dad Rovira y Virgili, Tarragona, España, y miembro del grupo de investigación Asterisc de la misma universidad. Es la investigadora principal del proyecto Uso e influencia de los social media y la comunicación 2.0 en la toma de decisiones turísticas y en la imagen de ResumenSe ofrecen recomendaciones para mejorar el modo en que los destinos turísticos emplean las redes sociales en su comunicación. Mediante herramientas de medición online se analizan las cuentas de Facebook y Twitter de 5 destinos turísticos españoles. Se comprueba que los destinos descuidan en las redes la construcción de la identidad de marca-lugar y que el potencial interactivo se desaprovecha en gran medida, sobre todo en Facebook. Se recomienda potenciar el engagement (compromiso, fidelidad) realizando preguntas a los usuarios y utilizando fotografías, así como incidir en la comunicación de marca y no sólo en la difusión de información turística.

Websites are an important communication tool in destination branding. This study analyses the relational nature of 87 official destination websites (ODWs) according to two parameters: interactivity, whose link to ODWs has been highlighted in several studies; and, the presence of the social web elements, increasingly necessary to achieve comprehensive, effective online communication, for instance blogs, microblogging platforms or social networks. The authors apply a methodology based on indicators from the Web Quality Index (WQI): a specific website analysis model for the tourism industry. The methodology provides a useful tool for examining and assessing how destination marketing organisations endow their websites with interactivity and connect them to the social media arena. The results show significant shortcomings in the websites for the aspects analysed, especially with regard to indicators linked to interactivity. Furthermore, the study suggests a series of measures that destination marketing organisations could adopt in order to remedy these shortcomings and optimise the relational aspects of their websites.

YouTube usage by Spanish tourist destinations as a tool to communicate their identities and brandsAssumpció Huertas (Rovira i Virgili University) María Isabel Míguez-González (University of Vigo) Natàlia Lozano-Monterrubio (Rovira i Virgili University) Biography:Ph.D.n Studies and member of the research group Asteriscat at the Rovira i Virgili University (Tarragona, Spain

Chapter 1 Introduction 1 Chapter 2 Existing literature on social media and corporate blogging and microblogging 20 2.1 The Internet 20 2.2 The Web 23 2.3 Web 2.0 24 2.4 Social media 30 2.5 Social networks 51 2.6 Blogs 63 2.7 Microblogs 78 2.8 Social media monitoring and listening 88 2.9 Social media use in crises 93 2.10 Interactivity and engagement 97 Chapter 3 Theoretical literature framing and informing this study 3.1 Social media theory 3.2 Public relations theory, including excellence theory 3.3 Corporate communications theory 3.4 Dialogic theory Chapter 4 Methodology 4.1 Conceptual framework 4.2 Research approach 4.3 Research questions 4.4 Research methodology 4.5 Research methods 4.6 Sampling 4.7 Coding 4.8 Analysis Chapter 5 Overall findings, findings on dialogue and interaction 5.1 Overall findings 5.2 Findings on dialogue and interaction 5.3 Social media as responsibility of marketing 5.4 Brand advocacy 5.5 Community Discussion Chapter 6 Findings and discussion: How organisations use blogs and microblogs 6.1 Overall findings on blogs and microblogs 6.2 Blogs 6.3 Microblogs Discussion Melanie King Corporate Blogging and Microblogging PhD Thesis 2014-5 v Chapter 7 Findings and discussion: How social media are evaluated 7.1 Overall findings on social media metrics and measurement 7.2 Social media monitoring and metrics 7.3 Success Discussion Chapter 8 Findings: How crises are managed in social media 8.1 Overall findings regarding management of crises 8.2 Case studies of crises in social media Chapter 9 Findings and discussion: Other findings that impact an organisation's communication in social media 9.1 Overall findings on organisational communication 9.2 Strategy and objectives of social media 9.3 Organisational voice 9.4 Responsiveness 9.5 Training 9.6 Brand Discussion Chapter 10 Conclusion 10.1 Implications for theories 10.2 Significance and implication of findings 10.3 Limitations 10.4 Reflections 10.5 Recommendations for future research Glossary of Terms Appendices References Melanie King Corporate Blogging and Microblogging PhD Thesis 2014-5 vi Melanie King Corporate Blogging and Microblogging

Abstract:Academic social networks emerge as an opportunity for researchers to improve their work and to potentially increase both the dissemination of their research and their collaboration with other scholars. However, there are still many gaps, uncertainties and reluctance surrounding academic social networks. This is not surprising, as they are a new phenomenon and are still not en a par with traditional media in terms of prestige and recognition. Considering such platforms as objects of study may contribute to their consolidation as valid tools for academic research.This study analyzes the presence of communication scholars and researchers from Universities in the North of Portugal in the two major academic social networks, Academia.edu and ResearchGate. Our work is in line with recent incipient studies in other geographical areas, such as Galicia, Spain. This article not only offers and overview, but also detailed insights into the presence or absence of researchers on these platforms, number of documents uploaded, followers, visits; analysed by gender, university or department.