Local press strategies of journalistic communication for Social Media publishing: Grupo Joly Action Plan

The interaction of the Press with readers has historically limited itself to publishing a daily selection of their letters to the Editor. With the expansion of social networks, with more strength and transformative impact than the web itself, the newspapers begin to assume the challenge of publishing and managing the content taking advantage of the characteristics of the new media and their potentialities. Companies have been debating between ignoring the new media ecosystem or adapting themselves by simply replicating printed content. However, the multiple crises that have shaken the last sector have forced to activate specific training plans, implement technological developments according to the needs and respond to the demands of users with an inescapable goal of survival. Grupo Joly, a leading journalistic company in Andalusia, is an example of how local and regional Press has to innovate by designing specific action programs. This is the case here developed from the experience of the nine newspapers of the group and the specific action plan that has been launched in the last year in Diario de Sevilla (October 2016-June 2017) as a pilot project exportable to the rest of the newspapers.