European public broadcasters interaction and social media policy to public value management

Abstract:

The work focuses on analysing the management of on-line communication interaction to generate public value. European public broadcasters webs and social media policies are studied. The paper pays attention to European public broadcasters corporate contents and information about themselves to approach to their transparency, honesty and social commitment level that influence their reputation. The characteristics of their model of interrelationship with external audiences are reviewed and the documents or protocols of norms or recommendations of management of performance in social networks (guidelines) for internal publics are analysed. The aim is to identify social media policies in public environment and, preferably of the main European broadcasters, and to analyse their contribution to the creation of public value associated to their image. For the analysis of interactivity a sample of seven public televisions is used: RTVE (Spain), France Télévisions (France), RAI (Italy), BBC (Great Britain), RTP (Portugal) and ARD/ ZDF (Germany). For the study of the social media guidelines a comparative of the European televisions with communication referential entities from United States and Canada has been developed: NPR (U.S.), CBC (Canada), the agencies of news Associated Press and Reuters, and the newspapers The Washington Post and Los Angeles Times.

Año de publicación:

2018

Keywords:

• Social media
• Public broadcasters
• Public value
• EUROPE

Fuente:

scopus