Digital Transformation and BigData. Challenges in Structuring Corporate Communication for Social Media Measurement and Evaluation in Spain

Abstract

In a context where digital transformation and the rise of Big Data are redefining corporate communication, it is essential to analyze how large companies are adapting their structures and processes to address these challenges. In this regard, the present study aims to understand how communication and public relations functions in large companies in Spain are structured and organized to measure and evaluate social media. To this end, in-depth interviews and surveys were conducted with communication and public relations professionals from companies listed on the Spanish stock exchange with registered offices in Spain. The results reveal that, although corporate communication and public relations functions consider measurement and evaluation in social media to be a strategically significant element, their capacity remains limited. Very few of the companies studied have established specific areas dedicated to managing online communication in general or analyzing social media data in particular. The professionals consulted report having very small teams and under-specialized staff, leading to the adoption of what could be described as “Prêt-à-porter structures” rather than tailor-made solutions designed to meet the needs and seize the opportunities of this new environment. Based on these findings, the research provides practical insights to maximize the potential of digital measurement and evaluation, contributing to strengthening the strategic role of communication and public relations functions within organizations.