Abstract
The advent of social networks has transformed the ecosystem of communication by multiplying the possibilities of interaction between the media and the users. In this new digital context, the media must innovate and take advantage of the social networks. The objective of this research is to analyse the strategies of the main public televisions of Europe in the social environment. To do this, its presence and popularity in twelve social networks are studied. The result evidences a scarce use of the social networks, except in some groups of television like the British BBC or the German ZDF whose strategies are risky, innovative and successful. These strategies can serve as example on how to take advantage of the networks to reach the audience and improve public service media.
S. Direito-Rebollal is a beneficiary of the Faculty Training Program funded by the Ministry of Education, Culture and Sport (Government of Spain).
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Acknowledgments
The results of this article are part of the R+D research project “Informational uses and preferences in the new media landscape in Spain: journalism models for mobile devices” (reference: CSO2015-64662-C4-4-R) and “Indicators related to broadcasters’ governance, funding, accountability, innovation, quality and public service applicable to Spain in the digital context” (Reference: CSO2015-66543-P), funded by the Spanish Ministry of Economy and Competitiveness, as well as the activities promoted by the International Research Network Communication Management (R2016/019 XESCOM) supported by the Department of Culture, Education and University Management of the Government of Galicia.
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Rodríguez-Vázquez, AI., Lago-Vázquez, D., Direito-Rebollal, S. (2017). Uses and Trends of Social Networks by Public Service Media in Europe. In: Rocha, Á., Correia, A., Adeli, H., Reis, L., Costanzo, S. (eds) Recent Advances in Information Systems and Technologies. WorldCIST 2017. Advances in Intelligent Systems and Computing, vol 571. Springer, Cham. https://doi.org/10.1007/978-3-319-56541-5_12
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