scholarly journals Contenidos eficientes en redes sociales: la promoción de series de Netflix

2021 ◽  
Vol 11 (01) ◽  
pp. 239-270
Author(s):  
Mariché Navío-Navarro ◽  

Social media channels are frequently used by different audiovisual products when promoting content and generating conversations around their brands. In the case of fiction series broadcast by Netflix, the most widely used social media are Instagram, Facebook, and Twitter. This research aims at stablishing what the characteristics are of the content that, published on the profiles of said platforms by the accounts of these fiction series, generate greater efficiency and virality. To do this, we analyze the eight publications with the highest number of total interactions in a sample of series profiles to determine which platform, formats, types of content, hashtags, emojis or appealed values, among other factors, obtain better results in terms of the different types of interaction: likes, comments, and shares. The main results point to Instagram as the most efficient social network, where images are the content with the highest number of interactions. On Facebook and Twitter, however, videos get the highest efficiency and virality. For the rest of the analysis categories, we will find differences between the three platforms.

Author(s):  
Joan Francesc Fondevila Gascón ◽  
Ana Beriain

ABSTRACTThe social networking phenomenon starts generating various investigations, but so far none has raised the relationships among users of a social network from the behavioral and psychological point of view. To this end, we have conducted an empirical study based on simulated profiles in Facebook, relevant social network due to the amount of available users and for its IPO. From imaginary profiles, we analyze the types of other Facebook users that are added, which can inspire ecommerce strategies related to digital newspapers.RESUMENEl fenómeno de las redes sociales comienza a generar investigaciones diversas, pero de momento ninguna ha planteado las relaciones entre los usuarios de una red social desde el punto de vista conductual y psicológico. A tal efecto, hemos llevado a cabo un estudio empírico a partir de una simulación de perfiles en Facebook, red social de referencia por la cantidad de usuarios disponibles y por su salida a bolsa. A partir de perfiles imaginarios, analizamos la tipología de otros usuarios de Facebook que se le agregan, lo que puede inspirar estrategias de comercio electrónico vinculadas a los periódicos digitales.


Author(s):  
Tasleem Arif ◽  
Rashid Ali

Social media is perhaps responsible for largest share of traffic on the Internet. It is one of the largest online activities with people from all over the globe making its use for some sort of activity. The behaviour of these networks, important actors and groups and the way individual actors influence an idea or activity on these networks, etc. can be measured using social network analysis metrics. These metrics can be as simple as number of likes on Facebook or number of views on YouTube or as complex as clustering co-efficient which determines future collaborations on the basis of present status of the network. This chapter explores and discusses various social network metrics which can be used to analyse and explain important questions related to different types of networks. It also tries to explain the basic mathematics behind the working of these metrics. The use of these metrics for analysis of collaboration networks in an academic setup has been explored and results presented. A new metric called “Average Degree of Collaboration” has been defined to quantify collaborations within institutions.


2018 ◽  
Vol 4 (3) ◽  
pp. 205630511880031 ◽  
Author(s):  
Azi Lev-On

Numerous studies address the uses and perceived effects of social media, but a scholarly void exists about how it is framed in the mainstream media. This study fills this void using a content analysis of news items that included references to social media in Israel’s six daily Hebrew-language printed newspapers during the Israel–Gaza war (2014). The papers framed social media primarily as spaces of hate speech and distribution of rumors. Additional salient themes referred to social media as alternative media channels by politicians and celebrities and as arenas of public diplomacy. Social media was rarely portrayed as platforms to orchestrate collective action or to meet the enemy.


Author(s):  
Gail Woods-Waller

Significant advances in media variety and public access to information have blurred the lines between journalism, advertising, public relations, marketing, and all other communication industries. As a result of unprecedented media proliferation, social sector professionals have more opportunities—and greater competition—to gain public attention and support for their issues and services. In addition, the expansion of the Internet through social media and mobile devices has revolutionized the way we communicate. This entry explores different types of promotional campaigns, converging media channels, and the implications of 24/7 interactivity on social work advocacy.


Comunicar ◽  
2016 ◽  
Vol 24 (46) ◽  
pp. 19-26 ◽  
Author(s):  
Javier Serrano-Puche

Emotions have become increasingly important in our time, in all realms of social reality. This revaluation of the affective dimension of the person is revealed in its common presence as subject of research in many fields of knowledge. Also in Media and Communications studies, and specifically in relation to the use of digital technology, there is an academic interest in emotions. This paper maps the field of study where emotions and digital technology converge, specifically in the use of the Internet. There appears a vibrant, wide and complex field of study in which come together approaches of different types, both on the theoretical plane and on the methodological one. The article provides an overview of research carried out in this subject, which includes the study of social media as spaces of interaction where emotions are displayed, the massivescale emotional contagion or the sentiment analysis in the digital platforms, among other topics. We conclude that the Net not only arouses emotions in users and serves as a channel for the expression of affection, but also influences the way in which this affection is modulated and displayed, as well as the configuration of the personal identity of the users of the Internet. Las emociones han adquirido una importancia creciente en nuestra época, en todos los ámbitos de la sociedad. Esta revalorización de la dimensión afectiva de la persona se ha reflejado, a su vez, en su inclusión como objeto de estudio en investigaciones de numerosas ramas del saber. También dentro de los estudios en Comunicación, y en concreto en relación con la tecnología digital, existe un interés académico por las emociones. Por medio de una profunda revisión bibliográfica, en este trabajo se traza un mapa del campo de estudio en el que convergen las emociones y la tecnología digital; más concretamente, en el uso de Internet. En él se advierte un campo de investigación vibrante, amplio y complejo, en el que confluyen aproximaciones de diferente tipo, tanto en el plano teórico como en el metodológico. El artículo presenta un panorama de las investigaciones realizadas en esta materia, que abarca desde el estudio de las redes sociales como espacios de interacción en el que las emociones son expresadas, el contagio emocional a gran escala o el análisis de sentimientos en las plataformas digitales. Se concluye que la Red no sólo despierta emociones en sus usuarios y sirve de cauce para la expresión de los afectos, sino que también influye en el modo en que dicho afecto se modula y despliega, así como en la configuración de la identidad de la persona.


2020 ◽  
Vol 1 ◽  
pp. 1-19
Author(s):  
Matan Mor ◽  
Johannes Oehrlein ◽  
Jan-Henrik Haunert ◽  
Sagi Dalyot

Abstract. Since many tourists share the photos they take on social media channels, large collections of tourist attraction photos are easily accessible online. Recent research has dealt with identifying popular places from these photos, as well as computing city tourism routes based on these photo collections. Although current approaches show great potential, many tourism attractions suffer from being overrun by tourists, not least because many tourists are aware of only a few tourism hot spots that are trending. In the worst case, automatic city route recommendations based on social media photos will intensify this issue and disappoint tourists who seek individual experiences. In the best case, however, if individual preferences are appropriately incorporated into the route planning algorithm, more personalized route recommendations will be achieved. In this paper, we suggest distinguishing two different types of photo contributors, namely: first-time visitors who are usually tourists who "follow the crowd" (e.g., to visit the top tourist attractions), and repeated visitors who are usually locals who "don’t follow the crowd" (e.g., to visit photogenic yet less well-known places). This categorization allows the user to decide how to trade the one objective off against the other. We present a novel method based on a classification of photographers into locals and tourists, and show how to incorporate this information into an algorithmic routing framework based on the Orienteering Problem approach. In detailed experiments we analyze how choosing the parameter that models the trade-off between both objectives influences the optimal route found by the algorithm, designed to serve the user’s travel objective and preferences in terms of visited attraction types.


Author(s):  
Sanjay Chhataru Gupta

Popularity of the social media and the amount of importance given by an individual to social media has significantly increased in last few years. As more and more people become part of the social networks like Twitter, Facebook, information which flows through the social network, can potentially give us good understanding about what is happening around in our locality, state, nation or even in the world. The conceptual motive behind the project is to develop a system which analyses about a topic searched on Twitter. It is designed to assist Information Analysts in understanding and exploring complex events as they unfold in the world. The system tracks changes in emotions over events, signalling possible flashpoints or abatement. For each trending topic, the system also shows a sentiment graph showing how positive and negative sentiments are trending as the topic is getting trended.


Author(s):  
Blanca Rodríguez-Bravo ◽  
David Nicholas

The scientific communication habits and practices of the new wave of Spanish researchers are analyzed based on the results of an international survey (2019). The results obtained from 100 participants support those previously obtained from interviews conducted between 2016 and 2018 in Spain under the Harbingers Project, and show similarities to and differences from those collected from the mentioned survey in other countries covered by the Project in its second phase. Spanish researchers have two contradictory faces: They are innovative in their perceptions but slightly less so in their practices regarding open access and the use of social media. However, these new attitudes and habits are motivated by a desire to promote their own work and gain recognition; In this sense, they are conservative. The competition in which they are immersed regarding the achievement of tenure and, therefore, the need to focus on their abilities that will be evaluated represent a limitation on enjoying the learning process and dedicating themselves to the practices of open science to which their generation is naturally prone. Resumen Se analizan los hábitos y prácticas de comunicación científica de la nueva ola de investigadores españoles a partir de los resultados de una encuesta de ámbito internacional (2019). Los resultados de un centenar de contribuciones confirman los obtenidos previamente en entrevistas realizadas entre 2016 y 2018 en España en el marco del Proyecto Harbingers, y ponen de manifiesto similitudes y diferencias con los resultados obtenidos de la encuesta mencionada en otros países cubiertos por el Proyecto en su segunda fase. Los investigadores españoles presentan dos caras contradictorias: Son innovadores en sus percepciones aunque no tanto en sus prácticas relativas al acceso abierto y al uso de las redes sociales. Sin embargo, sus actitudes y hábitos nuevos no son desinteresados, están motivados por promocionar el trabajo propio y conseguir el reconocimiento. En este sentido, se muestran conservadores. La competición en que se encuentran inmersos para conseguir un trabajo estable y, por tanto, la necesidad de focalizarse en los méritos que les van a ser evaluados les limita para poder disfrutar del proceso de aprendizaje y dedicarse a las prácticas de ciencia abierta a las que su generación se muestra proclive de forma natural.


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