Planificación de la Comunicación Estratégica en Iberoamérica: Perspectivas y desafíos
Sinopsis
Algunos estarán pensando que es redundante presentar a los términos “planificación” y “comunicación estratégica” en el título de un libro, pero seria un error. Ambas se refieren a un contexto organizacional, tienen un aura casi militar vinculada a los orígenes de “lo estratégico”, y sus raíces etimológicas (del latín strategia y del griego στρατηγία) que claramente hacen referencia al oficio del general. Para dirigir una operación militar, sus mandos necesitan diseñar y ejecutar estrategias, literalmente “hacer un plan”. A pesar de su parentesco, estos dos conceptos presentan características propias que destacan aspectos cruciales de la gestión de la comunicación en las organizaciones, y su relación ha sido y es estudiada ampliamente por científicos y profesionales.
La comunicación estratégica se centra en el diseño y la implementación de mensajes que apoyen a los objetivos de una organización (Heide y Rasmusson, 2019). Se trata de un enfoque deliberado y planificado para transmitir información de manera efectiva a los stakeholders, con el fin de alcanzar metas específicas, como mejorar la imagen de la empresa, fortalecer relaciones con clientes o aumentar la visibilidad de una marca. La planificación, en cambio, es concierne a la definición de objetivos y de los procesos y actividades necesarios para lograrlos, de los recursos a utilizar, y de la manera de medir y evaluar su uso eficiente de los recursos y el logro eficaz de los objetivos (Aljure Saab, 2015). En el contexto de la comunicación estratégica, es imprescindible la elaboración de un plan estratégico que incluya la identificación, segmentación y priorización de las audiencias, selección de medios y canales de comunicación, definición de mensajes y la programación de actividades que permitan alcanzar los objetivos comunicativos de la organización. Entonces la planificación es una parte integral de la comunicación estratégica que implica una visión más amplia y conceptual, mientras que la planificación se enfoca en la ejecución y la implementación de esas estrategias.
Citas
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Chu, S. C. (2011). Viral advertising in social media: Participation in Facebook groups and responses among college-aged users. Journal of interactive advertising, 12(1), 30-43.
Dafonte-Gómez, A., Míguez-González, M. I., y Corbacho-Valencia, J. M. (2020). Viral dissemination of content in advertising: Emotional factors to reach consumers. Communication & society, 33(1), 107-120.
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Figueira, Á., y Oliveira, L. (2017). The current state of fake news: challenges and opportunities. Procedia computer science, 121, 817-825.
Gensler, S., Völckner, F., Liu-Thompkins, Y., y Wiertz, C. (2013). Managing brands in the social media environment. Journal of interactive marketing, 27(4), 242-256.
Ilhan, B. E., Kübler, R. V., y Pauwels, K. H. (2018). Battle of the brand fans: Impact of brand attack and defense on social media. Journal of Interactive Marketing, 43(1), 33-51.
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Lee, S. M., y Lee, D. (2020). “Untact”: a new customer service strategy in the digital age. Service Business, 14(1), 1-22.
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Lou, C., y Yuan, S. (2019). Influencer marketing: How message value and credibility affect consumer trust of branded content on social media. Journal of interactive advertising, 19(1), 58-73.
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Martínez-Martínez, S. y Lara-Navarra, P. (2014). El big data transforma la interpretación de los medios sociales. Profesional de la Información, 23(6), 575-581.
Ndiege, J. R. A. (2019). Social media technology for the strategic positioning of small and medium‐sized enterprises: Empirical evidence from Kenya. The Electronic Journal of Information Systems in Developing Countries, 85(2), e12069.
Nisar, Q. A., Nasir, N., Jamshed, S., Naz, S., Ali, M., y Ali, S. (2021). Big data management and environmental performance: role of big data decision-making capabilities and decision-making quality. Journal of Enterprise Information Management, 34(4), 1061-1096.
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Obschonka, M., y Audretsch, D. B. (2020). Artificial intelligence and big data in entrepreneurship: a new era has begun. Small Business Economics, 55, 529-539.
Pazos, P., Chung, J. M., y Micari, M. (2013). Instant messaging as a task-support tool in information technology organizations. The Journal of Business Communication (1973), 50(1), 68-86.
Perloff, R. M. (2021). The dynamics of political communication: Media and politics in a digital age. Routledge.
Poerksen, B., y Detel, H. (2014). The unleashed scandal: The end of control in the digital age. Andrews UK Limited.
Qureshi, I., Bhatt, B., Gupta, S., y Tiwari, A. A. (2022). Introduction to the role of information and communication Technologies in Polarization. En Causes and Symptoms of Socio-Cultural Polarization: Role of Information and Communication Technologies (pp. 1-23). Singapore: Springer Singapore.
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Rust, R. T., Rand, W., Huang, M. H., Stephen, A. T., Brooks, G., y Chabuk, T. (2021). Real-time brand reputation tracking using social media. Journal of Marketing, 85(4), 21-43.
Saima, y Khan, M. A. (2020). Effect of social media influencer marketing on consumers’ purchase intention and the mediating role of credibility. Journal of Promotion Management, 27(4), 503-523.
Saquete, E., Zubcoff, J., Gutiérrez, Y., Martínez-Barco, P., y Fernández, J. (2022). Why are some social-media contents more popular than others? Opinion and association rules mining applied to virality patterns discovery. Expert Systems with Applications, 197, 116676.
Schwertner, K. (2017). Digital transformation of business. Trakia Journal of Sciences, 15(1), 388-393.
Scott, D. M. (2015). The new rules of marketing and PR: How to use social media, online video, mobile applications, blogs, news releases, and viral marketing to reach buyers directly. John Wiley & Sons.
Sjøvaag, H. (2016). Media diversity and the global superplayers: Operationalising pluralism for a digital media market. Journal of Media Business Studies, 13(3), 170-186.
Snelson, C. L. (2016). Qualitative and mixed methods social media research: A review of the literature. International Journal of Qualitative Methods, 15(1), 1609406915624574.
Stieglitz, S., Mirbabaie, M., Ross, B., y Neuberger, C. (2018). Social media analytics–Challenges in topic discovery, data collection, and data preparation. International journal of information management, 39, 156-168.
Subramanian, K. R. (2017). Product promotion in an era of shrinking attention span. International Journal of Engineering and Management Research (IJEMR), 7(2), 85-91.
Van Bavel, J. J., Rathje, S., Harris, E., Robertson, C., y Sternisko, A. (2021). How social media shapes polarization. Trends in Cognitive Sciences, 25(11), 913-916.
Vrontis, D., Makrides, A., Christofi, M., y Thrassou, A. (2021). Social media influencer marketing: A systematic review, integrative framework and future research agenda. International Journal of Consumer Studies, 45(4), 617-644.
Wiencierz, C., y Röttger, U. (2017). The use of big data in corporate communication. Corporate communications: An international journal, 22(3), 258-272.
Youn, S., y Shin, W. (2020). Adolescents’ responses to social media newsfeed advertising: The interplay of persuasion knowledge, benefit-risk assessment, and ad scepticism in explaining information disclosure. International Journal of Advertising, 39(2), 213-231.
Zulli, D. (2021). Socio-mediated scandals: Theorizing political scandals in a digital media environment. Communication Theory, 31(4), 862-883.
Acuña, B. P., Domínguez, D. C., y Navarro, P. B. (2017). Tres casos de empresas internacionales con éxito: estudio de las estrategias de comunicación interna. Chasqui. Revista Latinoamericana de Comunicación, (134), 315-330.
Agung, N. F. A., y Darma, G. S. (2019). Opportunities and challenges of Instagram algorithm in improving competitive advantage. International Journal of Innovative Science and Research Technology, 4(1), 743-747.
Barrios, E. T. (2011). Comunicación estratégica. Taurus.
Berger, J., y Milkman, K. L. (2012). What makes online content viral?. Journal of marketing research, 49(2), 192-205.
Bernard, A. (2019). Theory of the Hashtag. John Wiley & Sons.
Blanco, T. P., y Herrera, J. S. (2017). Nuevas tendencias en comunicación estratégica. ESIC Editorial.
Campos, E. M. (2019). Desinformación en la sociedad de la información y el conocimiento. La posverdad y las noticias falsas: el uso ético de la información, 81-109.
Chu, S. C. (2011). Viral advertising in social media: Participation in Facebook groups and responses among college-aged users. Journal of interactive advertising, 12(1), 30-43.
Dafonte-Gómez, A., Míguez-González, M. I., y Corbacho-Valencia, J. M. (2020). Viral dissemination of content in advertising: Emotional factors to reach consumers. Communication & society, 33(1), 107-120.
de la Garza, D. (2020). Medios sociales y democratización de la comunicación: del potencial emergente a los riesgos del presente. Democracias, 8(8), 183-211.
Dubbelink, S. I., Herrando, C., y Constantinides, E. (2021). Social media marketing as a branding strategy in extraordinary times: Lessons from the COVID-19 pandemic. Sustainability, 13(18), 10310.
Figueira, Á., y Oliveira, L. (2017). The current state of fake news: challenges and opportunities. Procedia computer science, 121, 817-825.
Gensler, S., Völckner, F., Liu-Thompkins, Y., y Wiertz, C. (2013). Managing brands in the social media environment. Journal of interactive marketing, 27(4), 242-256.
Ilhan, B. E., Kübler, R. V., y Pauwels, K. H. (2018). Battle of the brand fans: Impact of brand attack and defense on social media. Journal of Interactive Marketing, 43(1), 33-51.
Kaplan, A. M., y Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business horizons, 53(1), 59-68.
Kapoor, K. K., Tamilmani, K., Rana, N. P., Patil, P., Dwivedi, Y. K., y Nerur, S. (2018). Advances in social media research: Past, present and future. Information Systems Frontiers, 20, 531-558.
Khan, H. U., Nasir, S., Nasim, K., Shabbir, D., & Mahmood, A. (2021). Twitter trends: a ranking algorithm analysis on real time data. Expert Systems with Applications, 164, 113990.
Khang, H., Ki, E. J., & Ye, L. (2012). Social media research in advertising, communication, marketing, and public relations, 1997–2010. Journalism & Mass Communication Quarterly, 89(2), 279-298.
Kohli, C., Suri, R., y Kapoor, A. (2015). Will social media kill branding?. Business horizons, 58(1), 35-44.
Kraus, S., Durst, S., Ferreira, J. J., Veiga, P., Kailer, N., y Weinmann, A. (2022). Digital transformation in business and management research: An overview of the current status quo. International Journal of Information Management, 63, 102466.
Kubin, E., y von Sikorski, C. (2021). The role of (social) media in political polarization: a systematic review. Annals of the International Communication Association, 45(3), 188-206.
Lee, S. M., y Lee, D. (2020). “Untact”: a new customer service strategy in the digital age. Service Business, 14(1), 1-22.
Lee, S., y Kim, E. (2020). Influencer marketing on Instagram: How sponsorship disclosure, influencer credibility, and brand credibility impact the effectiveness of Instagram promotional post. Journal of Global Fashion Marketing, 11(3), 232-249.
Liubiniene, V. (2017). The digital divide: in search of the positive sides of techno-dependence on smartphones. Journal of Current Issues in Media & Telecommunications, 9(1), 83-94.
Lou, C., y Yuan, S. (2019). Influencer marketing: How message value and credibility affect consumer trust of branded content on social media. Journal of interactive advertising, 19(1), 58-73.
Mandell, H., y Chen, G. M. (Eds.). (2016). Scandal in a digital age. Springer.
Maria Sobreira, R., Arriscado, P., y Fernandes, J. (2023). Brand Communication and Digital Influencers: Fad or Bab!. Journal of Marketing Development & Competitiveness, 17(1), 62-76.
Martínez-Martínez, S. y Lara-Navarra, P. (2014). El big data transforma la interpretación de los medios sociales. Profesional de la Información, 23(6), 575-581.
Ndiege, J. R. A. (2019). Social media technology for the strategic positioning of small and medium‐sized enterprises: Empirical evidence from Kenya. The Electronic Journal of Information Systems in Developing Countries, 85(2), e12069.
Nisar, Q. A., Nasir, N., Jamshed, S., Naz, S., Ali, M., y Ali, S. (2021). Big data management and environmental performance: role of big data decision-making capabilities and decision-making quality. Journal of Enterprise Information Management, 34(4), 1061-1096.
Nolan, S., y Dane, A. (2018). A sharper conversation: book publishers’ use of social media marketing in the age of the algorithm. Media International Australia, 168(1), 153-166.
Obschonka, M., y Audretsch, D. B. (2020). Artificial intelligence and big data in entrepreneurship: a new era has begun. Small Business Economics, 55, 529-539.
Pazos, P., Chung, J. M., y Micari, M. (2013). Instant messaging as a task-support tool in information technology organizations. The Journal of Business Communication (1973), 50(1), 68-86.
Perloff, R. M. (2021). The dynamics of political communication: Media and politics in a digital age. Routledge.
Poerksen, B., y Detel, H. (2014). The unleashed scandal: The end of control in the digital age. Andrews UK Limited.
Qureshi, I., Bhatt, B., Gupta, S., y Tiwari, A. A. (2022). Introduction to the role of information and communication Technologies in Polarization. En Causes and Symptoms of Socio-Cultural Polarization: Role of Information and Communication Technologies (pp. 1-23). Singapore: Springer Singapore.
Rodríguez, S. (23 de Junio del 2023). Cibercrimen, una 'pandemia' que está en auge en México: Canieti. Milenio. https://www.milenio.com/negocios/cibercrimen-una-pandemia-que-esta-en-auge-en-mexico-canieti
Rogers, D. L. (2016). The digital transformation playbook: Rethink your business for the digital age. Columbia University Press.
Rust, R. T., Rand, W., Huang, M. H., Stephen, A. T., Brooks, G., y Chabuk, T. (2021). Real-time brand reputation tracking using social media. Journal of Marketing, 85(4), 21-43.
Saima, y Khan, M. A. (2020). Effect of social media influencer marketing on consumers’ purchase intention and the mediating role of credibility. Journal of Promotion Management, 27(4), 503-523.
Saquete, E., Zubcoff, J., Gutiérrez, Y., Martínez-Barco, P., y Fernández, J. (2022). Why are some social-media contents more popular than others? Opinion and association rules mining applied to virality patterns discovery. Expert Systems with Applications, 197, 116676.
Schwertner, K. (2017). Digital transformation of business. Trakia Journal of Sciences, 15(1), 388-393.
Scott, D. M. (2015). The new rules of marketing and PR: How to use social media, online video, mobile applications, blogs, news releases, and viral marketing to reach buyers directly. John Wiley & Sons.
Sjøvaag, H. (2016). Media diversity and the global superplayers: Operationalising pluralism for a digital media market. Journal of Media Business Studies, 13(3), 170-186.
Snelson, C. L. (2016). Qualitative and mixed methods social media research: A review of the literature. International Journal of Qualitative Methods, 15(1), 1609406915624574.
Stieglitz, S., Mirbabaie, M., Ross, B., y Neuberger, C. (2018). Social media analytics–Challenges in topic discovery, data collection, and data preparation. International journal of information management, 39, 156-168.
Subramanian, K. R. (2017). Product promotion in an era of shrinking attention span. International Journal of Engineering and Management Research (IJEMR), 7(2), 85-91.
Van Bavel, J. J., Rathje, S., Harris, E., Robertson, C., y Sternisko, A. (2021). How social media shapes polarization. Trends in Cognitive Sciences, 25(11), 913-916.
Vrontis, D., Makrides, A., Christofi, M., y Thrassou, A. (2021). Social media influencer marketing: A systematic review, integrative framework and future research agenda. International Journal of Consumer Studies, 45(4), 617-644.
Wiencierz, C., y Röttger, U. (2017). The use of big data in corporate communication. Corporate communications: An international journal, 22(3), 258-272.
Youn, S., y Shin, W. (2020). Adolescents’ responses to social media newsfeed advertising: The interplay of persuasion knowledge, benefit-risk assessment, and ad scepticism in explaining information disclosure. International Journal of Advertising, 39(2), 213-231.
Zulli, D. (2021). Socio-mediated scandals: Theorizing political scandals in a digital media environment. Communication Theory, 31(4), 862-883.
Publicado
junio 21, 2024
Derechos de autor 2024 Ediciones Ciespal
Detalles sobre este monográfico
doi
10.16921/ciespal.58.58
