<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>0124-4639</journal-id>
<journal-title><![CDATA[Revista Universidad y Empresa]]></journal-title>
<abbrev-journal-title><![CDATA[rev.univ.empresa]]></abbrev-journal-title>
<issn>0124-4639</issn>
<publisher>
<publisher-name><![CDATA[Universidad del Rosario]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S0124-46392017000100107</article-id>
<article-id pub-id-type="doi">10.12804/http://revistas.urosario.edu.co/index.php/empresa/article/view/4847</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[El rol de las redes sociales virtuales en la difusión de información y conocimiento: estudio de casos]]></article-title>
<article-title xml:lang="en"><![CDATA[The Role of Virtual Social Media in the Diffusion of Knowledge and Information: Case Study]]></article-title>
<article-title xml:lang="pt"><![CDATA[O papel das redes sociais virtuais na difusão de informação e conhecimento: estudo de casos]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Sánchez]]></surname>
<given-names><![CDATA[Marisa Analia]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Pinochet Sánchez]]></surname>
<given-names><![CDATA[Giselle]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad Nacional del Sur Departamento de Ciencias de la Administración ]]></institution>
<addr-line><![CDATA[Bahía Blanca ]]></addr-line>
<country>Argentina</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Universidad Antonio Nariño  ]]></institution>
<addr-line><![CDATA[Bogotá ]]></addr-line>
<country>Colombia</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>06</month>
<year>2017</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>06</month>
<year>2017</year>
</pub-date>
<volume>19</volume>
<numero>32</numero>
<fpage>107</fpage>
<lpage>135</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_arttext&amp;pid=S0124-46392017000100107&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_abstract&amp;pid=S0124-46392017000100107&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_pdf&amp;pid=S0124-46392017000100107&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[RESUMEN El objetivo del trabajo es analizar la utilización de las redes sociales virtuales en organizaciones de servicios y cómo pueden estas servir de apoyo para la difusión de la información y el conocimiento. La metodología de la investigación se basa en el estudio de casos múltiples e incluye una revisión de la literatura, la realización de cuestionarios con integrantes de organizaciones que se desempeñan en el área de servicios y el análisis de redes sociales elaboradas a partir de la Fan Page de Facebook y los perfiles de LinkedIn. Como resultado del análisis de casos se observa un limitado uso de las redes sociales. Así, Facebook registra una actividad frecuente para el caso de organizaciones gubernamentales y académicas; LinkedIn es utilizado a nivel personal, pero no institucional. Finalmente, excepto para un caso vinculado también con el sector productivo, aquellos que utilizan LinkedIn no evidencian que la red constituya un canal importante de transferencia y absorción de información y no muestran convencimiento con respecto a la contribución de las redes sociales en el éxito futuro de la organización.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[ABSTRACT 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.]]></p></abstract>
<abstract abstract-type="short" xml:lang="pt"><p><![CDATA[RESUMO O objetivo do trabalho é analisar a utilização das redes sociais virtuais em organizações de serviços e como podem estas servir de apoio para a difusão da informação e o conhecimento. A metodologia da investigação baseia-se no estudo de casos múltiplos e inclui uma revisão da literatura, a realização de questionários com integrantes de organizações que se desempenham na área de serviços, a análise de redes sociais elaboradas a partir da Fan Page de Facebook e os perfis de LinkedIn. Como resultado da análise de casos observase um limitado uso das redes sociais. Assim, Facebook registra uma atividade frequente para o caso de organizações governamentais e acadêmicas; LinkedIn é utilizado ao nível pessoal, mas não institucional. Finalmente, a exceção de um caso vinculado também com o setor produtivo, aqueles que utilizam LinkedIn não evidenciam que a rede constitua um canal importante de transferência e absorção de informação e não mostram convencimento com respeito à contribuição das redes sociais no sucesso futuro da organização.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[Redes sociales virtuales]]></kwd>
<kwd lng="es"><![CDATA[gestión del conocimiento]]></kwd>
<kwd lng="es"><![CDATA[intercambio de conocimiento]]></kwd>
<kwd lng="es"><![CDATA[LinkedIn]]></kwd>
<kwd lng="es"><![CDATA[Facebook]]></kwd>
<kwd lng="es"><![CDATA[Colombia]]></kwd>
<kwd lng="en"><![CDATA[virtual social media]]></kwd>
<kwd lng="en"><![CDATA[knowledge management]]></kwd>
<kwd lng="en"><![CDATA[knowledge exchange]]></kwd>
<kwd lng="en"><![CDATA[LinkedIn]]></kwd>
<kwd lng="en"><![CDATA[Facebook]]></kwd>
<kwd lng="en"><![CDATA[Colombia]]></kwd>
<kwd lng="pt"><![CDATA[redes sociais virtuais]]></kwd>
<kwd lng="pt"><![CDATA[gestão do conhecimento]]></kwd>
<kwd lng="pt"><![CDATA[intercâmbio de conhecimento]]></kwd>
<kwd lng="pt"><![CDATA[LinkedIn]]></kwd>
<kwd lng="pt"><![CDATA[Facebook]]></kwd>
<kwd lng="pt"><![CDATA[Colômbia]]></kwd>
</kwd-group>
</article-meta>
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