Communication in new technology based‐firms

PurposeThe paper aims at identifying the main social media applications used by new technology based‐firms (NTBFs) and at calculating the volume of followers they have in each application. It also focuses on the amount of activity generated by the firms in those social networks, identifying the key thematic content of their social media activity, analyzing the ability to create dialogue with their stakeholders and clarifying which style of communication they use.Design/methodology/approachThe paper presents an exploratory study of the use of social media tools by NTBFs, located in Spanish Science Parks, as an important resource network for firms in the corresponding sector. A total of 432 n…