The growing prominence of network users in the production and dissemination of news and opinion content, outside the established media, is an emerging global phenomenon that casts light and shadow on the professional identity of journalists and the social function of the press.

On the tenth anniversary of its publication, the book The Blogging Revolution remains relevant because it was not intended as a technical text and despite the fact that at the time the social media era was just beginning. Here are two excerpts from the book that address the relationship between blogs and media from speech.

The texts that I have collected, edited and arranged here were originally published as columns in the blogs on digital media that I wrote for the Spanish portal ABC.es and the Argentinean Infobae.com between 2011 and 2013. They are a homogeneous set of reflections, learnings and observations that have as a common thread the concern for change in the media.

Those with a romantic view of innovation and creativity may be surprised, or outraged, that a technological tool that only allows messages containing up to 140 characters to be exchanged has become one of the most powerful means of speech in history. Twitter, the social network created in 2006, has revolutionised the way people communicate and the way information is transmitted, to the extent that it has been core topic in political uprisings such as the Egyptian uprising. In Twitter World, Professor José Luis Orihuela explains all the secrets of this phenomenon, which already has more than 200 million users worldwide and disseminates more than 130 million messages a day. With this book, a guide both for those who are already on Twitter and for those who have not yet launched their first tweet, you can learn the keys to writing in 140 characters, and discover how you can use it in the professional world to carry out online marketing actions. It also includes a list of the best 140 tweeters in each field and a selection of the best tweets.

Internet infrastructure, social networks and mobile devices constitute the technological tripod on which the new information ecosystem of hyperconnectivity is based. Hyperconnected citizens have established new ways of relating to information, the media and power, and have become social actors in processes that, until now, were managed by institutional mediators.

The Internet's infrastructure, social average and mobile devices make up the technological tripod upon which the new information ecosystem of hyperconnectivity is supported. Hyperconnected citizens on their part have developed new ways to interact with information, average and power, establishing themselves as social actors in processes that, up until today, have been under the control of institutional mediators.

his chapter will explore how average companies can use social networks for selling their products and services. We will suggest that the Web 2.0 is an efficient way to create and protect brand recognition, but it cannot be used as a substitutive of traditional marketing channels. First of all, we will analyze the nature of social networks: what are the reasons for their success, what are their competitive advantages and how they built entry barriers. Then, we will look at the expectations of networks' members, considering different typologies: frequent users vs. occasional users, ¿focused¿ networks vs. non specialized networks, young audiences vs. old audiences¿ After that, we will study how some of the most innovative companies are using social networks as a new option of their marketing mix. We will pay attention to cases of success but we also describe some failures and we will try to understand the reasons for those different results. Finally, we will show how average companies can make an efficient use of the most popular social networks to foster the value of their brands and also to avoid a possible spiral of negative opinions from unhappy consumers. We will use descriptive and qualitative methods, including in-depth interviews with managers of companies.