La estrategia de comunicación 2.0 en los eventos empresariales

Resumen

Business events have undergone a transformation unprecedented in both its own identity as the processes involved in social communication. Along with the traditional strategy through mass media and public through linkage with relational strategies, social media platforms are erected as necessary to interact and interface with stakeholders from business organizations through communication 2.0 and social networks. This expands the potential of new forms of relationship and communication that can be applied to business organizations through events and leads to the need to rethink what should be the new professional profile events manager, linked to the functions of emerging figures in the field of online communication, such as the community manager. Through a purposive sampling of twelve events nationally and internationally developed by companies, associations or business federations held in our country during the year 2011, we intend to analyze, using the methodology of case studies, when planning social media strategies implemented in their events have been configured from strategic objectives and, therefore, is a continuum in the 2. O or communication strategy, by contrast, use of these represents a specific activity that begins and ends with the event. This analysis will allow us to suggest some guidelines to provide guidance for designing relational communicative processes 2.0. in business events.