Strategies for managing social media in the Spanish digital press

Abstract

This article disseminates the results of a research aimed at analyzing social media teams and the strategies developed by Spanish, native and emigrated digital newspapers in this field. A closed questionnaire has been passed and qualitative interviews have been done with the media strategists. It is an exploratory research oriented to know the work of the strategist in social media, as well as the characteristics of their teams, their training and tasks, the support and participation of the management and media writers in the strategy and main characteristics of it. The results show that while the emigrated newspapers have more elaborate strategies in terms of the number of profiles and social media in which they have a presence, the natives have management teams and management teams whose support and action in social media has a more positive result in the implementation of the strategy.