La eficacia de la comunicación de las organizaciones del Tercer Sector en los vídeos emitidos a través de YouTube

Abstract

The social networks are used to communicate social change goals. Our aim is to reflect on the value provided by the video contents shared in YouTube by non-profit sector organizations to predict their viral effectiveness. Based on the predictive content analysis model a profiled sample of the most representative messages shared has been defined to measure the potential effectiveness of each of them according to the results of analyzing the reception. The combination of the results of both analyses allows identifying some factors that shall be considered indicators of the virality effectiveness.