Models to assess communication 2.0 on websites and organizational social media

摘要

For organizational communication Web sites and social media are an indispensable platform to interact with their stakeholders and strengthen their image and reputation, because they generate spaces for the co-creation of content and consequently the development of an interactive and transmedia communication. To achieve the communication objectives, digital platforms adapt to changes in the behavior of the user 2.0, therefore, they must offer resources and tools that stimulate the offer together with interactivity spaces that allow their participation and the establishment of direct advice in network. The objective of this research is to propose a model to evaluate communication 2.0 in digital platforms from a comparative perspective, that is to say, with the interrelation between several accounts of a certain digital platform generating Communication 2.0 indexes.