Ciencias de la Comunicación

Today Facebook is the social network with the most users in
the world, 2 billion. Thirteen years after its birth in 2004, it
is difficult to understand the organizational communication
-public or private- without presence in social networks,
so its appearance and subsequent evolution constitute a
revolution in the way that brands communicate with public.
If Facebook is where the audiences flow and converge,
it seems logical that companies also take advantage of
this opportunity/strength and try to use this situation
to start a social dialogue between brand and users that
revitalizes the engagement, as an immediate effect,
and improve the profitability of the longer term brand.
Now, how is the way of communicating on Facebook?
Do they take advantage of the discursive potentials or
do they bet on testimonial presences? What model of
storytelling is used in dialogues and publications? What
characterizes the digital rhetoric of the social network?
Based on the review, presentation and evaluation of several
previous reports, as well as on personal professional
experience in the community management, the conclusions
of this paper point to ‘being’ rather than ‘knowing how
to be’ and a rhetorical model which is more assistant
than dynamic. The common tendency signals a change
of scenery for the practice of communication, but not a
substantial change in the ways of narrating the stories.