Personal Branding and Communication 2.0 of Iberoamerica Presidents

Digital influence has revolutionized the way we communicate and relate to each other, impacting the political arena. In this new scenario, the personal brand has become an invaluable asset for politicians to differentiate themselves and build their image and reputation using various digital platforms that allow them to reach a global audience and interact through a 2.0 communication understood as bidirectional, close and interactive. This exploratory study, implementing a quantitative methodology, analyzes the construction of the personal brand of Iberoamerica presidents on Facebook and Instagram and its strengthening by managing a 2.0 communication, the results determine that the political communication 2.0 is insipient in the region and that the main political leaders still do not build their personal brand and maintain social networks to inform in a traditional way.