05. DIAloGuE AnD communIcATIon wITh STAkEholDERS AnnuAl REPoRT 2011 Registration is essential for PRISA strategy in the digital environment. In 2010 the registered user base grew by 61%. Integration with social media, coupled with our international expansion, will multiply the PRISA database by a factor of 2.5 in 2011. Social networks and blogs open a new space for participation and interaction with our users and customers. PRISA has more than 800,000 followers on Facebook, the same amount on Twitter and more than 60,000 fans on Tuenti. Each item shared / published receives an average of 4 comments “likes” / “I like it.” blogs. Also, users can chat among themselves and with our program presenters via applications embedded in radio media players. Thanks to these multiple initiatives and the establishment of global policies on our presence in and the use of social networking tools, PRISA Radio is guaranteed a direct line of communication with its listeners and users, thus generating customer loyalty and expansion of the brand’s presence via viral messages. listeners and users, in turn, are offered multiple ways to participate and communicate, either via SmS, chats, forums, reviews associated with content and pages on Facebook and Tuenti. Every day thousands of users share their views, needs and opinions on the different products, helping us to develop products with greater appeal for different markets. PRISA TV Increasingly, traditional forms of interaction (customer service telephone lines) are being joined by new ways of interacting via digital media (web, social networks, etc.). If we are to improve our products, it is vital that we take the daily pulse of our users. Through social networking sites, PRISA TV seeks to get closer to its users, both to let them share content, participate in contests, product launches and so on, as well as to consolidate our brand image among users and attract new followers. our channels and platform have accounts on all major social networks, including Twitter and Facebook, and we are in constant dialogue with users. many canal+ journalists and commentators have profiles on Twitter, where they have gained a significant following (Julio maldonado 61,400, carlos martínez 34,000, Juanma castaño 51,000). our presence thus grows organically on the social networks. Santillana Digital transformation is generating a flood of content and media that takes us way beyond the traditional relationship between publisher and reader. Thanks to e-books authors can be present anywhere, on any device and in any format. Social networks offer a new way of communicating and selling Initiatives of our companies PRISA News During 2010, El País has embarked on a digital transformation aimed at bringing the newspaper closer to its readers. new chat channels have been launched on current affairs and topics of general interest, such as ESkuP, a social network site open to other platforms (Twitter, Facebook), which enables journalists and readers to interact. Journalists have also been trained in the use of social networks to find, discuss, and disseminate their work, thus promoting their professional and personal brand, as well as that of the newspaper. within this strategy of opening up the newspaper, we should highlight the appointment of the first social media manager, Ana Alfageme, who will foster the participation of journalists and the role increasingly played by readers in the product . PRISA Radio In the fiscal year 2010, our structures have been modified in order to integrate digital and traditional operations, in all countries, at all levels and in all areas ( content, marketing, etc.), Audiences are up, mobile phone products have performed well and there has been exceptional growth in the number of registered users. All editorial and production teams at PRISA Radio -journalists and presenters alike- are connected with social network users. our brands have official pages and profiles on all major platforms via cross-posting from 74