Análisis de las comunicaciones en Twitter de las Fuerzas Armadas y Cuerpos de Seguridad: un modelo empírico
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Resumen: Las redes sociales se han convertido en uno de los canales de comunicación más usados por todo tipo de organizaciones, incluyendo las de seguridad y defensa. Concretamente, este trabajo se centra en la utilización de Twitter por parte de las Fuerzas Armadas españolas y los Cuerpos de Seguridad del Estado, tratando de analizar los factores que influyen en el engagement de sus tweets. Para ello, se propone un modelo empírico que, sobre una muestra de 14.540 tweets, permite explicar cuál es el rol de una serie de variables que miden los diferentes atributos de tipo racional y emocional presentes en sus comunicaciones. Estas variables se identifican mediante una combinación de técnicas que incluyen el uso del lenguaje Python y VBA. Posteriormente, con IBM SPSS se procede a la estimación de un modelo logit que muestra el efecto de cada una de las variables consideradas sobre la probabilidad de que un tweet genere mayor o menor engagement. Los resultados muestran que los seguidores de las cuentas de carácter militar, tal como la del Ejército de Tierra, suelen interactuar más que los usuarios del resto de cuentas examinadas, a pesar de que tienen un menor número total de seguidores que las cuentas de los cuerpos policiales. Además, los resultados confirman la importancia tanto de utilizar estímulos racionales como emocionales para que un mensaje sea efectivo. En particular, se recomienda que la información esté sustentada en la utilización de elementos como hipervínculos, emojis, fotografías y alusiones a temas que apelen a las emociones de los individuos como, por ejemplo, el patriotismo.
Abstract: Social networks have become a major communication channel for organizations, including those focused on security and defense. This article specifically examines how the Spanish Armed Forces and State Security Forces communicate on Twitter, with the aim of analyzing the factors that influence engagement with their tweets. A model validated with a sample of 14,540 tweets shows the role that a series of variables related to rational and emotional communication attributes has. These variables are estimated utilizing techniques such as Python and VBA. Subsequently, a logistic model using IBM SSPS estimates the effect of each variable on the probability that a tweet will lead to more or less engagement. The results show that followers of military accounts, such as the Army, tend to have higher rates of interaction than followers of other accounts, even though military accounts have fewer total followers than police accounts. Furthermore, the results confirm the importance of using both rational and emotional stimuli for a message to be effective. To increase engagement, information provided by organizations should use elements such as hyperlinks, emojis, and photographs, and refer to topics that appeal to individuals’ emotions, such as patriotism.
Abstract: Social networks have become a major communication channel for organizations, including those focused on security and defense. This article specifically examines how the Spanish Armed Forces and State Security Forces communicate on Twitter, with the aim of analyzing the factors that influence engagement with their tweets. A model validated with a sample of 14,540 tweets shows the role that a series of variables related to rational and emotional communication attributes has. These variables are estimated utilizing techniques such as Python and VBA. Subsequently, a logistic model using IBM SSPS estimates the effect of each variable on the probability that a tweet will lead to more or less engagement. The results show that followers of military accounts, such as the Army, tend to have higher rates of interaction than followers of other accounts, even though military accounts have fewer total followers than police accounts. Furthermore, the results confirm the importance of using both rational and emotional stimuli for a message to be effective. To increase engagement, information provided by organizations should use elements such as hyperlinks, emojis, and photographs, and refer to topics that appeal to individuals’ emotions, such as patriotism.