices), images on Facebook that can be combined with each continue to be the most used resource in the other. social network profiles (Brubaker & Wilson, 18 Interactive communication of Chilean companies on Facebook: a comparative study with Latin American companies 2018; Cohen, 2016; Fosk, 2015; Luarn et al., The analysis was carried out over 12 months: 2015). This shows that organizations are using from January to June 2015 and from July to the resources available on Facebook (mainly December 2016. In both periods, 2 weeks per through graphic resources) although they are month were taken: the odd weeks in 2015 and wasting other possibilities offered by Facebook the even weeks in 2016. Finally, a total of 29,078 to increase the level of interaction with users posts was obtained. through interactive and audiovisual resources. The general objective of this research was to analyze the interactive communication of the 3. METHODOLOGY main Chilean companies on Facebook based on a comparative analysis with the companies The object of study of this research are the of the main Latin American countries. For this, 3 main companies in Chile. To identify the com- research questions (RQ) were established: panies, those with the best reputation in Chi- RQ1: What general communication approach le and which are present in the annual study does content disseminated by companies have prepared by MERCO (MERCO companies) were on Facebook? taken as a reference, since they are considered benchmarks in matters of strategic manage- RQ2: What information resources are included ment of corporate communication (Capriotti et in the posts of the companies? al., 2019). Thus, the first 35 companies in the RQ3: What level of interaction does the content ranking that were present for two consecutive disseminated by companies on Facebook ge- years were taken. nerate? The list of the top 35 companies in the rankings RQ4: What interaction rate is obtained from of Argentina, Brazil, Mexico, Peru and Colombia said content disseminated on Facebook? What prepared by the same MERCO (MERCO com- interaction rate is obtained from said content panies), also present for two consecutive years, disseminated on Facebook? was taken as a reference to comparatively eva- luate the management of communication on To answer the research questions (RQ), the Facebook of Chilean companies with compa- content analysis methodology was used and 4 nies from the rest of Latin America. categories of analysis were defined. These cate- gories were developed and tested in previous Of the total number of companies selected, studies (Capriotti et al., 2016; Capriotti et al., those that have official corporate fan pages on 2019). Facebook nationwide were taken. The profiles were identified by popular Internet search en- The communication approach (RQ1) analyzes gines and the official websites of the compa- the strategy of the disseminated publications nies. Those profiles that could not be verified from 2 aspects: (a) an informative approach were discarded. The final sample included 135 that refers to the creation and presentation of Facebook profiles: 19 profiles from Chile and informative content (said content is descriptive/ 116 profiles from Latin America (23 from Ar- expository and encourages unidirectional com- gentina, 19 from Mexico, 27 from Colombia, 25 munication), and (b) an interactive approach from Brazil and 22 from Peru). that refers to the creation and dissemination of Ileana Zeler 19 content intended to trigger conversations and The Fanpage Karma monitoring tool, available the exchange of information. on the Internet, was used to collect the publica- tions. The information obtained was gathered Information resources (RQ2) refer to the diffe- and coded in an Excel template designed spe- rent resources used to disseminate content cifically for this research. to users. Thus, 3 graphic resources were de- fined (image, text and emoticon), 3 interactive resources (link, hashtag and user tag), and 2 audiovisual resources (audio-video and GIF). 4. RESULTS More than one resource can be included in this The study reveals that companies in Chile and analysis category. those in Latin America (LatAm) have a majority presence on Facebook. More than 80% of the The level of interaction (RQ3) allows to analyze companies studied have fan pages on the so- the volume of reactions generated in the con- cial network. Also, companies publish content tent disseminated by the companies. To study quite frequently. Although Chile is one of the the level of interaction, 3 dimensions were countries with the least number of companies defined: (1) Support Level (SL), obtained from present on Facebook (19 out of 23 companies the average number of likes per company and analyzed), it is the country with the highest le- post; (2) Viralization Level (VL), obtained from vel of activity on the social network (reaching the average number of shares per company almost 2 posts per day per company). and post; and (3) Conversation Level (CL), obtai- ned from the average of comments per com- Regarding the communication approach of the pany and post. posts of the companies (RQ1), the results show that the companies of Chile and LatAm tend The interaction rate (RQ4) allows analyzing the broadly towards the dissemination of content volume of reactions generated by the content with a purely informative approach on Face- disseminated in relation to the number of fo- book. In other words, more than 70% of the llowers of the companies. For this category, posts are created to disseminate content and three dimensions were defined: (1) Support inform users about the activities of companies. Rate (SR) obtained from dividing the total num- In contrast, posts with an interactive approach ber of likes per post in relation to the total num- are less than 30% (Table 1). ber of followers of the companies and multi- plied by 100; (2) Viralization Rate (VR) obtained Table 1 from dividing the total number of shares per Communication approach of companies on Facebook (%) post in relation to the total number of followers of the companies and multiplied by 100; (3) Informational Interactive approach approach Conversation Rate (CR) obtained from dividing Chile 71,6 28,4 the total number of comments per post in re- LatAm 74,5 25,5 lation to the total number of followers of the companies and multiplied by 100. Combining the three dimensions, the General Interaction The difference is very insignificant between Rate (GIR) was obtained. The GIR is the result of companies in Chile (71.6%) and those in LatAm the sum of SR+VR+CR (Kaushik, 2011; Naraya- (74%), since in both cases the informational nan et al., 2012). approach is predominant. 20 Interactive communication of Chilean companies on Facebook: a comparative study with Latin American companies Table 2 Information resources of companies on Facebook Total Graphic Interactive Audiovisual Audio-video/ GIF Text Image Emoticon User tag Hashtag Link N 5914 4635 1044 442 2323 3226 838 Chile (%) 98,3 77,1 17,4 7,3 38,6 53,6 22,0 N 4503 3571 494 832 1897 2183 787 LatAm (%) 97,7 77,5 11,0 18,4 40,9 47,9 21,6 The analysis of the information resources in- When comparing companies in Chile and the cluded in the content disseminated by Chilean rest of LatAm, little significant differences are companies on Facebook (RQ2) reveals that found. LatAm companies also use text and ima- graphic resources are the most used. Almost ge as basic resources to create and disseminate all of the posts disseminated include a main content, and include audiovisual resources less text (98.3%), which is mostly accompanied by frequently than interactive resources. Howe- one or more images or photographs (77.1%). ver, it should be noted that LatAm companies Few cases use emoticons (17.4%). This reveals use emoticons less (11%) and that at least half that companies are not exploiting this resour- tend to use more than one interactive resource ce much, which allows them to empathize with in their posts. The results of the analysis show users and make communication more friendly that almost 20% of the posts have user tags, (Table 2). 40% include hashtags and almost 50% contain links. On the other hand, among the least used re- sources are audiovisual resources (22%). Of The results of the level of interaction (RQ3) re- the total of posts that include audiovisual re- veal that the level of interaction generated in sources, 9% correspond to videos and 13% the content of Chilean companies is mainly de- to GIF. This data shows that there is a great termined by the large volume of likes obtained waste of this resource at the communicational by the posts, compared to shares and com- level, which allows increasing the level of com- ments (Table 3). The average number of likes is mitment by requiring more attention from the 316 per company and post, shares are 23.2 per user. company and post, and comments are 49.3 per company and post. In percentage, these results Interactive resources are also included, main- show that SL represents 81.3%, VL 6% and CL ly links (53.6%) and hashtags (38.6%). The user 12.7% of all interactions received in company tag is rarely used (7.3%). This means that at posts. least half of the posts have at least one inte- ractive resource. Unlike audiovisual resources, interactive ones are more included in the posts of companies in Chile, but their use continues to be less than graphic resources (Table 2). Ileana Zeler 21 Table 3 rate (RQ4) show that the interaction genera- Level of interaction of companies on Facebook ted is low. The data obtained from companies in Chile indicate that the SR is higher than the SL VL CL rest (11.6% per year), with the like button being the interaction instrument most used to inte- (Average ract with the contents of the companies. The company/ 316,0 23,2 49,3 Chile post) SR far exceeds the VR (0.8% per year) and the (%) 81,3 6,0 12,7 CR (1.8% per year). The sum of the three inte- (Average raction instruments presents a GIR of 14.2%, company/ 1.599,7 133,9 62,1 demonstrating once again that the total inte- LatAm post) raction generated is low (Table 4). (%) 89,1 7,5 3,5 Table 4 The differences between companies in Chile Interaction rate of companies on Facebook and the rest of LatAm are significant. Althou- SR VR CR GIR gh they share as a result the large volume of (%) anual likes received in the disseminated content, the Chile 11,6 0,8 1,8 14,2 volume of likes of Latin American companies is LatAm 11,6 1,1 0,7 13,5 much higher than that of those in Chile. This exceeds 5 times the average number of likes When comparing the results of Chile with La- per company and post in Chile (1,599.7). The tAm, some significant differences are found. LatAm SL represents 89.1%, that is to say that Although both obtain a SR of 11.6% (due to almost all the interactions of LatAm companies the large volume of likes obtained per post and are likes. Another significant difference is that company), VR and CR together represent 1.8% LatAm companies receive more shares than of the total. In other words, the VR plus the CR comments on posts. The average number of of the LatAm companies mean a third less than shares per company and post (133.9) is twice the VR and the CR of the Chilean companies as high as the average number of comments together (2.6%). In Table 4 it can be seen as per company and post (62.1). In percentage a result of the sum of the SR, VR and CR, that terms, the VL constitutes 7.5% and the CL re- the GIR obtained in LatAm companies is 13.5%. presents 3.5%. Both add up to 11% of the total This result shows that, despite the fact that La- interactions. tAm companies have a volume 5 times higher Although the results of the level of interaction than Chile’s fans, the LatAm GIR is lower than show that the average number of interactions the Chile GIR. In other words, companies in Chi- per company and post is high, it must be taken le receive more interaction than companies in into account that companies have a large volu- the rest of LatAm as a whole. me of followers. The average of Chilean compa- nies is 432,974 fans per company and the ave- rage of LatAm companies is 2,696,614 fans per company. In relation to this average number of fans per company, the results of the interaction 22 Interactive communication of Chilean companies on Facebook: a comparative study with Latin American companies 5. DISCUSSION AND Pletikosa Cvijikj & Michahelles, 2013; Quintly, 2016). CONCLUSIONS Analyzing the results of RQ1 and RQ2, two con- The study carried out reveals that the presence nection points between them are detected. On of Chilean companies on Facebook is the majo- the one hand, the findings allow us to affirm rity, while their activity is quite frequent. Com- that companies are managing their commu- paring the results of Chile with LatAm, the first nication for the dissemination of information, is the one with the least presence, but still the since the communication approach is mainly most active in the social network. informative and the resources that are most The analysis of the communication approach used are not very interactive. On the other (RQ1) shows that a mainly informative approach hand, it can be observed that, although there is is maintained. Less than a third of the total a significant number of companies that include posts that are disseminated in Chile and LatAm interactive and audiovisual resources in the dis- promote interaction, that is, invite the audience seminated content, few are those that promote to carry out some type of specific action (par- interaction. ticipate, comment, subscribe, etc.). Among the Finally, the level of interaction obtained in cor- interactive actions that are promoted, partici- porate content (RQ3) indicates that there is a pating in contests, events and other activities is high volume of interaction. However, the hi- what is most included in the publications. On a ghest percentage responds to the likes recei- few occasions, users are invited to share their ved in companies in Chile, in the same way that opinions on the topics that companies discuss. happens in companies in LatAm. In contrast, In this sense, companies are wasting one of the shares and comments receive a much lower opportunities offered by communication on Fa- volume. Undoubtedly, the level of likes does cebook in relation to the possibility of knowing not have the same interactive value as the le- the needs and desires of the publics based on vel of shares and comments (Cho et al., 2014). the opinions of users (Taylor & Kent, 2014). Thus, the interaction rate (RQ4) obtained is low. On the other hand, the contents that compa- This suggests that there is a poor percentage nies disseminate are mostly created with in- of users who interact with the content dissemi- formation resources (RQ2) that are not very nated by companies, which allows us to make interactive. The findings showed that mainly a series of reflections. On the one hand, it may companies in Chile and LatAm use graphic re- be that the content disseminated by compa- sources in their publications. Only half of the nies generates little interest for users. On the posts (or less in the case of LatAm), include an other hand, it may be that companies have little interactive resource in the posts or audiovi- interest in dialoguing with users on the social suals (around 20% of the total). This indicates network, despite the fact that the authors em- that companies are largely wasting the possibi- phasize the potential of social networks to ge- lity of further promoting interaction in the so- nerate dialogue (Kim et al., 2014; Losada-Díaz cial network through the use of interactive and/ & Capriotti, 2015; Waters et al., 2009; Wissen, or audiovisual resources, the latter being key 2017). elements to generate greater interaction since As a conclusion of this study, it can be affir- they imply a level of commitment greater than med that the communication management the rest (Costa-Sánchez & Túñez-López, 2019; Ileana Zeler 23 of Chilean companies (as well as those of the This study was developed under a specific me- rest of LatAm) on Facebook is mostly one-way. thodology that allowed the analysis of commu- Chilean companies are quite active in the social nication management on Facebook, which was network, but the contents have an informative adapted to a specific object of study (compa- communication approach. The resources they nies). To assess whether the trend and the re- use to create content are not very interactive sults continue to be replicated today, it should too. This directly affects the low interaction be applied to other types of organizations and/ rate generated. According to the Latin Ameri- or sectors, as well as other countries and/or can Communication Monitor study, the majority regions. This would allow to deepen the study of professionals in Latin America evaluate the from an academic point of view and contribute level of interaction of users in the networks ba- to the improvement of communicative practi- sed on positive comments towards the organi- ces at the digital level of organizations from a zation and active communication with the or- professional point of view. ganization (Moreno et al., 2017). However, it is important to keep in mind that the level of user interaction depends on the interaction mana- gement that organizations carry out on Face- book. In other words, if companies use social networks as a one-way communication chan- nel, users are likely to generate a lower level of interaction than if companies use social ne- tworks as a dialogical communication channel. The inclusion of Facebook in communication strategies implies a professional commitment to use the tool to maintain mutually beneficial relationships with audiences on a digital level. Thus, maintaining an active presence and pro- perly promoting interaction are key aspects to achieve successful communication manage- ment on Facebook. For this, companies in Chile and LatAm should use this social network more as a communication channel to generate dialo- gue and not so much as a dissemination chan- nel to obtain greater digital visibility. 24 Interactive communication of Chilean companies on Facebook: a comparative study with Latin American companies REFERENCES Abitbol, A., & Lee, S. Y. (2017). Messages on CSR-dedicated Facebook pages: What works and what doesn’t. 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