La Web 2.0: el nuevo espacio público
Abstract
The authors analyse the role of social media in the redefinition of the relations both between consumers, and
of companies with consumers. They analyse the coming of social networks and the particular media generated by internet
users. Thus, the authors reflect about the digital breach, the challenges of the Web 2.0, and try to give an answer to companies, in relation to the convenience of having monitored blogs and social networks, and the particularities that arise from
the planning of this type of communication. Summarizing, a scheme with new variables for the public relations professionals in its communicational management, and for the organizations in its entailment with stakeholders.
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