El impacto de las plataformas de podcast en redes sociales: Estudio de caso en las cuentas oficiales de iVoox y Anchor en Instagram, Facebook y Twitter

Purpose: The purpose of this paper is to analyze the presence and impact of the platforms specialized in the storage and diffusion of podcasts, Anchor and iVoox, on the major social networks, Facebook, Instagram and Twitter. Design / Methodology / Approach: This study is based on a quantitative methodology supported by the Fanpage Karma tool, which allows a correct monitoring and compilation of the different aspects that shape a profile on social networks and which, additionally, is applicable to the indicated platforms. The study period was from January 1, 2020 to November 15, 2020. Results: The results obtained confirm the relevance of social networks for the diffusion of podcast content, while we discovered that the social network most used by both companies is Twitter, a fact that highlights this research, since Instagram has been one of the fastest growing social networks in recent years. Limitatios / Implications: Given that the companies defined in the object of study have specific replicas in several countries, it would be interesting to make a comparative study between the impact and presence in Spain and in other countries. Originality / Contribution: Nearly 10 million users in Spain listen to podcasts, a figure that reveals the importance of this format to the Spanish audience. If we consider the nature of this type of content, i.e., consumed over the Internet, its diffusion through social networks is essential to obtain greater penetration, since in Spain, there are 26 million people who use social networks according to the latest Iab.Spain report. Consequently, studying the relationship and impact of the main podcast platforms on social networks is a topic of interest for the scientific community, while at the same time presenting an x-ray of the current panorama on this issue. Objetivo: El propósito del presente trabajo es analizar la presencia e impacto de las plataformas especializadas en el almacenaje y difusión de podcast Anchor e iVoox en las principales redes sociales, Facebook, Instagram y Twitter. Diseño/metodología/enfoque: Este estudio se basa en una metodología cuantitativa apoyada en la herramienta Fanpage Karma, que permite realizar un correcto seguimiento y recopilación de los distintos aspectos que dan forma a un perfil en redes sociales y que, adicionalmente, es aplicable a las plataformas indicadas. El periodo de estudio comprende desde el 1 de enero de 2020 al 15 de noviembre de 2020. Resultados: Los resultados obtenidos con