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This study investigates the posting strategies of CEOs of Latin American companies on LinkedIn and their impact on engagement. It examines activity levels and types of presence, and engagement rates. Based on a quantitative analysis, the results reveal that executives in this region have a significantly lower frequency of posting on LinkedIn compared to the averages recommended by experts. Regarding the type of presence, CEOs are “content creators” and mainly post their own content. The engagement analysis shows discrepancies between own and hybrid posts. Due to the originality of own content, it receives better engagement rates than hybrid posts. The findings reveal that most Latin American CEOs adopt a “passive funnel” posting strategy on LinkedIn, which is characterized by low activity and own content. It is striking that CEOs with a more passive approach tend to have higher engagement rates compared to those with a more active approach. From these findings it is clear that, although authentic content generates interaction, CEOs should take advantage of the potential of shared publications, which are characterized by fostering dialogue based on content with diverse perspectives, a particular feature of the actors and institutions of the business environment. This research assesses the potential of CEOs as institutional communicators and provides methodological guidelines for academics and professionals in charge of the publication strategies of organizations and managers in the region. [ABSTRACT FROM AUTHOR]

Introduction: This study analyzes the use that the main NGO in Chile and Spain make of their profiles on Facebook and Instagram. Specifically, we study how they manage their public presence on these social networks, what issues they focus their activity on, how they are connecting with their audiences and the engagement they achieve. Methodology: the content analysis of the publications made by 50 NGO during a month has been used, taking into account quantitative and qualitative variables; the sample has been made up of 25 organizations from each country, selected by means of a non-probability sampling according to predefined criteria. Results: a total of 2,103 publications have been analyzed, which show that Facebook is the most used network, especially in Spain, and also the network with the largest number of followers; the use that NGO give to their profiles is basically informative, but there are differences between Spain and Chile and also by sector of activity of the organizations; the most used format for posting is text and notably the use of hashtags; the most common topics deal with the activities and projects of the NGO with a formal tone. Discussion: taking into account the social nature and the need to generate dialogue and connection with society, NGO should make more effort in their social media profiles given the scope and potential for generating engagement with their audiences. Conclusions: the communication strategies of the NGO in social networks do not take advantage of the power that these channels have to dialogue and establish relationships of trust with their audiences. [ABSTRACT FROM AUTHOR]

Introduction: Public media are essential to offer a service of general interest to the population to have equitable access to information, culture, democratic participation and equal opportunities. However, they continue to transmit biases and gender stereotypes that can have a great social scope, also in its digital editions, where a large part of the imbalances presents in traditional media have been transferred and adapted. Methodology: This paper analyzes the representation of gender on the Twitter profile of the regional channel Canal Sur Noticias. For this, a content analysis of a total of N=754 tweets published in September and October 2022 is carried out to find out if there is an underrepresentation of women in news coverage and if gender biases and stereotypes are perceived in the sections, spheres of action, authorship, external sources and in the audiovisual content. Results: The findings reveal that women are clearly underrepresented in this social network, not only as protagonist, also as authors and external sources, and a relegation to the background, in sections and areas of lesser weight, in addition biases persist and stereotypes such as gender markings, traditional roles, or sexist language in text and images. Discussion and Conclusions: This paper show an imbalance in the representation of gender in the Twitter of the public channel, which adapts the same biases present in its traditional format, hindering the social advancement of women in the digital space. [ABSTRACT FROM AUTHOR]

Social media are critical tools for providing valuable information in crisis situations. Since the COVID-19 Social media are critical tools for providing valuable information during crisis situations. Health crises, in particular, are exceptional circumstances that intensify social uncertainty on a large scale and trigger negative emotions. Previous health crises, such as SARS (2002), H1N1 (2009), Avian Influenza H7N9 (2013), the Ebola virus (2014), and Zika (2016), have demonstrated that social networks are key in public health strategies to accurately disseminate information. For this reason, the WHO has emphasized the importance of digital communication in persuading the population to adopt measures to prevent the escalation of health crises and control epidemic outbreaks. Since the COVID-19 pandemic, universities have utilized their official accounts on various social platforms to keep their strategic audiences informed. In this context, university social networks are configured as essential tools to foster interaction with their priority audiences. Interactive communication acts as a catalyst that enhances the interest of audiences (Gori et al., 2020) in consuming the content published by these institutions and in maintaining stronger connections with them. The dynamic nature of social media allows universities to promptly address public concerns, disseminate accurate information, and counteract misinformation, thereby playing a crucial role in public health communication strategies. The main objective of this study is to examine the level of activity and engagement generated by the content published by universities on their official Facebook and Twitter accounts concerning coronavirus-related topics since the COVID-19 outbreak. To achieve this, a content analysis was conducted on the institutional profiles of n=70 international reference universities (in Europe, USA, and Latin America) during the year 2021 to measure the level of interaction generated by these messages and compare them with non-COVID-19 related posts. This analysis seeks to identify patterns and differences in user engagement, providing insights into the effectiveness of university communication strategies during health crises. The primary results indicate no significant differences between COVID-19 related publications and non-COVID-19 related ones in terms of activity and engagement levels. Specifically, it was found that COVID-19 related content published by universities on their Facebook and Twitter accounts did not generate high levels of activity in any of the three geographical areas analyzed (United States, Europe, and Latin America). This finding suggests that merely addressing pandemic-related topics is insufficient to maintain high levels of audience engagement and that additional factors may influence the effectiveness of these communications. Therefore, it is suggested to reinforce visual content on Twitter and Facebook to enhance the activity levels of the content published by universities. Long paragraphs can disperse users' attention, especially considering that a significant group of users belong to younger generations accustomed to consuming emoticons, GIFs, short videos, and photographs on platforms like TikTok and Instagram. Visual content, such as infographics, videos, and engaging images, can attract more attention and foster higher engagement among users, making the communication more effective. Additionally, it is recommended that communication professionals in university institutions receive training and specialization in developing effective communication strategies for social networks during crisis situations. To this end, these professionals should learn to integrate actions, measures, and protocols as outlined in the Situational Crisis Communication Theory (SCCT) framework. This framework provides guidelines for effective communication during crises, emphasizing the need for timely, accurate, and transparent information to maintain public trust and mitigate the impact of the crisis. By implementing these strategies, universities can improve their social media engagement and ensure that their messages reach and resonate with their target audiences, ultimately contributing to better public health outcomes during crises. [ABSTRACT FROM AUTHOR]

Social networks have become essential means of communication and have modified the concept of political communication. Social media have nowadays an increasingly important impact on election campaigns worldwide, and, therefore, the latest election processes within the Latin-American context are ideal environments for this analysis, due to both the volatility and the richness of the political-electoral competition, and their capacity to influence the exchange of political information through the different emotions of the audiences. This paper presents a systematized study of the communication that took place in social media during the first round of the 2022 Costa Rican electoral process (February 6th). The information has been collected from the data available at the Digital Media Communication Observatory of the Universidad Latina de Costa Rica, using the social listening tools Minerva Data, Kantar IBOPE Media's Adspend and Mention, with the objective of revealing the digital conversation trends in this campaign, an unprecedented electoral process with 25 presidential candidates. The reports from the Digital Communication Observatory show the evolution of the electorate's behavior in terms of interaction, sentiment, topics and voting intention, during the first round of the 2022 electoral process, as well as the general dynamics perceived in the social media and public web environments. [ABSTRACT FROM AUTHOR]

Copyright of Index.Comunicación is the property of Index.comunicacion and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Peruvian companies, through digital tools, share their products with consumers. The research pursued the objective of identify how the digital communication of companies influences the purchasing behavior of Peruvian consumers. A virtual survey was applied to a sample of 240 consumers. Significant results: 80% use a social network; 75% look for information on digital platforms and 68% maintain communication through digital media. Conclusions: the digital communication of companies directly influences the purchasing behavior of Peruvian consumers and consumers consider the digital presence of companies to be important [ABSTRACT FROM AUTHOR]

Copyright of Mediterranean Journal of Communication / Revista Mediterránea de Comunicación is the property of Revista Mediterranea de Comunicacion / Mediterranean Journal of Communication and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

The 2021 general elections in Peru took place in an unusual context generated by many factors. In addition to taking place within the bicentennial year of the country's independence and having eighteen presidential candidates, the electoral process was marked by a deep political crisis and the COVID-19 pandemic. In this context, the present research aims to understand how the political communication of the candidates and their political parties was managed on social media during the first round of these presidential elections. To find this, a metric analysis is applied oriented to the presence and activity of candidates and political parties in social media. The findings reveal a high level of presence of candidates and political parties, a clear phenomenon of personalization in political communication and the concentration of posts, especially in Facebook and Twitter. [ABSTRACT FROM AUTHOR]

Peruvian companies, through digital tools, share their products with consumers. The research pursued the objective of identify how the digital communication of companies influences the purchasing behavior of Peruvian consumers. A virtual survey was applied to a sample of 240 consumers. Significant results: 80% use a social network; 75% look for information on digital platforms and 68% maintain communication through digital media. Conclusions: the digital communication of companies directly influences the purchasing behavior of Peruvian consumers and consumers consider the digital presence of companies to be important. [ABSTRACT FROM AUTHOR]

Copyright of Correspondencias & Analisis is the property of Universidad de San Martin de Porres and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Introduction: This work focus on the study of how spanish think tanks use digital media to spread their activity and transmit their ideas. Methodology: Through content analysis, we analyze what types of communication tools are used in the digital spaces that are officially implemented (web sites and social media), as well as the use of these tools as unidirectional or bidirectional channels. Results: It shows that the unidirectional focus on dissemination of these organizations identities, closely linked to educative activities. Among the bidirectional, social media become relevant, and are used to generate engagement with its stakeholders. Discussion and Conclusions: Think tanks use digital communication as a strategy to disseminate their activities. This fact enhance the prospective of advocacy and a pretension to participate in the topics of public discussion with proposals on its framings (Bürger, 2015, Misztal, 2012). [ABSTRACT FROM AUTHOR]

Nowadays, many known celebrities use social media as a channel to promote positive narratives and support humanitarian work. This article offers an analysis of the argumentative strategies employed in Instagram by a Spanish actor Javier Bardem, an Antarctic ambassador for Greenpeace, in order to attract the attention of the public to the ecological problems of the Antarctic Ocean. I have studied 76 posts published in Instagram during the 2018-2019 period. Starting from the theoretical framework of argumentation, as well as of pragmatic linguistics, I analyze those linguistic mechanisms and discursive strategies that are used with the aim to achieve the persuasive purposes. [ABSTRACT FROM AUTHOR]

The study analyses the main challenges perceived by communication consulting sector in Spain in a post-convergence context. An in-depth questionnaire to communication agency professionals and content analysis of their corporate websites and social platforms was used as methodology. The results point to a situation in transition between old and new practices, in which digitalisation is perceived as a current need and a challenge to sector's adaptation capacity, while only some agencies use the new channels offered by Internet for their own management of transparency and online visibility. A double reactivity is detected: with respect to their vision of the future, and to digital brand leadership. The research provides clues that can help researchers, professors and professionals to evaluate the sector and detect adaptation needs for the present and the future. [ABSTRACT FROM AUTHOR]

Copyright of Mediterranean Journal of Communication / Revista Mediterránea de Comunicación is the property of Revista Mediterranea de Comunicacion / Mediterranean Journal of Communication and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)