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espanolLas marcas politicas estan usando Twitter intensivamente durante las campanas. El objetivo de este estudio es doble: disenar un marco teorico para plantear que el uso de hashtags puede responder a una estrategia de marca; y analizar como las marcas politicas estan utilizando efectivamente los hashtags. En primer lugar, basandose en el enfoque de identidad social, este articulo3 sostiene que las marcas se estan convirtiendo en identidades sociales promulgadas a traves de las relaciones horizontales usuario-usuario. En segundo lugar, se recoge una muestra de un millon de tweets de las ultimas dos elecciones espanolas en 2015 y 2016 para analizar el tipo de hashtags publicados por los politicos y las redes sociales. Los resultados muestran que las marcas politicas utilizaron principalmente tres tipos de hashtags: hashtags del partido, de candidato y de la marca; y principalmente, interactuaron con sus propios hashtags. Esto puede ser considerado como una estrategia tradicional de identidad de marca. Sin embargo, una estrategia de comunidad de marca estaria mas alineada con la naturaleza horizontal y descendente de las redes sociales, asi como con el debate politico que hoy en dia lo abarca todo. Las marcas politicas deben fomentar un proceso de identidad de marca co-creativa para construir eficazmente los valores mas significativos de la organizacion. EnglishPolitical brands are using Twitter intensively during campaigns. The objective of this study is twofold: to build a theoretical framework to pose that the use of hashtags can be a brand strategy; and to analyze how political brands are effectively using hashtags. First, drawing on the social identity approach, this article argues that brands are becoming social identities enacted through horizontal user-to-user relationships. Second, a sample of a million tweets from the last two Spanish elections in 2015 and 2016 is collected to analyze the type of hashtags posted by politicians and the networks of interaction. Results show that political brands mainly used three types of hashtags: party, candidate and branded hashtags; and mainly interacted with their own hashtags. This can be considered as a traditional brand identity strategy. However, a brand community strategy would be more aligned with the horizontal and top-down nature of social networking sites as well as with today’s all-encompassing political debate. Political brands should foster a co-creative brand identity process to build more effectively the organization’s meaningful values.

The use of hashtags as a political branding strategy / El uso de los hashtags como una estrategia de marca política