Main topics used in the social communication by immigration NGOs in Spain through the social network Facebook

This study's aim is to learn about the communication of Spanish immigration NGOs in their official social network, Facebook. Therefore, a content analysis of the publications made by the NGOs was performed using the software Nvivo11, to identify the main topics and categorize and subcategorize the publications. In addition, the study sought to identify the most popular topics, the ones that generated greater degree of interaction, greater number of feedback posts, and also the number of likes and comments, for each category and subcategory. The results showed NGOs focus to be centered on the geographical locations where immigration problems occur, and on the subjects that generate greater user's interest, such as immigrants problems and consequences, but also maritime environment. Moreover, findings also shown there is more interaction in positive messages, among users, than in those messages related to problems and injustices. In addition, users were found to be more reluctant to participate in discussions that required a more active and personal interaction, or a greater involvement with immigrants, such as reception, integration and participation. Lastly, findings highlight the importance of educational topics in the communication of NGOs, due to users' concern about mafias in immigration.