If the world seems to be a melting pot today, it is largely because more than a billion users are present on this single platform, which has the great challenge of continuing to offer tools for interconnection and sharing. When we users were just beginning to understand the social implications of this phenomenon, business organizations woke up to the need to communicate with their audiences Portugal WhatsApp Number List through Facebook. However, the prevailing emotional and informal manner did not suit corporate communication. The temptation to extend the traditional model of communication based on “command and control” to Facebook has led, and in many cases continues to, to an audience that, depending on the circumstances, can become very spontaneous and demanding of transparent communication through part of corporations, being able to become targets of very well structured campaigns through Facebook.
Dialogue between business organizations and the complex network established with their stakeholders is far from having a magic formula. However, the areas responsible for corporate communication should take advantage of the rich source of data available on their stakeholders, data that – through increasingly relevant methodologies and technologies – can guide the alignment of a more assertive and attentive communication to the pulse of emotions, perceptions and behaviors on a given subject. This data intelligence is the main tool that Facebook itself has to improve the user experience and stay in the game. From my point of view, the challenge of corporate communication is to combine strategic communication drivers with increasingly relevant disciplines such as Netnography, Network Science and Data Science, enabling the discovery of strategic knowledge that emerges from social networks which, like Facebook will never cease.