Visibility, quality and relevance of corporate communication in articles of Colombian companies in Wikipedia
Abstract
Currently, social media serves various purposes within corporate communication. Among them, public wikis, such as Wikipedia, are considered an important resource worth taking into consideration. In this article, we studied three variables; visibility, quality, and relevance, in order to characterize the space that Colombian companies occupy in Wikipedia. To accomplish this, we composed a sample of articles from companies listed on the Colombian Stock Exchange. This sample was analyzed by grouping statistical data and a content analysis associated with the subcategories of the RepTrak reputation study. Our research findings conclude that, despite the availability and potential contributions of the content contained in the encyclopedia, in Colombia there is not enough social appropriation vis-a-vis the information process in favor of key stakeholders.
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