Resumo

SANCHEZ, Marisa Analia  e  PINOCHET SANCHEZ, Giselle. The Role of Virtual Social Media in the Diffusion of Knowledge and Information: Case Study. rev.univ.empresa [online]. 2017, vol.19, n.32, pp.107-135. ISSN 0124-4639.  https://doi.org/10.12804/http://revistas.urosario.edu.co/index.php/empresa/article/view/4847.

The objective of this paper is to analyze the usage of virtual social media in organizations in the service area and how these can help to spread information and knowledge. The methodology of the investigation is based on the study of multiple cases and includes a revision of literature, the realization of surveys with members of organizations in the service area, the analysis of social media through Fan pages of Facebooks and profiles in LinkedIn. As a result, the analysis showed a limited usage of social media is noted. Therefore, Facebook registers a frequent activity in the case of government and academic organizations. LinkedIn is used in personal level, but not institutional. Finally, with the exception of a particular case in the production sector, those who utilize LinkedIn do not evidence that the network constitutes an important channel of transference and absorption of information and do not show confidence about the contribution of social media in the future success of the organization.

Palavras-chave : virtual social media; knowledge management; knowledge exchange; LinkedIn; Facebook; Colombia.

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