The purpose of this study is to investigate how companies manage relationships with publics on social media. Based on the concepts of functional and contingency interactivity, the study examines the long-term implementation of three interactive strategies derived from research on organization-public relationships: dialogic communication, transparent communication, and informal communication. The study sheds further light on relational outputs and outcomes. The results of content analyses of leading German companies’ Facebook pages in 2012, 2015, and 2018 indicate the growing importance of dialogic communication and informal communication. There is a constant relation between dialogic communication and the extent of user interaction, with the analysis suggesting that dialogic communication is used to manage critical user comments. Hence, the long-term study contributes to a deeper understanding of professionalization in corporate social media communication. It provides evidence for PR scholars and professionals that there are effective features on Facebook for managing sustainable relationships.

这项研究的目的是调查公司如何管理社交媒体上与公众的关系。基于功能和偶发性互动的概念，该研究考察了从组织-公共关系研究中得出的三种互动策略的长期实施：对话交流，透明交流和非正式交流。该研究进一步揭示了关系产出和结果。在2012年，2015年和2018年对德国领先公司的Facebook页面进行内容分析的结果表明，对话交流和非正式交流的重要性日益提高。对话交流与用户互动程度之间存在恒定的关系，分析表明对话交流可用于管理重要的用户评论。因此，长期的研究有助于更深入地了解企业社交媒体传播中的专业化。它为公关学者和专业人士提供了证据，表明Facebook上有有效的功能可用于管理可持续关系。