Abstract

The present investigation accounts for a process scarcely addressed in Communication studies such as the management of information within companies and the use, strategies and management with which they are addressed to interest groups and social media influencers as social channeling branded. The notion of influence has once again become important in the area of strategic communication with the rise of various information platforms, digital relationships and progress towards a context of high competition and distrust of companies. In order to achieve this influence, a timely use of Big Data, defined as a large volume and flow of different forms of data from different sources (external and internal) in constant processing, which produce newknowledge is fundamental. In that sense, big data facilitates access to certain groups of stakeholders with great precision. Despite this evidence, in this research it is found that communication professionals in Chile do not see it that way. They understand strategic communication fundamentally not as a way to build trust, but to align a corporate strategy with a communication strategy and as an instrument to give managers greater guidance when making decisions and defining strategic business objectives. To address our research work, we will first discuss a theoretical discussion limited to the degree of professionalization of strategic communication, expressed in the adoption and use of various trends and practice tools, especially Big Data analysis, to then identify the main characteristics of the study. Later we will present the results of the investigation and our conclusions.In the case of Chile, the majority of communication professionals lack the skills and tools to obtain high performance and effectiveness when positioning brands and influencing the interconnected society.