Interactive communication of Chilean companies on Facebook: a comparative study with Latin American companies

The objective of this study is to analyze how Chilean companies manage interactive communication with their audiences on Facebook. 29,000 posts from 135 company profiles were analyzed through a comparative study with Latin American companies. The selected categories were the communication approach, information resources, interaction level and interaction rate. The results show that the dissemination of information is mainly unidirectional and not very interactive. The study shows that companies in Chile and Latin America promote visibility instead of managing interactive communication in this social network.