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This paper presents the main results of an investigation whose purpose is to investigate the adoption of on-line social networks in SMEs run by women. The base assumption is that the use of networks as a strategic communication element is still at an early stage of development, far from being an established practice. Our interest in this study is to determine the willingness and motivations of entrepreneurs in using these networks, as well as utilities and difficulties they have faced. Our goal is to visualize the change of attitude and competences that entrepreneurs are imprinting on their businesses within the competitive environment they operate in. Ultimately, we are interested in studying the perception of women-entrepreneurs regarding the adoption of online social networks to the extent where they are, as an additional management tool. We find ourselves facing a new field of knowledge on which there are very few references and very little research has been carried. Hence, this study has a primarily qualitative and exploratory purpose. To obtain the needed information we held semi-structured interviews to fourteen Andalusian entrepreneurs, coming from different business fields. The main findings were that just less than a half of them used them, or implemented them in their companies, as communication tools. The others, depending on to the size of their business, adopted them as an extension of the personal use in which they had been started. RESUMEN Este trabajo presenta los principales resultados de una investigacion cuya finalidad es conocer la adopcion de las redes sociales on-line en las pymes dirigidas por mujeres. Se parte de la base de que el uso de redes, como elemento estrategico de comunicacion, se encuentra todavia en una fase incipiente de desarrollo, lejos aun de ser una practica consolidada. Nuestro interes en este trabajo es conocer la predisposicion y motivaciones de las empresarias hacia el uso estas redes, asi como las utilidades y dificultades a las que han de enfrentarse. Nos interesa visibilizar el cambio actitudinal y competencial que las empresarias estan imprimiendo en sus empresas dentro del marco competitivo en el que se encuentran. En definitiva, nos interesa estudiar la percepcion que tienen las empresarias sobre el uso de las redes sociales online en la medida en que estan insertas, como una herramienta mas de gestion empresarial. Nos situamos ante un nuevo ambito de conocimiento sobre el que apenas existen referencias bibliograficas ni se ha realizado apenas investigacion; de ahi que la investigacion tenga una finalidad fundamentalmente exploratoria y de caracter cualitativo. Para la obtencion de la informacion se realizaron catorce entrevistas semi-estructuradas entre empresarias andaluzas de distintos sectores de actividad. Entre los principales resultados encontramos que algo menos de la mitad de ellas las utilizan, o estan implantadas en sus empresas, como herramientas de comunicacion. El resto, y relacionado con el tamano de sus negocios, las utilizan como una prolongacion del uso personal en el que se iniciaron.

Mujeres empresarias en el uso de la web 2.0: discursos de un preludio