Gestión de redes sociales: estudio de caso centro de educación continua CEC-Utmach, año 2021

Abstract

This research analyzes the communication tools used to manage the social media accounts of Centro de Educación Continua by Universidad Técnica de Machala, from March 29th until April 2nd, 2021; days when it was triggered, on the official digital platforms, a wave of rumors and complaints about the designation of places to the English courses of that academic department. To approach the object of research, it is proposed the use of a case study as a social research method to describe, evaluate and understand the different aspects of the investigated issue. Based on the results, from the research axis it is suggested the discussion of the different perspectives of a communication crisis, an appropriate management of it, and recommendations to handle these types of events, which could be originated in the same organization or a different one in the future; considering strategic communication as a tool to reach a satisfactory organizational development.