The web 2.0 as a marketing and positioning tool in the Iberamerican cybermedia

Resumen

This article analyzes the various applications of the social web in the cybermedia of Latin America, Spain and Portugal. The study – based on researchon 70 online mass media, and interviews with researchers investigators, cyberjournalists and well-know authors specialised in the thematic area of thecyberjournalism - identifies the main ways in which these online media use the possibilities offered by the web 2.0. Specifically, the article deals with how the social web has turned into a tool of marketing, positioning and diffusion beyond its potential of a strictly cyberjournalistic character