29. Online Organizational Communication: The Communications Department Version 2.0 in Tech Companies

In the last decade of the 20th Century, communications departments opted to create an active online presence in order to deliver information to their audiences. After a phase of relatively homogeneous strategies and parallel paths, those companies with online communications departments have chosen innovation and unique tactics adapted to their specific situation as a strategic element. As this real-world evolution was taking place, academic literature tracked its progress and analyzed this transformation of online communications departments featuring, until the present day, a panorama of relative creativity tending towards multimedia content and hypertextuality but with smaller steps being taken towards interactivity with the end user (Dader et al. 2014; Sánchez Duarte and Rodríguez Esperanza 2013). This paper aims to describe this progress and the current status of online organization communication, in addition to painting a picture of the most recent tendencies and innovation proposed by the most innovative tech companies in Spain.