Diagnóstico sobre el manejo de la comunicación digital externa en redes sociales (Facebook, y Twitter) en las campañas digitales del año 2017 realizadas por la Alcaldía de Cuenca

Abstract

This research, we aimed to diagnose the management of external digital communication of the social networks like Facebook and Twitter of the Mayoralty of Cuenca based in the campaigns realized in the year 2017, for which it has been executed in the first place a bibliographic review about theories and communicational concepts. The City Hall of Cuenca, being a public institution, must manage the communication channels in the best way to be able to inform about their works, events and activities, so social networks such as Facebook and Twitter have become an essential channel for it. Through the interview tool it was possible to obtain information about the campaigns carry out by the mayors office. With the information obtained in the bibliographic review, a qualitative and quantitative investigation was carried out in which the content analysis tool was used to select, analyze and record the data obtained and diagnose how these networks are being managed and take conclusions based on their content in which are the campaigns carried out in that period.