Portal de Periódicos da CAPES

Las estrategias publicitarias de los anunciantes españoles en los Social Media. El caso de Facebook

2014; Volume: 9; Issue: 9 Linguagem: Inglês

10.7263/adresic-009-04

2340-3144

Natalia Abuín Vences,

Digital Marketing and Social Media

In this paper the strategies of Spanish advertisers in social networks are analysed. The objective is to learn about the type of areas these advertisers have created on the network, their commercial objectives and if they offer value-add services to their followers. The social network, Facebook, was selected because it has the highest numbers of users globally (more than nine hundred million according to the latest figures) and a contents analysis was carried out of the microsites of the Spanish advertisers with the biggest online spend: Telefónica, Vodafone, El Corte Inglés, Renault and Orange. The results show that the big advertisers are betting on social media and the success of their strategies in this media lies in the value-add services and exclusive promotions offered to their microsite users.