Abstract

COBOS, Tania Lucía. Radiography behavior of the Colombian press on Twitter: El Heraldo, El Universal and El Informador study cases. Encuentros [online]. 2015, vol.13, n.1, pp.85-99. ISSN 1692-5858.  https://doi.org/10.15665/re.v13i1.351.

The following study entitled «Radiography behavior of the Colombian press on Twitter: El Heraldo, El Universal and El Informador study cases» had as objective to make a first approach to the diagnosis of the Colombian press's behavior within this platform and, extensively, the work of their community managers, base on study cases. Twitter, an online social network launched in the US in 2006, offers to newspapers the possibility to manage an account in which they can (like RSS feed) publish news, breaking news, traffic reports as well as a mean to attract readers, interact with them and in general develop a follower community. The article inquires about the behavior on Twitter of three regional newspapers in the Colombian Caribbean coast: El Heraldo (Barranquilla), El Universal (Cartagena de Indias) and El Informador (Santa Marta) on aspects like grade interactivity, content management and business strategy. This descriptive study, implemented a virtual structured observation technique applied to each of the before-mentioned official newspapers accounts chronology during ten consecutive days. Among the results is important to notice that, in spite of the common features in the behavior on Twitter, there is not a unique management model. Instead, each newspaper generates its own strategies and relies the image it projects to its community on the relevant role of the community manager and his expertise.

Keywords : Twitter; Newspapers; Colombia; Online Social Networks.

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