Facebook Live como estrategia de participación ciudadana en la Emisora Voces Rovirenses de Málaga (Santander).

Abstract

Content marketing is part of the diffusion strategies of the Voces Rovirenses Station and involves various channels that allow the participation of audiences through messages, and a dialogue that moves through interactions that occur with the implementation of a strategy. like Facebook Live; In this sense, the Voces Rovirenses station, being commercial in nature, has a global reach, which allows it to satisfy the needs and tastes of users. The use of technology demanded by Facebook Live is supported by the management of live broadcasts, which allows the circulation of information in channels that are easy to access for listeners, hence the importance of this platform that enables action and interaction between users and content producers. By using Facebook Live as a citizen participation strategy on the Voces Rovirenses radio station, brands can create attractive and relevant publications. This allows them to engage users in meaningful conversations, generate comments, get likes, and build an active and engaged online community. This interaction not only increases brand visibility but also strengthens emotional ties with consumers, leading to greater long-term loyalty and retention.