{"id":1086,"date":"2026-04-26T18:05:41","date_gmt":"2026-04-26T18:05:41","guid":{"rendered":"https:\/\/xerpastudio.com\/?p=1086"},"modified":"2026-04-26T18:10:18","modified_gmt":"2026-04-26T18:10:18","slug":"por-que-as-compro-post-united-el-caso-ue-cornella","status":"publish","type":"post","link":"https:\/\/xerpastudio.com\/cat\/por-que-as-compro-post-united-el-caso-ue-cornella\/","title":{"rendered":"Per qu\u00e8 AS va comprar Post United? El cas Cornell\u00e0"},"content":{"rendered":"<h2 class=\"wp-block-heading\">An\u00e0lisi comparativa sobre la mateixa publicaci\u00f3 de l'AS i Post United a Instagram , amb resultats totalment diferents.<\/h2>\n\n\n<p><span style=\"font-weight: 400;\">La setmana passada es va anunciar la compra de la plataforma social de futbol Post United per part de l'AS (Grup Prisa). Per\u00f2 m\u00e9s enll\u00e0 de la seva base de seguidors (m\u00e9s de 14 milions de followers en diferents xarxes), crec que tamb\u00e9 van comprar una manera de fer i d'entendre els continguts. L'exemple de l'anunci del fitxatge de Leo Messi per l'UE Cornell\u00e0 ens pot servir per entendre-ho.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Tots els mitjans van publicar la mateixa not\u00edcia aproximadament a la mateixa hora, perqu\u00e8 ning\u00fa en va tenir l'exclusiva (les captures adjuntes s\u00f3n de dues hores despr\u00e9s de l'anunci). I si la not\u00edcia \u00e9s la mateixa, per qu\u00e8 les dades d'engatjament (engagement) s\u00f3n brutalment diferents? \u00c9s cert que la comunitat de Post United a Instagram (2,3 M) dobla la de l'AS (1,2 M), per\u00f2 les dades d'interacci\u00f3 dibuixen una dist\u00e0ncia desproporcionada.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Al meu entendre, la difer\u00e8ncia rau a entendre la plataforma i el format del contingut. No \u00e9s qu\u00e8 expliques, sin\u00f3 com ho empaquetes. Com a mitj\u00e0 tradicional (legacy media) del m\u00f3n de l'esport, l'AS explica una not\u00edcia; Post United explica una experi\u00e8ncia de consum que vol generar conversa. Crec que \u00e9s un exemple clar de cultura informativa vs. cultura digital.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">I, qu\u00e8 va fer Post United de manera diferent?<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Clickbait visual: En lloc d'una foto d'arxiu gen\u00e8rica, Post United utilitza un muntatge visual (edit) que simula una presentaci\u00f3 oficial. El cervell de l'usuari s'atura perqu\u00e8 \"sembla real\". El repte aqu\u00ed no \u00e9s nom\u00e9s la creaci\u00f3 de la imatge, sin\u00f3 tenir la capacitat d'actuar r\u00e0pid. En les darreres hores (breaking news), qui arriba primer, arriba dues vegades.\n<p><\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">A m\u00e9s del t\u00edtol informatiu, afegeix un subt\u00edtol explicatiu de context i els logotips del Cornell\u00e0 i la marca Messi.\n<p><\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Carrusel: A m\u00e9s de la foto inicial, Post United inclou una altra imatge en format carrusel, fet que genera interacci\u00f3 i ret\u00e9 m\u00e9s l'usuari.\n<p><\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">M\u00fasica: L'\u00e0udio afegeix una capa de contingut que ressalta la informaci\u00f3 i la complementa.\n<p><\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">En un m\u00f3n saturat d'informaci\u00f3, el format tamb\u00e9 \u00e9s el missatge. I aqu\u00ed, la cultura digital guanya clarament terreny a la cultura informativa.\u00a0<\/span><\/p>","protected":false},"excerpt":{"rendered":"<p>An\u00e1lisis comparativo sobre la misma publicaci\u00f3n\u00a0de AS y Post United en Instagram, con resultados totalmente distintos. La semana pasada se anunci\u00f3 la compra de la plataforma social de futbol Post United, por parte de AS (grupo Prisa). Pero m\u00e1s all\u00e1 de su fan base (m\u00e1s de 14M de followers en distintas redes) creo que tambi\u00e9n [&hellip;]<\/p>\n","protected":false},"author":654,"featured_media":1087,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[21,19,15,1],"tags":[],"class_list":["post-1086","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-estrategia-digital","category-instagram","category-redes-sociales","category-uncategorized"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>\u00bfPor qu\u00e9 AS compr\u00f3 Post United? El caso Cornell\u00e0<\/title>\n<meta name=\"description\" content=\"La semana pasada se anunci\u00f3 la compra de la plataforma social de futbol Post United, por parte de AS (grupo Prisa). Pero m\u00e1s all\u00e1 de su fan base (m\u00e1s de 14M de followers en distintas redes) creo que tambi\u00e9n compr\u00f3 una manera de hacer y de entender los contenidos. El ejemplo del anuncio de la compra de Leo Messi del UE Cornell\u00e0 nos puede servir para entenderlo.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/xerpastudio.com\/cat\/por-que-as-compro-post-united-el-caso-ue-cornella\/\" \/>\n<meta property=\"og:locale\" content=\"ca_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"\u00bfPor qu\u00e9 AS compr\u00f3 Post United? El caso Cornell\u00e0\" \/>\n<meta property=\"og:description\" content=\"La semana pasada se anunci\u00f3 la compra de la plataforma social de futbol Post United, por parte de AS (grupo Prisa). Pero m\u00e1s all\u00e1 de su fan base (m\u00e1s de 14M de followers en distintas redes) creo que tambi\u00e9n compr\u00f3 una manera de hacer y de entender los contenidos. 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El cas Cornell\u00e0","isPartOf":{"@id":"https:\/\/xerpastudio.com\/#website"},"primaryImageOfPage":{"@id":"https:\/\/xerpastudio.com\/por-que-as-compro-post-united-el-caso-ue-cornella\/#primaryimage"},"image":{"@id":"https:\/\/xerpastudio.com\/por-que-as-compro-post-united-el-caso-ue-cornella\/#primaryimage"},"thumbnailUrl":"https:\/\/xerpastudio.com\/wp-content\/uploads\/2026\/04\/Captura-de-pantalla-2026-04-17-102849.png","datePublished":"2026-04-26T18:05:41+00:00","dateModified":"2026-04-26T18:10:18+00:00","description":"La setmana passada es va anunciar la compra de la plataforma social de futbol Post United per part de l'AS (Grup Prisa). Per\u00f2 m\u00e9s enll\u00e0 de la seva base de seguidors (m\u00e9s de 14 milions de followers en diferents xarxes), crec que tamb\u00e9 van comprar una manera de fer i d'entendre els continguts. 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