What makes a book tweet popular? Analysis of the most retweeted content posted by Spanish and non-Spanish book publishers

• Mas-Bleda, Amalia ^[1] ; Makita, Meiko ^[1] ; Mrva-Montoya, Agata ^[2] ; Thelwall, Mike ^[1]
  1. [1] University of Wolverhampton

     University of Wolverhampton

     GB.ENG.Q3.41UF, Reino Unido

     
  2. [2] University of Sydney

     University of Sydney

     Australia

     
• Localización: Revista española de documentación científica, ISSN-e 1988-4621, ISSN 0210-0614, Vol. 45, Nº. 3, 2022
• Idioma: inglés
• DOI: 10.3989/redc.2022.3.1904
• Títulos paralelos:
  • ¿Qué hace que un tuit sobre un libro sea popular? Análisis de los contenidos más retuiteados creados por editoriales de libros españolas y extranjeras
• Enlaces
  • Texto completo
• Dialnet Métricas: 1 Cita
• Resumen
  • español

    El objetivo de este artículo es identificar características relacionadas con el contenido de los mensajes más retuiteados creados por editoriales de libros españolas y extranjeras en Twitter. Se ha realizado un análisis de contenido para identificar el tema de los tuits y si incluyen hashtag para el título del libro, imágenes e hipervínculos, y en caso de incluirse, sobre qué son las imágenes y hacia dónde apuntan los enlaces. Como complemento, se ha realizado un análisis de asociación de palabras para identificar qué términos son asociados con cada una de las diferentes editoriales. En general, las editoriales tienden a tuitear sobre ellas mismas y sus libros con fines de marketing. Aproximadamente la mitad de las editoriales tienen cuentas en Twitter. Los tuits más populares de las editoriales españolas suelen contener citas literarias, mientras que los tuits más populares de las editoriales extranjeras tienden más a incluir sorteos. Los editores que buscan comprometerse con lectores potenciales en Twitter podrían considerar las citas y los sorteos para construir su audiencia, además de etiquetar al nombre de usuario del autor (@nombredeusuario) en tuits relacionados con libros para ayudar al autor con su red social.

  • English

    The aim of this article is to identify content-related features of the most retweeted messages posted by Spanish and non-Spanish book publishers on Twitter. A content analysis has been conducted to identify the topic of the tweets and whether they include book title hashtags, images and hyperlinks, and if so, what the images are about and where the links point to. As a complement, a word association analysis has been carried out to determine which terms are associated with each of the different publishers. Overall, publishers tend to tweet about themselves and their books for marketing purposes. About half of the publishers have Twitter accounts. Spanish publishers’ tweets often contain literary quotes, while the top tweets by non-Spanish publishers are more likely to contain free prize draws. Publishers seeking to engage with potential readers on Twitter could consider quotes and giveaways to build their audience, in addition to tagging author @usernames in book-related posts to help reach the author’s network.

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