La ciudad virtualanálisis de la comunicación institucional de las capitales europeas en Facebook
- Hipólito Vivar Zurita 1
- Natalia Abuín Vences 1
- Alberto García García 1
- Raquel Vinader Segura 1
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1
Universidad Complutense de Madrid
info
- Francisco García García (coord.)
- Rogerio García Fernández (coord.)
Publisher: Icono 14 Asociación Científica
ISBN: 9788493907761
Year of publication: 2011
Volume Title: TOMO II
Tome: 2
Volume: 2
Pages: 1417-1428
Congress: Congreso Internacional Ciudades Creativas (2. 2011. Madrid)
Type: Conference paper
Abstract
Web 2.0 and, more specifically, social networkinghave revolutionized the communication landscape inall its dimensions. Public institutions, private companies, individuals and places seek a presence in thesespaces, which are defined by the viral messages thatare transmitted through these platforms.Within social networks, cities have their own profiles, throughwhich they communicate with their inhabitants, butalso with their future visitors or the curious that lookfor learning more about certain places. In this study,we used a content analysis aimed at studying the communication of the strongest european capitals from theeconomic point of view to discuss the kind of communication conducted through their social networking profiles. Following the economic criterion, thecapitals studied are: Berlin, Paris, London, Madridand Amsterdam. The social network chosen to analyzethe communication of the selected cities is Facebook.This space is selected, because between those with thesame characteristics, has the greatest number of users: more than eight million according to latest officialdata. The results suggest that the management of communication in social networks of the cities is becominga powerful tool of communication with the public institution and a major tourist attraction, besides allowing to effectively managing branding of places underconsideration.