Propuesta de metodología de investigación en redes sociales para estrategias de comunicación. Caso de los Premios Goya en España

Abstract

Effective communication and strategy in social networks have become key elements to achieve greater visibility and dissemination of any event or initiative. According to the most recent studies in Spain, 87.6% of the population consumes media in digital format (AIMC, 2023) and 80% of the total population uses social networks (IAB, 2023), so it is considered relevant to focus on these virtual spaces to delve into the behavior of users around certain topics. This research aims to provide a research methodology proposal in social networks for communication strategies applied to the case of the Goya Awards (2024) in Spain. It is expected that this study will contribute to the optimization of the social media presence of such event, as well as to the generation of knowledge in the field of social media communication using three analysis tools: Audiense Insight, TalkWalker; Fanpage Karma, through which various categories and data were established that allow global analysis. The results defined through different variables allow ratifying the cinematographic interests that serves as an amalgam within the virtual conversation, but without leaving aside other striking and outstanding interests in the conversations about political topics of the current affairs of the moment.