Estrategias de comunicación 2.0 en el mercado ferial de España, Portugal y América Latina

Abstract

The trade fairs are spaces of communication. They are not only business centres and, therefore, they can study under a communicative approach. This investigation analyses the utilisation of the Web 2.0 and the social networks like communication tools. The Iberian Peninsula and o Latin America trade fairs have webs oriented to satisfy the needs of information of the media but not to have a conversation directly with the public opinion. The spaces in Internet of Spanish, Portuguese and Latin American trade fairs organizations are not taking advantage of the possibilities that offers the web 2.0 and the social networks to converse with their publics. The management of communication has to include the utilisation of the social networks, because it is necessary to participate in the life of Internet.