The engagement of Real Madrid and FC Barcelona on Facebook
A decade after the consolidation of the largest sports organizations in the digital age, the emergence of social networks has induced a more direct style of communication with fans. Football clubs like Real Madrid and FC Barcelona use Facebook to spread content among users around the world. Currently, social media platforms like Facebook have resulted in communication strategies to achieve new goals, overcoming geographical and idiomatic barriers. This study makes use of big data techniques to analyze content from 125 posts published by Real Madrid and FC Barcelona on Facebook during the 2014 and 2015 UEFA Champions League finals, generating more than 30 million user interactions.
ABOUT THE AUTHOR
This article is only available in Spanish.
HOW TO CITE THIS ARTICLE
Pardo Gila, J. M. (2016). The engagement of Real Madrid and FC Barcelona on Facebook: Comparative analysis of content by the champions of the UEFA Champions League 2014 and 2015. Proceedings of the 5th Latin American Congress of Communication. AE-IC Madrid 2016. (Spanish). ISBN 978-84-608-8942-7