Un escaño en Facebook: política 2.0, marketing viral y redes sociales

  1. Miguel Túñez-López 1
  2. José Sixto-García 1
  1. 1 Universidade de Santiago de Compostela
    info

    Universidade de Santiago de Compostela

    Santiago de Compostela, España

    ROR https://ror.org/030eybx10

Journal:
Vivat Academia

ISSN: 1575-2844

Year of publication: 2012

Issue: 118

Pages: 13-32

Type: Article

DOI: 10.15178/VA.2012.118.13-32 DIALNET GOOGLE SCHOLAR lock_openDialnet editor

More publications in: Vivat Academia

Abstract

The growth of social networks all over the world forces to the organisations to have presence in the network to be able to create and conserve stable relations with the users -trying achieving their loyalty and fidelity-, so that they recommend products to other users using technicians and mechanisms of viral expansion. What about in politics? The political actors’ pro-activity, like the president Obama’s campaign, or the receptors activity, such as in the recent events in Egypt, revalidate the on-line personal intercommunication like a new support of informative flows, showing the transformation of the classical forms of social relation. This study investigates the 350 Spanish congressmen’ profiles in Facebook in order to analyze the level of virtual interactiveness, define the strategies of targeting and the dynamics of use of the new stage of communication for the political action in a field used by 7,5 million active users daily in Spain.

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