Use of social media in communication companies in andalusia

Abstract

This article is aimed at analysing the degree of success and implementation of Web 2.0 in communication companies which work in Andalusia and what elements of participatory web are most used by these companies and their clients. Web 2.0 represents the consolidation of two-way symmetrical model of public relations as stated by Grunig and Hunt. These organizations should pay attention to their audiences, so that, the concept of community becomes more important. The conversation is the main idea of this new reality. In this context, companies must work in a more transparent and effective way from the communicative point of view. Therefore public relations play a key role. However, some authors suggest that the use of communication technologies must be the result of a strategic decision and not a fad. Thus this work will also try to determine whether communication consultancies present in Andalusia regard Web 2.0 as a strategic element. To carry it out, a quantitative descriptive methodology, based on the questionnaire, is utilised.