Youtube for dialogic relationship building? Analysis of content management and level of participation of spanish best reputed companies youtube channels

Abstract

Companies have incorporated new social media in their relations with the citizens. This article discusses the use of YouTube, the audiovisual message and the involvement of users in the channels of the best reputed companies in Spain according to Merco ranking (Business Monitor of Corporate Reputation). A total of 454 videos were analysed. The paper concludes that the use of YouTube is more promotional than informative, as well as unidirectional. The low inter action and participation of publics point to a lack of interest in the contents. For the moment, the conservative attitude is the main trend of business communica tion on YouTube.