Abstract
Social networks represent a change in the landscape of Communication for Spanish organizations today. Many of them are managing advertising and Public Relations campaigns to achieve communicative goals scored. Conducting analysis of the content of messages in social platforms, taking samples of the organizations that form this research during six months, the landscape of personalized Communication in Spain will be defined. And through a survey to a community that takes part of the sample, we will obtain data about the users of these social networks. The absence of personalized messages was confirmed by appreciating just a simple loyalty with archaic techniques that do not have the same effects.
Keywords
Social networks; Social Media; Public Relations; Personalization
