Corporate communication and social media. Spanish companies’ communicative activity index on the audiovisual social networks

Abstract

The present work studies the presence of 50 companies in main audiovisual social media. These companies hold the top positions of the 2014 Merco (Corporative Reputation Business Monitor) ranking according to corporative reputation. The objective of the study is to determine how Spanish companies are using second generation social media (González Macías in Pinterest. La red social visual y creativa. Editorial UOC, Barcelona, 2014) depending on their proactivity level and the content flow. In addition, the suggestion and validation of an index that allows measuring the aforementioned proactivity establishes an interesting methodological proposal that may be useful for subsequent works.