Analysis of the impact of social networks on Spanish digital native cyber-media web traffic

Abstract

The commitment of digital native cybermedia for social networks as strategic instruments to increase the volume of web traffic to their portals is based on aspects such as the consolidation of the manual semantic web or the emergence of prosumers. The main purpose of this article is to analyze to what extent it is true that these platforms contribute to in-creasing the number of visitors and whether or not the effort made by the information industry in order to be part of them is justified. This question is examined by means of the selection of a significant sample of ten of them based on the quantitative criteria of unique user monthly numbers who access their websites, using a piece of software like Simi-larWeb for the study. Likewise, a comparison is made between the impact of social networks and the impact of magni-tudes such as direct traffic or the use of search engines based on SEO positioning procedures as elements of total web traffic generation.