Twitter as a Strategic Tool for Audiovisual Communication: Case Studies

Abstract

In the current context of communications, and particularly the Internet, where visibility, consumer attention and consequent social prescription have enormous commercial value, Twitter can be considered one more social network among many others. However, given its specificities, it proves to be a powerful strategic communication and marketing tool. This is how it imposes itself, essentially through the ways it manages the exchange of information among users. It is these forms and twitter itself as a tool that should be analyzed here from the point of view of the communication strategy for the audiovisual. The intention of this study is not to defend the capabilities of twitter as a strategic tool, but to analyze specific cases to demonstrate the possibilities of action in the social network.