La comunicación digital empresarial de las empresas privadas del País Vasco: uso y evolución del euskera entre 2013 y 2017

Abstract

The goal of this article is to understand the use that private companies in the autonomous community of the Basque Country make of digital external communication on social networks and the presence of Basque therein, to appreciate developments between 2013 and 2017. To this, research was performed in two periods: the first in 2013 and the second four years later, in 2017. The results show that, at the starting point of our research, 84.8% of companies surveyed used three or more social networks, 52.2% following a predefined strategy and 68% published new content every day. Four years later, there were increases in companies following a predefined strategy and those publishing daily content. As far as the use of Basque in companies' external digital communications is concerned, levels were high: 72% published content in Basque in 2013 and, although this figure fell slightly in 2017 to 70%, it should be noted that bilingual content (that in both Basque and Spanish) increased from 21% to 45%. Larger companies used Basque more in 2017 than in 2013 and the sectors in which the use of Basque on social networks was greater were those of professional, scientific and educational activities, together with that of information and communications.