Resumo

SIXTO GARCIA, José. Autonomous and Regulated Campaigns in Facebook: two modalities to Communicate on a Social Networ. anagramas rumbos sentidos comun. [online]. 2012, vol.11, n.21, pp.109-121. ISSN 1692-2522.

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.

Palavras-chave : Facebook; viral marketing; autonomous promotion; rules promotion.

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