Análisis del uso de las redes sociales del GADM El Guabo como herramienta de la comunicación externa en sus habitantes.

Abstract

The Municipal Decentralized Autonomous Government of the Canton of El Guabo is a government agency with political, administrative and financial autonomy, who has as its primary objective to satisfy the collective needs of its inhabitants, trying to enhance the quality of life of society, through the appropriate use of resources and information technologies. The constant digital evolution has motivated essential changes in institutional communication, therefore, the present degree work has as a general objective, to analyze the current state and use of social networks of the Municipal Decentralized Autonomous Government of the Canton El Guabo, as tools for managing external communication with its inhabitants in the period from January to June 2021. This research has three specific objectives, to diagnose the use of social networks as a management tool in the external communication of the GADM of El Guabo, to analyze the perception of citizens about the management of content and information in the social networks of the GADM El Guabo and to propose a digital communication plan for social networks. For the collection of information, the methodology was used with a mixed qualitative and quantitative approach, with a descriptive scope in a sample composed of 381 inhabitants of the El Guabo Canton, and the observation and analysis of the actions of the DIRCOM of the GADM was also carried out through a diagnosis of the institutional social networks, during the established time. The type of research that most fit the objectives was descriptive, through it, the proposed variables are analyzed and verified. In addition, documentary research was used for the search and interpretation of related concepts. In the first phase of this process, exploratory research will be carried out, resorting to a non-experimental design applied in a transversal way, with the essential information from the established variables. Finally, 5 interviews were conducted with experts, 2 of them are part of DIRCOM of GADM El Guabo and three are experts in digital communication and management in social networks in GADS, in addition an analysis of GADS counterparts with a higher level of notoriety was carried out, in order to create a digital communication plan in social networks for the correct management of external communication of GADM El Guabo. The results obtained using the different methodologies applied, showed that GADM of the Canton of El Guabo, uses the social networks of the current mayor (Facebook and Instagram) as management tools in external communication with its inhabitants, being Facebook the main channel of information, for the dissemination of content mostly of images and videos about the activities carried out, all this with a unidirectional approach, missing the digital presence in other social networks. The inhabitants believe that the management in social networks by the GADM, is carried out for informational and political purposes, so it is determined that it would be good for the information to be transmitted through the institutional accounts and not exclusively by the account of the current mayor. Therefore, a digital communication plan was carried out in social networks referring to the data obtained in the present research, in order to carry out an adequate management of external communication.