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This study analyses the correlations between data provided by the traditional citation systems on one hand and altmetrics on the other hand, related to the articles published in the journal Comunicar during five years. This journal stands out among the others in its field due to its advanced social media marketing plan. First, a presentation of the most representative aspects of altmetrics is given, according to published studies. Next, a bibliographic review is carried out on the publications dealing with the subject of the correlations and that emphasize the low correlation between citations and altmetrics. With the aim of helping researchers to understand what they involved and how they are used for their own benefit, this review is followed by a cross-metric validation study of the articles that concludes that altmetrics do not measure the authors' scientific impact, but they are significant in assessing the level of attention received by their publications in different fields and indicate the interest and the importance of using social media, especially Mendeley and Twitter, to give visibility and disseminate their scientific outputs.

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¿Las correlaciones altmétricas/métricas tradicionales se ven afectadas por los planes de marketing en medios sociales de las revistas? El caso de la revista Comunicar