1. Digital strategic communication in Ecuador's public organisations Current state and future projection.
- Author
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Granda Tandazo, Carlos V., Paladines Galarza, Fanny Y., and Velásquez Benavides, Andrea V.
- Subjects
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DIGITAL communications , *SOCIAL media , *PUBLIC institutions , *COMMUNICATION & society , *TWENTY-first century , *SOCIAL history - Abstract
Introduction: This article analyses how the digital revolution has forced Ecuador's public organisations to redesign their strategies in order to promote their services and interact with citizens. Method: The study follows a non-experimental, exploratory and descriptive approach based on a questionnaire survey applied to the chief communications officers of 52 public institutions. Results: The main findings are related to the structure of the communication departments of public institutions; the stage of development of public organisations in the design of social media strategies; the social networks and resources most commonly used by public institutions; and the tools used to measure their effectiveness. Discussion: The results indicate that public organisations need to professionalise their social media management team and to elevate their relationship with citizens to a strategic level. Conclusions: It is necessary to generate a professional strategy and structure to improve the management of social media. [ABSTRACT FROM AUTHOR]
- Published
- 2016
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