Strategic engagement and conversational encounter in social media
Descripción del Articulo
The article approaches approach to the assumptions of methodologies for measuring online conversation. These methodologies record what users do when access to social media institutional profiles, which allows observing the impact of the publications. However, they do not take into account neither th...
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| Formato: | artículo |
| Fecha de Publicación: | 2018 |
| Institución: | Universidad de Piura |
| Repositorio: | Revista UDEP - Revista de Comunicación |
| Lenguaje: | español |
| OAI Identifier: | oai:revistas.udep.edu.pe:article/979 |
| Enlace del recurso: | https://revistadecomunicacion.com/article/view/979 |
| Nivel de acceso: | acceso abierto |
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Strategic engagement and conversational encounter in social media Engagement estratégico y encuentro conversacional en los medios sociales |
| title |
Strategic engagement and conversational encounter in social media |
| spellingShingle |
Strategic engagement and conversational encounter in social media Ure, Mariano |
| title_short |
Strategic engagement and conversational encounter in social media |
| title_full |
Strategic engagement and conversational encounter in social media |
| title_fullStr |
Strategic engagement and conversational encounter in social media |
| title_full_unstemmed |
Strategic engagement and conversational encounter in social media |
| title_sort |
Strategic engagement and conversational encounter in social media |
| dc.creator.none.fl_str_mv |
Ure, Mariano |
| author |
Ure, Mariano |
| author_facet |
Ure, Mariano |
| author_role |
author |
| dc.description.none.fl_txt_mv |
The article approaches approach to the assumptions of methodologies for measuring online conversation. These methodologies record what users do when access to social media institutional profiles, which allows observing the impact of the publications. However, they do not take into account neither the response of institutions as a result of listening to users nor the possibilities of co-creation. Thereby, conversation is confused with mere digital interaction. Seeking for engagement is executed as a strategic action of conquest of users, which ends up stopping the advances towards a culture of collaboration. The objective is to offer a theoretical contribution that allows defining the pragmatic and ethical assumptions of both the digital interaction and the conversational encounter. With this, the conversationalist paradigm is criticized, which identifies the online linguistic exchange as the maximum degree of evolution of a social communication that pretends to achieve understanding, closeness and collaboration. El artículo aborda los supuestos de las metodologías para medir la conversación online. Estas registran lo que hacen los usuarios que acceden a perfiles de medios sociales institucionales, lo que permite observar la repercusión de las publicaciones. Sin embargo, no dan cuenta de la respuesta de las instituciones como resultado de la escucha a los usuarios, ni de las posibilidades de co-creación. Así, se confunde conversación con mera interacción digital. La búsqueda del engagement se ejecuta como una acción estratégica de conquista de usuarios, que termina por detener los avances hacia una cultura de la colaboración. El objetivo es ofrecer un aporte teórico que permita delinear los supuestos pragmáticos y éticos tanto de la interacción digital como del encuentro conversacional. Con ello, se cuestiona el paradigma conversacionalista, que identifica el intercambio lingüístico online como grado máximo de evolución de una comunicación social que aspira a lograr comprensión, cercanía y colaboración |
| description |
The article approaches approach to the assumptions of methodologies for measuring online conversation. These methodologies record what users do when access to social media institutional profiles, which allows observing the impact of the publications. However, they do not take into account neither the response of institutions as a result of listening to users nor the possibilities of co-creation. Thereby, conversation is confused with mere digital interaction. Seeking for engagement is executed as a strategic action of conquest of users, which ends up stopping the advances towards a culture of collaboration. The objective is to offer a theoretical contribution that allows defining the pragmatic and ethical assumptions of both the digital interaction and the conversational encounter. With this, the conversationalist paradigm is criticized, which identifies the online linguistic exchange as the maximum degree of evolution of a social communication that pretends to achieve understanding, closeness and collaboration. |
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2018 |
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2018-03-26 |
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info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Article evaluated by pairs Artículo evaluado por pares |
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https://revistadecomunicacion.com/article/view/979 |
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https://revistadecomunicacion.com/article/view/979 |
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https://revistadecomunicacion.com/article/view/979/945 /*ref*/Anderson, M. y Caumont, A. (24 de septiembre de 2014). How social media is reshaping news [Pew Research Center]. Recuperado de: http://www.pewresearch.org/fact-tank/2014/09/24/how-social-media-is-reshaping-news/ Arata, G. (2014). Enti local e social network. Il Mulino, 2, 323-328. Ashley, Ch. y Tuten, T. (2015). Creative Strategies in Social Media Marketing: An Exploratory Study of Branded Social Content and Consumer Engagement. Psychology & Marketing, 32 (1), 15-27. Recuperado de: http://tracytuten.com/wp-content/uploads/2016/03/Ashley_et_al-2015-Psychology__Marketing.pdf Barbrook, R. y Cameron, A. (1996). The Californian ideology. Science as Culture, 1, 44-72. Recuperado de: http://www.comune.torino.it/gioart/big/bigguest/riflessioni/californian_engl.pdf Bhattacharya, S., Srinivasan, P., y Polgreen, Ph. (2017). Social media engagement analysis of U.S. Federal health agencies on Facebook. BMC Medical Informatics and Decision Making, 17:49. Bowman, S. y Willis, CH. (2003). We Media: How audiences are shaping the future of news and information. The Media Center at The American Press Institute. Recuperado de: http://www.hypergene.net/wemedia/download/we_media.pdf Buber, M. (2006). Yo y Tú. Buenos Aires: Lilmod. Castells, M. (2009). Comunicación y poder. Madrid: Alianza. Chandler, D. y Munday, R. (2016). A Dictionary of Social Media. Oxford: Oxford University Press. Cogo, G. (2012). I social network nella PA. Santarcangelo di Romagna: Maggioli. Dessart, L., Veloutsou, C. y Morgan-Thomas, A. (2015). Consumer engagement in online brand communities: a social media perspective. Journal of Product & Brand Management, 24 (1), 28-42. Recuperado de: http://www.emeraldinsight.com/doi/pdfplus/10.1108/JPBM-06-2014-0635 Evans, D. (2010). Social Media Marketing: the next generation of business engagement. Indianapolis: Wiley. Fernández, A. (4 de enero de 2017). Cómo calcular el engagement en social media [SocialMedier]. Recuperado de: http://socialmedier.com/formula-engagement-calcular-engagement-rate-formula/ Gadamer, H.G. (1997). Verdad y método. Salamanca: Sígueme. Garst, K. (10 de mayo de 2014). Social Media Measurement and the Only Metric That Matters [Huffingtonpost]. Recuperado de: http://www.huffingtonpost.com/kim-garst/social-media-measurement-_b_4910702.html Gillmor, D. (2004). We the Media: Grassroots Journalism by the People, for the People. O’Reilly Media. Global Web Index (2017). Quarterly report on the latest trends in social networking. Recuperado de: http://insight.globalwebindex.net/hubfs/Reports/Social-Q1-2017/GWI-Social-Summary-Q1-2017.pdf?t=1498575132979 Goodman, G.F. (2012). Engagement Marketing: How Small Business Wins in a Socially Connected World. Nueva Jersey: Wiley. Habermas, J. (1987). Teoría de la acción comunicativa. Taurus: Madrid. Harden, L. y Heyman, B. (2009). Digital Engagement: Internet Marketing That Captures Customers and Builds Intense Brand Loyalty. Nueva York: American Management Association. Human Level Communications. Engagement. En Diccionario de Marketing Online. Recuperado de: https://www.humanlevel.com/diccionario-marketing-online/engagement Jenkins, H. (2008). Convergence Culture. La cultura de la convergencia de los medios de comunicación. Barcelona: Paidós. Kaushik, A. (10 de octubre de 2011). Best Social Media Metrics: Conversation, Amplification, Applause, Economic Value [Occam’s Razor]. Recuperado de: https://www.kaushik.net/avinash/best-social-media-metrics-conversation-amplification-applause-economic-value/ King, K. (2008). Journalism as a Conversation. Nieman Reports, 62 (4), 11-13. Recuperado de: http://niemanreports.org/articles/journalism-as-a-conversation-2/ Kunelius, R. (2001). Conversation: a metaphor and a method for better journalism? Journalism Studies, 2 (1), 31-54. Lee, D., Hosanagar, K. y Nair, H. (2015). Advertising Content and Consumer Engagement on Social Media: Evidence from Facebook. Working Paper No. 3087, Graduate School of Business, Stanford. Recuperado de: https://www.gsb.stanford.edu/faculty-research/working-papers/advertising-content-consumer-engagement-social-media-evidence Levine, R., Locke, Ch., Searls, D. y Weinberger, D. (1999). Clutrain manifesto. Recuperado de: http://tremendo.com/cluetrain/ Magnani, E. (2014). Tensión en la red: libertad y control en la era digital. Buenos Aires: Autoría. Marchionni, D. M. (2013). Journalism as a Conversation: A Concept Explication. Communication Theory, 23 (2), 131-147. McCay-Peet, L. y Quan-Haase, A. (2016). A Model of Social Media Engagement: User Profiles, Gratifications, and Experiences. En O’Brien, H. y Cairns, P. (Eds.). Why Engagement Matters: Cross-Disciplinary Perspectives of User Engagement in Digital Media (199-217). Cham, Nueva York: Springer. McLuhan, M. (1964). Understanding media: the extensions of man. Nueva York: McGraw-Hill. Negroponte, N. (1995). Being digital. Nueva York: Knopf. Núñez, V. (17 de enero de 2017). Fórmulas para calcular el engagement en redes sociales y el CTR de tus publicaciones [Vilma Núñez]. Recuperado de: https://vilmanunez.com/formula-engagement-redes-sociales-ctr/ Origami Logic (2016). The Marketer’s Guide to Measuring Social Engagement. Recuperado de: https://resources.origamilogic.com/ebooks/the-marketers-guide-to-measuring-social-engagement. Raso, A. (28 de marzo de 2016). How to Measure Engagement the Right Way [Content Marketing Institute]. Recuperado de: http://contentmarketinginstitute.com/2016/03/measure-engagement-right/ Sacks, H., Schegloff, E. A., y Jefferson, J. (1974). A simplest systematics for the organization of turn- taking for conversation. Language, 4, 696-735. Schivinski, B, Christodoulides, G. y Dabrowski, D. (2016). Measuring Consumers’ Engagement with Brand-Related Social-Media Content. Journal of Advertising Research, 56 (1), 64-80. Silverman, J. (2005). Terms of service: social media and the price of constant connection. Nueva York: HarperCollins. Sorice, M. (2009). Sociologia dei mass media. Roma: Carocci. Stati, S. (1982). Il dialogo: considerazioni di linguistica pragmática. Nápoles: Liguori. Statista (2017). Global social network penetration rate. Recuperado de:https://www.statista.com/statistics/269615/social-network-penetration-by-region/ Syrdal, HA. y Briggs, E. (2016). Developing a Positive Organizational Image: The Role of Engagement with Social Media Content. SMA Proceedings, 74-83. Recuperado de: http://c.ymcdn.com/sites/www.marketingadvances.org/resource/resmgr/Proceedings/SMA2016_v11.pdf#page=74 Taylor, M. y Kent, M.L. (2014). Dialogic Engagement: Clarifying Foundational Concepts. Journal of Public Relations Research, 26 (5), 384-398. Ure, M. y Parselis, M. (2013). Argentine Media and Journalists Enhancing and Polluting of Communication on Twitter. International Journal of Communication, 7, 2013, Feature 1784–1800. Recuperado de: http://ijoc.org/index.php/ijoc/article/view/2178/970 Ure, M. (2016). La comunicación de la administración pública en las redes sociales: los casos de las ciudades de Buenos Aires y Bolonia. Palabra Clave, 1, 240-270. Recuperado de: http://palabraclave.unisabana.edu.co/index.php/palabraclave/article/view/5156/pdf Van Dijck, J. (2016). La cultura de la conectividad: una historia crítica de las redes sociales. Buenos Aires: Siglo Veintiuno. Wiener, N. (1949). Cybernetics: or, Control and communication in the animal and the machine. Nueva York: Wiley. Wolton, D. (2010). Informar no es comunicar. Barcelona: Gedisa. |
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Strategic engagement and conversational encounter in social mediaEngagement estratégico y encuentro conversacional en los medios socialesUre, MarianoThe article approaches approach to the assumptions of methodologies for measuring online conversation. These methodologies record what users do when access to social media institutional profiles, which allows observing the impact of the publications. However, they do not take into account neither the response of institutions as a result of listening to users nor the possibilities of co-creation. Thereby, conversation is confused with mere digital interaction. Seeking for engagement is executed as a strategic action of conquest of users, which ends up stopping the advances towards a culture of collaboration. The objective is to offer a theoretical contribution that allows defining the pragmatic and ethical assumptions of both the digital interaction and the conversational encounter. With this, the conversationalist paradigm is criticized, which identifies the online linguistic exchange as the maximum degree of evolution of a social communication that pretends to achieve understanding, closeness and collaboration.El artículo aborda los supuestos de las metodologías para medir la conversación online. Estas registran lo que hacen los usuarios que acceden a perfiles de medios sociales institucionales, lo que permite observar la repercusión de las publicaciones. Sin embargo, no dan cuenta de la respuesta de las instituciones como resultado de la escucha a los usuarios, ni de las posibilidades de co-creación. Así, se confunde conversación con mera interacción digital. La búsqueda del engagement se ejecuta como una acción estratégica de conquista de usuarios, que termina por detener los avances hacia una cultura de la colaboración. El objetivo es ofrecer un aporte teórico que permita delinear los supuestos pragmáticos y éticos tanto de la interacción digital como del encuentro conversacional. Con ello, se cuestiona el paradigma conversacionalista, que identifica el intercambio lingüístico online como grado máximo de evolución de una comunicación social que aspira a lograr comprensión, cercanía y colaboraciónUniversidad de Piura. Facultad de Comunicación2018-03-26info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionArticle evaluated by pairsArtículo evaluado por paresapplication/pdfhttps://revistadecomunicacion.com/article/view/979Revista de Comunicación; Vol 17 No 1 (2018); 181-196Revista de Comunicación; Vol. 17 Núm. 1 (2018); 181-1962227-14651684-0933reponame:Revista UDEP - Revista de Comunicacióninstname:Universidad de Piurainstacron:UDEPspahttps://revistadecomunicacion.com/article/view/979/945/*ref*/Anderson, M. y Caumont, A. (24 de septiembre de 2014). How social media is reshaping news [Pew Research Center]. Recuperado de: http://www.pewresearch.org/fact-tank/2014/09/24/how-social-media-is-reshaping-news/ Arata, G. (2014). Enti local e social network. Il Mulino, 2, 323-328. Ashley, Ch. y Tuten, T. (2015). Creative Strategies in Social Media Marketing: An Exploratory Study of Branded Social Content and Consumer Engagement. Psychology & Marketing, 32 (1), 15-27. Recuperado de: http://tracytuten.com/wp-content/uploads/2016/03/Ashley_et_al-2015-Psychology__Marketing.pdf Barbrook, R. y Cameron, A. (1996). The Californian ideology. Science as Culture, 1, 44-72. Recuperado de: http://www.comune.torino.it/gioart/big/bigguest/riflessioni/californian_engl.pdf Bhattacharya, S., Srinivasan, P., y Polgreen, Ph. (2017). Social media engagement analysis of U.S. Federal health agencies on Facebook. BMC Medical Informatics and Decision Making, 17:49. Bowman, S. y Willis, CH. (2003). We Media: How audiences are shaping the future of news and information. The Media Center at The American Press Institute. Recuperado de: http://www.hypergene.net/wemedia/download/we_media.pdf Buber, M. (2006). Yo y Tú. Buenos Aires: Lilmod. Castells, M. (2009). Comunicación y poder. Madrid: Alianza. Chandler, D. y Munday, R. (2016). A Dictionary of Social Media. Oxford: Oxford University Press. Cogo, G. (2012). I social network nella PA. Santarcangelo di Romagna: Maggioli. Dessart, L., Veloutsou, C. y Morgan-Thomas, A. (2015). Consumer engagement in online brand communities: a social media perspective. Journal of Product & Brand Management, 24 (1), 28-42. Recuperado de: http://www.emeraldinsight.com/doi/pdfplus/10.1108/JPBM-06-2014-0635 Evans, D. (2010). Social Media Marketing: the next generation of business engagement. Indianapolis: Wiley. Fernández, A. (4 de enero de 2017). Cómo calcular el engagement en social media [SocialMedier]. Recuperado de: http://socialmedier.com/formula-engagement-calcular-engagement-rate-formula/ Gadamer, H.G. (1997). Verdad y método. Salamanca: Sígueme. Garst, K. (10 de mayo de 2014). Social Media Measurement and the Only Metric That Matters [Huffingtonpost]. Recuperado de: http://www.huffingtonpost.com/kim-garst/social-media-measurement-_b_4910702.html Gillmor, D. (2004). We the Media: Grassroots Journalism by the People, for the People. O’Reilly Media. Global Web Index (2017). Quarterly report on the latest trends in social networking. Recuperado de: http://insight.globalwebindex.net/hubfs/Reports/Social-Q1-2017/GWI-Social-Summary-Q1-2017.pdf?t=1498575132979 Goodman, G.F. (2012). Engagement Marketing: How Small Business Wins in a Socially Connected World. Nueva Jersey: Wiley. Habermas, J. (1987). Teoría de la acción comunicativa. Taurus: Madrid. Harden, L. y Heyman, B. (2009). Digital Engagement: Internet Marketing That Captures Customers and Builds Intense Brand Loyalty. Nueva York: American Management Association. Human Level Communications. Engagement. En Diccionario de Marketing Online. Recuperado de: https://www.humanlevel.com/diccionario-marketing-online/engagement Jenkins, H. (2008). Convergence Culture. La cultura de la convergencia de los medios de comunicación. Barcelona: Paidós.
Kaushik, A. (10 de octubre de 2011). Best Social Media Metrics: Conversation, Amplification, Applause, Economic Value [Occam’s Razor]. Recuperado de: https://www.kaushik.net/avinash/best-social-media-metrics-conversation-amplification-applause-economic-value/ King, K. (2008). Journalism as a Conversation. Nieman Reports, 62 (4), 11-13. Recuperado de: http://niemanreports.org/articles/journalism-as-a-conversation-2/ Kunelius, R. (2001). Conversation: a metaphor and a method for better journalism? Journalism Studies, 2 (1), 31-54. Lee, D., Hosanagar, K. y Nair, H. (2015). Advertising Content and Consumer Engagement on Social Media: Evidence from Facebook. Working Paper No. 3087, Graduate School of Business, Stanford. Recuperado de: https://www.gsb.stanford.edu/faculty-research/working-papers/advertising-content-consumer-engagement-social-media-evidence Levine, R., Locke, Ch., Searls, D. y Weinberger, D. (1999). Clutrain manifesto. Recuperado de: http://tremendo.com/cluetrain/ Magnani, E. (2014). Tensión en la red: libertad y control en la era digital. Buenos Aires: Autoría. Marchionni, D. M. (2013). Journalism as a Conversation: A Concept Explication. Communication Theory, 23 (2), 131-147. McCay-Peet, L. y Quan-Haase, A. (2016). A Model of Social Media Engagement: User Profiles, Gratifications, and Experiences. En O’Brien, H. y Cairns, P. (Eds.). Why Engagement Matters: Cross-Disciplinary Perspectives of User Engagement in Digital Media (199-217). Cham, Nueva York: Springer. McLuhan, M. (1964). Understanding media: the extensions of man. Nueva York: McGraw-Hill. Negroponte, N. (1995). Being digital. Nueva York: Knopf. Núñez, V. (17 de enero de 2017). Fórmulas para calcular el engagement en redes sociales y el CTR de tus publicaciones [Vilma Núñez]. Recuperado de: https://vilmanunez.com/formula-engagement-redes-sociales-ctr/ Origami Logic (2016). The Marketer’s Guide to Measuring Social Engagement. Recuperado de: https://resources.origamilogic.com/ebooks/the-marketers-guide-to-measuring-social-engagement. Raso, A. (28 de marzo de 2016). How to Measure Engagement the Right Way [Content Marketing Institute]. Recuperado de: http://contentmarketinginstitute.com/2016/03/measure-engagement-right/ Sacks, H., Schegloff, E. A., y Jefferson, J. (1974). A simplest systematics for the organization of turn- taking for conversation. Language, 4, 696-735. Schivinski, B, Christodoulides, G. y Dabrowski, D. (2016). Measuring Consumers’ Engagement with Brand-Related Social-Media Content. Journal of Advertising Research, 56 (1), 64-80. Silverman, J. (2005). Terms of service: social media and the price of constant connection. Nueva York: HarperCollins. Sorice, M. (2009). Sociologia dei mass media. Roma: Carocci. Stati, S. (1982). Il dialogo: considerazioni di linguistica pragmática. Nápoles: Liguori. Statista (2017). Global social network penetration rate. Recuperado de:https://www.statista.com/statistics/269615/social-network-penetration-by-region/ Syrdal, HA. y Briggs, E. (2016). Developing a Positive Organizational Image: The Role of Engagement with Social Media Content. SMA Proceedings, 74-83. Recuperado de: http://c.ymcdn.com/sites/www.marketingadvances.org/resource/resmgr/Proceedings/SMA2016_v11.pdf#page=74 Taylor, M. y Kent, M.L. (2014). Dialogic Engagement: Clarifying Foundational Concepts. Journal of Public Relations Research, 26 (5), 384-398. Ure, M. y Parselis, M. (2013). Argentine Media and Journalists Enhancing and Polluting of Communication on Twitter. International Journal of Communication, 7, 2013, Feature 1784–1800. Recuperado de: http://ijoc.org/index.php/ijoc/article/view/2178/970 Ure, M. (2016). La comunicación de la administración pública en las redes sociales: los casos de las ciudades de Buenos Aires y Bolonia. Palabra Clave, 1, 240-270. Recuperado de: http://palabraclave.unisabana.edu.co/index.php/palabraclave/article/view/5156/pdf Van Dijck, J. (2016). La cultura de la conectividad: una historia crítica de las redes sociales. Buenos Aires: Siglo Veintiuno. Wiener, N. (1949). Cybernetics: or, Control and communication in the animal and the machine. Nueva York: Wiley. Wolton, D. (2010). Informar no es comunicar. Barcelona: Gedisa.Derechos de autor 2018 Revista de Comunicaciónhttp://creativecommons.org/licenses/by-nc-nd/4.0info:eu-repo/semantics/openAccess2021-04-12T17:00:33Zmail@mail.com - |
| score |
13.894945 |
Nota importante:
La información contenida en este registro es de entera responsabilidad de la institución que gestiona el repositorio institucional donde esta contenido este documento o set de datos. El CONCYTEC no se hace responsable por los contenidos (publicaciones y/o datos) accesibles a través del Repositorio Nacional Digital de Ciencia, Tecnología e Innovación de Acceso Abierto (ALICIA).
La información contenida en este registro es de entera responsabilidad de la institución que gestiona el repositorio institucional donde esta contenido este documento o set de datos. El CONCYTEC no se hace responsable por los contenidos (publicaciones y/o datos) accesibles a través del Repositorio Nacional Digital de Ciencia, Tecnología e Innovación de Acceso Abierto (ALICIA).
