Campa？as de promoción autónoma y de promoción reglada en Facebook: dos modalidades para comunicar en red social

in this article, the evolution of facebook audiences is analyzed until its consolidations as the most important social networks of the world, with more than 700 million users; on the other hand, through the analysis of content and the monitoring of media, all communicative possibilities which allow this network for interaction among different audiences are described. the most outstanding fact of this research is that through the participating observation, all mechanisms offered by the network for implementing marketing campaigns in the network are classified. the results identify two different possibilities: autonomous promotion based on the viral marketing and the ones of ruled promotion which suppose a payment by the customers.