The communication strategy developed on Twitter to promote a mockumentary: Operación Palace

Abstract

Method. The activity of six Twitter accounts that promoted the TV programme was monitored for two weeks: the one prior to the broadcast and the one after. Results. The activity of these accounts was very uneven; the accounts of TV Presenter Évole and the TV programme stood out as the most active. Discussion and conclusions. Although Twitter could be used to establish a dialogue between the programme and its public, the analysis allows us to conclude that, with the exception of Évole's account, most accounts did not establish this dialogue with their Twitter followers. Moreover, these accounts contributed to the confusion of the audience during the promotion of the mockumentary.

Analysis of the most discussed television programs on Twitter and their relationship with the tradicional audience in Spain

“…Second, González-Neira & Quintas-Froufe (2014), studying only 5 days and one time slot, conclude that the relationship between both audiences does not exist because they found relations such as what we have just pointed out about the award ceremonies. Third, in other studies, Quintas-Froufe et al (2015) detect a strong relationship between the success of the mockumentary "Operacion Palace", which held first place on Twitter, and the success of the television program, but this time their exceptional nature is noted. Fourth, as seen in our sample, it was discovered that one single television program can be a huge hit on Twitter along with real audiences.…”