Online Business Review of SCIBC

However, when we talk about Spain, considered the first country in Europe and second in the world after Brazil in percentage of Internet users participating in social networks (as reflected in the study 'The Network Society 2008 'La Sociedad en Red 2008' National Observatory Telecommunications), where six of every ten Spanish are connected to the Internet, where the sending of SMS is at the forefront of Europe (GSMA 2008), where the ICT industry's turnover grew 1.5% in excess of € 114,000 million, where the development of blogs and gadgets is spread over the peninsula, we find that the finished dish is rather poor: 95% of Spanish companies have not adapted to digital media.
This study shows us a tangible reality: only a few companies have been able to successfully deal with a concrete strategy of communication directed to digital media and moreover, to digital communities.

There are many reasons for this recurrent failure, although we found that all of them have deep roots in strategic planning specifically, or the lack of it. Countless times I have experienced companies that have wanted to establish non-related communication-actions without having a valid structure nor a corporate pipeline to enable these actions to flow, in order that these actions can be measured, analyzed and recycled according to the company's strategic objectives.
More than once I have seen that awareness of a given event (let´s call it a crisis, a pandemic stage or a leaderless event) hastens the demand for contingency planning. That´s the equivalent of contracting fire insurance after seeing your house turn into ashes. However, the story does not end there. It is usual that once made this sovereign Contingency Plan, be kept safely under lock and key.
Well, nobody's going to read the Fire Manual when the house is burning.

Behold, in strategic communication, we find a reality mirror. Just as the sheer fact of having a corporate website doesn´t turn “digital” an enterprise, having employees operating in blogs, using Facebook or Skype doesn´t grant the company a “web 2.0” license.
Ultimately, the only way to be a “web 2.0” company is through business development, focusing on the external and internal clients (hey, they are digitals!), and understanding communications as an exercise in corporate growth and implementing -thru professional companionship- the necessary cultural change.
Or we will have a very distant technological ´casserole´ for our consumers to taste.

About the author Began his career more than 18 years ago in Planeta Group (world leader in the publishing industry for Spanish language content). He has extensive experience in the areas of Marketing, Sales, Strategy and Management. He has held management positions in various companies within Planeta before collaborating on the start-up of the subsidiary Planeta DeAgostini in Brazil, where he lived for a period of three years and led the implementation of the part books business with excellent results. In 2001 he took over leadership of the Latin America Division of the same group which in turn had to cope with the severe crisis that hit the area during the years 2002 to 2004 and led projects throughout the Region and Portugal. In Bridgedworld David is in charge of Social Media area and he specializes in Media, Publishing, Leisure and Entertainmen

However, when we talk about Spain, considered the first country in Europe and second in the world after Brazil in percentage of Internet users participating in social networks (as reflected in the study 'The Network Society 2008 'La Sociedad en Red 2008' National Observatory Telecommunications), where six of every ten Spanish are connected to the Internet, where the sending of SMS is at the forefront of Europe (GSMA 2008), where the ICT industry's turnover grew 1.5% in excess of € 114,000 million, where the development of blogs and gadgets is spread over the peninsula, we find that the finished dish is rather poor: 95% of Spanish