RT Journal Article
T1 Managing Social Networks in Online-Native Newsrooms: When Less Means More.
A1 Méndez-Nieto, Antonio
A1 Palomo-Torres, María Bella
A1 Rivera-Hernández, Agustín Alejandro
K1 Medios de comunicación social
AB During the last few years online-only media have been explored as an alternative to mainstream media. The developmentof this new media model coincides in time with an increase in dependence on social networks. Online media editors estimatethat one third of their visits proceed from Facebook, a figure that obliges them to create specific strategies to ensuretheir company’s reputation and growth in the 2.0 field. The aim of this article is to assess what motivates Spanish digitalnativenewspapers to act on social networks, analyse their internal view of these channels, and describe their strategies formanaging their relationship with audiences. Based on a qualitative and longitudinal approach, we conducted in-depth interviewswith the social media editors of the most relevant digital-native newspapers in Spain—El Confidencial, Eldiario.es,El Español and El HuffPost—during 2017 and 2019, in order to trace the evolution of their professional routines. Thesesocial media editors consider that although digital-native newsrooms are smaller than traditional ones, they are more agilein reacting to metrics. Our results also confirm that Instagram is generating great expectations, and the new paywallsystem is affecting the way audiences are understood.
PB Cogitatio
YR 2020
FD 2020-04-16
LK https://hdl.handle.net/10630/37334
UL https://hdl.handle.net/10630/37334
LA eng
NO Mendez, A., Palomo, B., & Rivera, A. (2020). Managing Social Networks in Online-Native Newsrooms: When Less Means More. Media and Communication, 8(2), 124-134. https://doi.org/10.17645/mac.v8i2.2717
NO Project ‘News, Networks and User in the Hybrid Media System: Disinformation,Transparency and Cybersecurity in Journalism Practice,’ and the Department of Journalism at the Universityof Malaga.
DS RIUMA. Repositorio Institucional de la Universidad de Málaga
RD 4 mar 2026