+ Descargar - Asociación de Investigadores en Relaciones Públicas

Sandrina Teixeira y Ana Lima: Las Relaciones Públicas con la función de gestión de comunidades virtuales
productos y servicios, posicionamiento en relación a las marcas y a las acciones de comunicación,
contribuyendo para el desarrollo de imágenes favorables y no favorables cuánto a la presencia de las
organizaciones en el mercado. Con estos resultados se puede concluir que es urgente que las
organizaciones hagan la gestión de qué se habla en estas comunidades virtuales y las relaciones
públicas parecen ser la mejor área funcional para desempeñar este papel.
Palabras clave
Relaciones Públicas, internet, blogs, tribus de consumidores, gestión de contenidos, gestión estratégica,
organización, interacción.
Abstract
All content created by virtual communities can reach millions of people anywhere in the world.
Blogs and forums, for its unique bi-directional communication features, are the most interesting to
analyze in our study.
Members of these virtual communities interact and share experiences, expectations and views on
various topics of interest. Characteristics, views and common behaviors, integrate them into tribes.
To learn more about this reality, we create a focus group, with members of virtual communities.
With this study we see that members of the tribes spend many hours in forums and blogs, are actively
involved and easily share their opinions, feedbacks and consumption experiences. They recognize
credibility to the most dynamic members and leave various judgments about organizations, brands
and products. It is frequent to find in forums and blogs, opinions about products and services,
positioning regarding brands and their communication actions, contributing to the development of
positive or negative images regarding the presence of organizations in the market. With these results,
we can conclude that it is urgent that organizations must be aware and handle what it is said in these
virtual communities and public relations appear to be the best functional area to play this role.
Key words
Public Relations, internet, blogs, consumer tribes, content management, strategic management, organization,
interaction.
# A6 ACTAS ICONO 14 - Nº A6 – pp. 524/535 | 05/2011 | REVISTA DE COMUNICACIÓN Y NUEVAS TECNOLOGÍAS | ISSN: 1697–8293
C/ Salud, 15 5º dcha. 28013 – Madrid | CIF: G - 84075977 | www.icono14.net
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