Impacto de la Operación Balmis en las cuentas de Facebook de las unidades militares implicadas

Abstract

La pandemia de COVID-19 ha supuesto el mayor despliegue de las Fuerzas Armadas españolas en suelo propio desde 1977. El Gobierno de España decretó el 14 de marzo de 2020 el estado de alarma y puso en marcha una misión militar de apoyo y contención donde las cuentas de las redes sociales de las unidades implicadas han ido dando cuenta de su evolución. Este estudio tiene como objetivo conocer el impacto de las publicaciones subidas por cada organismo cada día de ese estado de alarma en sus cuentas de Facebook. Se ha medido cuantitativa y cualitativamente el número de publicaciones, «likes» y comentarios hechos durante el estado de alarma tanto positivos como negativos observándose que todos los organismos han dado una cobertura muy amplia de su trabajo, que ha habido unas cuentas más «acaparadoras» que otras que y el público ha agradecido y reconocido mayoritariamente su esfuerzo.

Social Networks in Military Powers: Network and Sentiment Analysis during the COVID-19 Pandemic

“…In this sense, communication in the armed forces is highly developed and is a key element in their work related to public opinion. All communication offices belong to the cabinets of the different chiefs of staff, and therefore, their actions are considered strategic [14].…”

“…Generation Z (born in 1996 onwards) showed a preference for platforms such as Instagram and Twitter to receive and share information, images, videos, opinions, and personal experiences related to COVID-19 [47]. On the other hand, Facebook is a highly impactful social media platform with a large number of users and followers, including a wider age range than other platforms [14].…”

“…This allows for the monitoring of different channels, as well as the downloading of publications and their key performance indicators: likes, number of comments, interactions, etc. This procedure manages to resolve the technical and methodological difficulties exposed in research of a similar nature [14].…”

“…The most influential and long-standing social media platforms are Twitter, Instagram, and Facebook [14,46,47]. While all of these platforms involve dynamic interaction between users and profiles through KPIs such as likes and comments [50,51], research conducted within the same historical context indicates differential behaviors, suggesting variations in the human needs they fulfill [46].…”

“…Another international strategy aiming to protect society during this period was support operations for civilian populations through armies [12,13]. The social media accounts of these units involved reporting on the evolution of their deployment, received the support of Internet users, as well as served as a space for debate on their opinions of the situation caused by the pandemic [14].…”