出版社：Faculty of Communications of the Pontificia Universidad Católica de Chile
摘要：We analyzed the Facebook group page of a television series broadcasted in Spain, Pulseras Rojas. The social network is a transmedia platform and a resource of opportunities to stimulate viewer engagement. Our focus is traffic on Facebook derived from the second season, broadcasted by Antena 3 Spanish network between July and August 2013. Following the proposal of Askwith (2007), we consider seven touchpoints: Expanded access, repackaged content, ancillary content, branded products, related activities, social interaction and interactivity. We studied Facebook entries in order to classify the user’s type of involvement, calibrate the corporate response to user demands and evaluate opportunities of both business and participatory culture stimulated by the social network. Facebook is revealed as a powerful tool to engage the viewer, although the network communication strategy has an incipient and undeveloped management that fails to take full advantage of the interactive, two-way nature of the social network.
