Social networks, politics and Commitment 2.0: Spanish MPs on Facebook

In a technologically and sociologically advanced society, the organizations that do not use the new media and the cyber communication techniques are probably doomed to failure. In this virtual sphere the social networks constitute a suitable resource and channel for the implementation of political marketing 2.0, as it provides a scenario where the interaction with users is possible. From this perspective, we verified their presence of the 350 members of the Spanish Congress on Facebook, the country’s most popular social network, in order to establish the predominant typologies, updating frequency, contents, resources, and the types of information posted in this spaces.This article also examines the interactivity of MPs in what we have termed Commitment 2.0: political communication in personal contexts such as social networks requires going from the participatory attitude to the participatory action; that is, to accept the interaction 2.0 as the correct behaviour on the network.