Resumen de Evaluating the use of Facebook among Mexican and global companies: A comparative study

Ileana Zeler, Andrea Oliveira dos-Santos, Lluís Costa i Fernández

• Social networks have improved communications between organizations and their stakeholders. They enabled companies to adopt more active approaches as they could engage with users through digital media. This study aims to analyse whether companies operating in Mexico (hereafter called ‘Mexican companies’) and companies operating worldwide (hereafter called ‘global companies’) have an active presence on Facebook, and thus assess their level of participation on the social network. The main results indicate that companies generally have a large presence and frequent activity on Facebook, but rarely promote interaction and conversation. However, Mexican companies have a more active presence and participation than global companies comparatively. The study presents an x-ray of organizational communication management in Mexico and worldwide in the social network. Likewise, it provides some interesting professional contributions.