Introduction. Social networks are key communication tools that enable organizations to engage in dialogue with their publics. Methodology. The objective is to determine, through content analysis, how Latin American organizations are using Facebook to foster dialogue with their publics. Results. Organizations have a prominent presence and a good level of activity on Facebook, but their interaction rate is low. Discussion and Conclusions. Organizations are using Facebook as a tool for disseminating information but not as a channel of communication with their publics; instead they maintain an unidirectional and non-dialogical approach. Their approach to communication focuses on increasing their visibility and fails to take advantage of the opportunities offered by social networks to generate and maintain relationships with their publics through dialogue and the exchange of information.
- Latin America
- Social networks