Elaboración de un plan de comunicación digital para las redes sociales de la gobernación de la provincia de El Oro.

Abstract

The following research paper compiles information from several Social Networks that were selected according to their popularity among Ecuadorians, each Social Network was characterized according to its functions, and finally the specific audience that predominates in each of these was identified. The objective of the research was to analyze the use of Social Networks in the Government of the Province of El Oro to communicate to citizens, and thus be able to propose a Digital Communication Plan proposal, for that it was necessary to know all the digital part, its channels, the appropriate type of message and the public that predominates in each of these channels. Interviews were conducted with specialists in the area of Digital Communication on the objective and benefits of developing a Digital Communication Plan, their responses served to design a proposal focused on highlighting the image of the institution, generating traffic and better interaction with the user in Networks Social. A closed interview was also conducted with the Communication Analyst of the Government of the Province of El Oro, which helped to contrast the investigation and obtain a diagnosis of the use that is given to the Social Networks. The investigation concludes that the Government of the Province of El Oro loses visibility in the middle, since it focuses on making publications constantly on its main Social Networks (Facebook and Twitter), leaving aside its other Social Networks (YouTube and Instagram).