Identificando a los nuevos influyentes en tiempos de Internet: medios sociales y análisis de redes sociales

• Miguel del Fresno García ^[1] ; Alan J. Daly ^[2] ; Sagrario Segado Sánchez-Cabezudo ^[1]
  1. [1] Universidad Nacional de Educación a Distancia

     Universidad Nacional de Educación a Distancia

     Madrid, España

     
  2. [2] University of California, San Diego

     University of California, San Diego

     Estados Unidos

     
• Localización: REIS: Revista Española de Investigaciones Sociológicas, ISSN 0210-5233, Nº 153, 2016, págs. 23-42
• Idioma: español
• DOI: 10.5477/cis/reis.153.23
• Títulos paralelos:
  • Identifying the new Influencers in the Internet Era: Social Media and Social Network Analysis
• Enlaces
  • Texto completo (pdf)
• Dialnet Métricas: 38 Citas
• Resumen
  • español

    Los social media influyentes (SMIs) pueden ser definidos como un nuevo tipo de actores sociales independientes, con capacidad de influir en las actitudes de audiencias desde los medios sociales de Internet en competencia y cohabitación con los medios de comunicación profesionales. Poder identificar a los SMIs es crítico independientemente de los contenidos que circulen en el seno un sistema social en red. El Análisis de Redes Sociales (ARS) es una potente herramienta para la representación de los modelos de difusión de la información. Los SMIs pueden ser identificados por su posición destacada en una red como los nodos con mayor centralidad. Los resultados permiten identificar la existencia de tres diferentes tipologías de SMIs: diseminadores, relacionales y líderes. La metodología presentada permite la optimización de los recursos en la creación de estrategias de comunicación más eficaces.

  • English

    Social media influencers (SMIs) can be defined as a new type of independent actor who are able to shape audience attitudes through the use of social media channels in competition and coexistence with professional media. Being able to accurately identify SMIs is critical no matter what is being transmitted in a social system. Social Network Analysis (SNA) has been recognized as a powerful tool for representing social network structures and information dissemination. SMIs can be identifi ed by their high-ranking position in a network as the most important or central nodes. The results reveal the existence of three different typologies of SMIs: disseminator, engager and leader. This methodology permits the optimization of resources to create effective online communication strategies.

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