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Social networks provide companies and brands with a more direct communication and facilitate greater interactivity with their audiences. Through a content analysis of the Twitter profiles of the golf clubs of the Community of Madrid, we examine whether their nature —public, private or commercial— influences how these networks are managed. It is concluded that the nature of the club accounts for differences in the communication strategies: in the private and public clubs, the informative messages predominate, whereas in those emitted by the commercial clubs, there is a prevalence of strategies linked to marketing.

Estrategias de gestión de los clubes de golf de la Comunidad de Madrid en Twitter