Measurement and analysis of the presence in Facebook and Twitter in the regional television broadcaster’s context in Spain

Abstract

The presence in Facebook and Twitter of 12 Spanish regional TV stations is analysed and quantified along a 12 months period, using Fanpage Karma. Also, their presence in social media and audience shares reached are compared using Kampal Social, to view the global network in Twitter and using modularity and clustering indexes. The results show that TV3, Canal Sur and Telemadrid are the most active public regional broadcasters in Facebook and Twitter. The analysis of the global network of Twitter’s users shows a clear separation between the users associated with each public regional broadcaster television and indicates that there are very few interactions on Twitter between users of different communities