This work makes a systematic classification and description of digital techniques applied to the study of data produced by users in social media. The institutional actors that produce and promote them are identified, the available tools and their scope are evaluated, and examples of studies that use them are presented. It Classifies the techniques according to the place they occupy in a research sequence formed by four stages: data collection, cleaning, processing and visualization. It focuses on both textual and image processing techniques. In the first case it addresses textual analytics, network analysis and sentiment analysis, while in the second case it focuses on the visual analysis of photographs and online video. The quantitative analysis of reactions, such as likes and shares, is also addressed. In the conclusions a critical evaluation of its scopes is carried out, among which are its effectiveness for the appreciation of extensive data sets produced in the dynamic and fluid context of social media, and the possibility of identifying patterns and recurrences in them.
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