The general goal of this research is to address the way in which the twenty-five first Spanish publishers in literature publication manage their social networks. For this, through the PRGS model, the weight of the main social networks (Facebook, Twitter and Instagram) in the digital marketing strategy of these Spanish publishing companies is analysed from a triple dimension: (a) the attraction of users, (b) content generation, and (c) users’ engagement to the brand. The study conducted on these twenty-five Spanish publishers concludes that Facebook is the one that generates the most fans, compared to Twitter and Instagram. Nonetheless, Twitter is the network most used to generate content. Finally, in terms of engagement, the results point out Instagram as the network where better results are obtained.

中文翻译：

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社交网络上的西班牙出版公司

本研究的总体目标是解决 25 家第一批西班牙文学出版商管理其社交网络的方式。为此，通过PRGS模型，从三个维度分析了主要社交网络（Facebook、Twitter和Instagram）在这些西班牙出版公司的数字营销策略中的权重：（a）用户吸引力，（b）内容生成，以及 (c) 用户对品牌的参与。对这 25 家西班牙出版商进行的研究得出的结论是，与 Twitter 和 Instagram 相比，Facebook 是产生最多粉丝的出版商。尽管如此，Twitter 是最常用于生成内容的网络。最后，在参与度方面，结果指出 Instagram 是获得更好结果的网络。