Resumen de Creation of Social Media Content and the Business Dialogic Process

Barbara Mazza, Alessandra Palermo

• This paper examines how companies organize content on their social media pages to build relationships with their followers, and stimulate sharing, participation, dialogue, and involvement. To build a good reputation, the company has to cope with online conversations with its present and potential users, and here we examine how this can be most effectively achieved. A company’s history, identity, goals, mission, and projects serve to consolidate relationships with its community members. They can not only express their opinions, but also be co-creators. The main goal of this chapters is to understand how a social media company’s content is consistent with its identity and communicative style, in the extent it strengthens its credibility and establishes and maintains relationships with its users. The observations in this study can be a starting point and a useful interpretation for scholars and industry, in assessing the role of content in increasing loyalty.