Social media have opened up new opportunities for the creation of innovative public relations strategies focused on establishing and cultivating relationships with stakeholders on the basis of meaningful dialogue. Consideration of the interrelation between corporate social responsibility (CSR) and public relations highlights new areas for exploration and engagement. Both the dialogical and semantic perspectives reveal the performative and conversational aspects of social media. In general, both the linguistic panorama of CSR and digital media as part of a PR strategy open new possibilities for a dialogical, interactive, meaningful relationship strategy for corporate image management. Based on the linguistic approach to CSR and the Communication Management Approach, this paper explores the linguistic use of Twitter as a primary dialogical strategy to effectively enhance interactive dialogue-based relationships with the stakeholders of the top 50 companies in the energy sector based on tweet data from 2016. Semantic analysis was conducted by advanced text mining and clustering techniques on 3042 tweets monitored in 2017 that contained the leading CSR-related hashtags and keywords. The results demonstrated that the top energy companies apply a defensive and symbolic perspective, mainly for branding purposes. The corporate discourse dominates over a meaningful conversational strategy to foster interaction with stakeholders around sustainability issues on Twitter. The study reveals a homogenized interrelation between CSR, social media, and public relations. The results reveal a tendency for isomorphy in the communication models applied by the companies in the energy sector. Furthermore, similarities in semantics and thus strong tendencies to mutually mimic dialogical strategies are also observed. The semantic narrative built around the brand indicates a limited orientation towards CSR and sustainability. As such, it does not contribute to the creation of a dialogical interaction and meaningful relationships with multiple stakeholders on Twitter, in the high-risk sector represented by the energy industry.

ResumenEl papel de los medios de comunicación es esencial en la manifestación y formulación de la opinión pú blica en las sociedades democráticas. Fruto es esa significación, los medios son receptores de múltiples influencias para conseguir presencia en su contenido redaccional y opinativo. Este artículo analiza la presencia de los movimientos antisistema en los casos de España (15M) y de Estado Unidos (Occupy Wall Street) a través del análisis de los siete diarios españoles de mayor difusión y de su presencia en las redes sociales. De los resultados se desprende que el movimiento español se centró más en la acción, la movilización, una escasa profundidad analítica y las demandas políticas mientras que el movimiento es tadounidense contó con mayor información cualitativa de expertos y un aspecto centrado en las deman das de reformas económicas. Palabras clave: Comunicación política, estrategias de comunicación, periodismo, movimientos socia les Social Movements and Communication Strategies.The Case of 15M and Occupy Wall Street AbstractThe role of mass media is essential to form and express the public opinion in the democratic societies. As the result of the significance of mass media in society is the fact that mass media are receptors of the multiple influences in an effort to achieve its presence in the journalistic content. This paper attempts to research the presence of antisistemic movements in the case of Spain (15M) and United States (Occupy Wall Street). The methodology is based on the content analysis of seven Spanish newspapers and the presence of the movements in the online social networks. As the result of the investigation, it can be con cluded that Spanish movement is mainly centered in action, mobilization and political demands, with out contributing detailed and indeep analysis of the system, whereas American movement was based on major expertise and qualitative information and on demands for economic reforms.

ResumenLa investigación supone un elemento esencial para el trabajo de un relaciones públicas y supone un avance en la actividad profesional. Además, la necesidad de que se evalúen las acciones de comunicación es un hecho imprecindible en la actualidad. Esa evaluación se realiza desde parámetros cuantitativos pero también de elementos de tipo cualitativos que fomente el diálogo organización y públicos. Este texto analiza los procesos de evaluación de la actividad comunicativa en el entorno digital, en general, y en las redes sociales, en particular. Palabras clave: Relaciones públicas, evaluación, redes sociales, investigación Social networks and organizations. Evaluation models AbstractResearch is an essential element for the work of a public relations and represents a advance in professional activity. The need to evaluate communication actions also a made imperative today. This evaluation is performed from the quantitative parameters but also in qualitative elements that further dialogue organization and public. This text analyzes the evaluation processes of communicative activity in the digital environment, in general, and on social networks, in particular.

ResumenEn aras del reciente surgimiento de la importancia de elaborar unas bases teóricas y metodológicas de las investigaciones de comunicación 2.0 en el marco amplio de la investigación en comunicación, el presente trabajo pretende reconstruir y resumir las bases teóricas de la evaluación de comunicación realizada en Social Media como uno de los niveles más importantes y claves para la planificación estratégica de co municación según el modelo RACE aplicándolo al marco de la investigación de Social Media. La me todología se basa en la revisión sistemática (sistematical review), incluyendo los métodos de estudio de escritorio y meta análisis, lo que permite en este caso recopilar las fuentes y los análisis del concepto de evaluación en comunicación y adaptarlo a la nueva realidad 2.0. El fruto de la revisión histórico teórica son varios modelos de evaluación con sus correspondientes descripciones metodológicas para ser apli cados a las investigaciones en Social Media. Palabras clave: investigación, comunicación 2.0, Social Media, evaluación, planificación estratégica. Theoretical Concepts of the Evaluation of the Communication Strategies in Social MediaAbstract With the background of growing importance to elaborate the theoretical and methodological basis for communication 2.0 investigations within wider framework of communication investigations in general, the present study aims to reconstruct and resume the theoretical concepts de evaluation of communica tion in Social Media. As evaluation of communication is the top and key level in the strategic planning of communication according to RACE model, it is the attempt to adjust it to Social Media research re ality. The Desk Research is the main method here in order to gather the sources and analysis of the eval uation concepts in communication in order to be reconstructed and applied, according to the requirements of 2.0 realities. The result of the historical and theoretical analysis is the list of the possible evaluation models with its corresponding methodological descriptions to be applied to the researches on Social Media.

Introduction:The paper´s focus is the lobbying reflected in the content of mass media with the aim of diffusing their demands towards political system and in order to participate in the processes of proposals, debates and implementation of public policies. In this way, lobby can elaborate their proposals and advocate their interests. Methodology: In order to find out, which lobbies are present in mass media, which interests are advocated and which newspapers inform more extensively about lobbying, the study of five newspaper of reference was conducted: three general (El País, El Mundo del Siglo XXI, and Abc) and two of economic profile (Expansión and Cinco Días), within the period of time from 2014-2016. The units of analysis were 1058-information pieces, articles, opinion and interviews. Results and conclusions: The results demonstrate that the lobbies with the major presence are those related to economic interests of big companies and business associations-50% of the analysed content. This has allowed them to insert their demands during the economic crisis in terms of solutions that should be adopted by government. With such a wide presence, they were able to participate in the debates and processes focused on proposing the political solutions from the point of view of their ideological framework.