Relaciones públicas 2.0la personalización de los mensajes en redes sociales como elemento de fidelización

Abstract

The thesis presents the situation of the Spanish media organizations in social networks; since a few years ago, social networks are becoming a tool in advertising campaigns, and now increasingly are finding in the PR campaigns. Through triangulation methodology (an exhaustive content analysis of publications on social platforms on which the sample was present; a survey of the organizations and public of these in order to raise an overview of the communication situation; and to know the vision of professionals and researchers of the subject, it takes out a Delphi or panel of experts) analyse how organizations behave to see if the figure of the Community Manager satisfies the public demand using custom messages, or on the contrary they are simply content generators and mere customer channel. In addition, research has a chapter on the essence of this study, personalization of messages, what is much talk but little has been studied really about, and on which this thesis attempts to score a starting point for the continuation of other studies in this line of research. Therefore, the purpose of this research is to analyse the current situation of communication in social networks, focusing on the actions of public relations that these organizations conduct on social platforms where they are present. All this, to try to know what their media communication strategies 2.0, what are their weaknesses and shortcomings, so that using the personalization of messages is reached optimize communication processes more effectively and efficiently.