I social media nelle public utility quotate: stakeholder engagement o comunicazione?

Abstract

Public utilities companies try to develop a strong relationship between them and their stakeholders in order to assure better services and to improve public relations. In this contest, the Social Media (SM) have a fundamental role in spreading company communication. This article, through an exploratory research method, aims to investigate the use of SM within the public utilities listed companies with particular reference to the Stakeholder Engagement (SE). Results reveal an increasing use of the SM in disseminating information. However, the study highlights that listed public utilities use the SM in a traditional way without having a real two-way communication and consequently and effective SE.