Analysis of the presence of the Rocio brotherhoods in the social networks

Fraternities and brotherhoods, as public associations of the faithful within the Catholic Church, also have the need to communicate and maintain contact with members of the brotherhoods and their followers, like any other institution or collective. They have achieved these objectives through various printed publications to date and, furthermore, in recent years thanks to the different 2.0 platforms. In this sense, the Rocio brotherhoods are a good example, having a large number of followers and a great participation in social media, although not always correctly or based on a communication strategy. Therefore, this article aims to examine the presence and try to understand the use of social networks in these religious corporations.