Nuevas herramientas de gestión de la reputación digital

Resumo

The impact of the so-called web 2.0 in the public opinion is relatively signifier if we bear in mind the hight number of mass self-communication media that contains, blogs and social nets. Thanks to these new kind of media the self-communication appears, understood as a new medium that allows citizens, organizations and social-political movements a develop autonomously their own strategies for disseminating information, advertising, marketing and communication in general. Within this context, this paper aims to approach the new tools of communication in general and in particular, the analysis of an automatic management of the so-called media-generated conversation through social media self-communication. This tool is so-called Nostracker and has been created by three researcher from the University of Santiago de Compostela who work at the Science of Communication Faculty. It is a tool for research informatics and semantic analysis of the comments posted in digital social media, blogs and social networks. From the theory and conceptualization of the self-fields, social media, speaking media, digital reputation and new communication tools, this research will present and contrast the functioning of Nostracker on the case analysis of the evolution of online reputation of a sample of brands in digital media, blogs and social network Twitter.