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Social networks have become essential means of communication and have modified the concept of political communication. Social media have nowadays an increasingly important impact on election campaigns worldwide, and, therefore, the latest election processes within the Latin-American context are ideal environments for this analysis, due to both the volatility and the richness of the political-electoral competition, and their capacity to influence the exchange of political information through the different emotions of the audiences. This paper presents a systematized study of the communication that took place in social media during the first round of the 2022 Costa Rican electoral process (February 6th). The information has been collected from the data available at the Digital Media Communication Observatory of the Universidad Latina de Costa Rica, using the social listening tools Minerva Data, Kantar IBOPE Media's Adspend and Mention, with the objective of revealing the digital conversation trends in this campaign, an unprecedented electoral process with 25 presidential candidates. The reports from the Digital Communication Observatory show the evolution of the electorate's behavior in terms of interaction, sentiment, topics and voting intention, during the first round of the 2022 electoral process, as well as the general dynamics perceived in the social media and public web environments. [ABSTRACT FROM AUTHOR]

Peruvian companies, through digital tools, share their products with consumers. The research pursued the objective of identify how the digital communication of companies influences the purchasing behavior of Peruvian consumers. A virtual survey was applied to a sample of 240 consumers. Significant results: 80% use a social network; 75% look for information on digital platforms and 68% maintain communication through digital media. Conclusions: the digital communication of companies directly influences the purchasing behavior of Peruvian consumers and consumers consider the digital presence of companies to be important [ABSTRACT FROM AUTHOR]

Within journalism, social media has become a vehicle of communication that keeps the audience up to date regarding the content they publish. To manage this relationship, the figure of the community manager, a professional directly linked to studies of Information Sciences, is indispensable, especially in Journalism and Advertising. A qualitative methodology is used on the basis of Grounded Theory in 13 telephone interviews with Spanish media community managers. The data were later treated and coded with the analysis tool Atlas.ti version 8.4.3. Journalistic community managers have quite varied functions and are in constant evolution. The perception that the quality of content published on social media has more weight than results (in the form of clicks and interactions) prevails in an environment where information is consumed at high speed, and where competence is more difficult to discern. Journalism does not have to turn to social media only as simple intermediaries for official websites; it must build up a community of users interested in the media and the current topics being disseminated. Despite communicative noise, digital platforms are perceived as positive and as an effective tool for the medium, keeping the audience informed through the community manager's daily management as the voice of the medium. [ABSTRACT FROM AUTHOR]

Peruvian companies, through digital tools, share their products with consumers. The research pursued the objective of identify how the digital communication of companies influences the purchasing behavior of Peruvian consumers. A virtual survey was applied to a sample of 240 consumers. Significant results: 80% use a social network; 75% look for information on digital platforms and 68% maintain communication through digital media. Conclusions: the digital communication of companies directly influences the purchasing behavior of Peruvian consumers and consumers consider the digital presence of companies to be important. [ABSTRACT FROM AUTHOR]

This article focuses on the observation of social networks utilized by seven NGOs in Medellin-Colombia. It is a result of the research project "Colombia: NGOs, Public Relations, fundraising and post-conflict", whose objective was to describe the communicative reality of NGOs in Colombia, in order to determine whether they are prepared, at the level of public relations management, to obtain the financial resources needed to fulfill their expected role in the Colombian post-conflict. This study´s significance lies on the worldwide trend of the use of online technologies by non-governmental organizations in connecting with their target audiences. According to the results of the study, in its 2017 version, in Latin America, the average number of subscribers in NGO´s social networks ranges between 2,300, for small NGO´s, and 50,000 for large NGOs; 48% of these accept donations online; 94% have a profile on Facebook and 54% have a profile on Instagram. (Nonprofit Tech for Good, 2017) In developing this article, the researcher initially worked on building a theoretical framework that would allow a proper grounding of the results and their subsequent discussion. The five key concepts of this framework were: Communication, Non-Governmental Organizations, strategic communication, public relations and social networks. Subsequently, an observation was made with a time window of five weeks, between April and May 2018. Four criteria were considered in choosing the sample: 1. The researcher sought organizations that were affiliated to the Antioquian Federation of NGOs, since this guarantees that they are legally constituted entities, all possessing a recognized trajectory and responsibility in the fulfillment of their missions (Antioquian Federation of NGOs, 2018: 1). 2. Preference was given to NGOs based on the city of Medellín, one of the regions in Colombia with the largest number of these organizations. In addition, this allowed the researcher geographical closeness and the possibility of greater contact with the sample. 3. Focus was on NGOs that work on post-conflict issues. 4. First-floor NGOs were chosen, that is, those with direct contact with the beneficiaries of their actions. In order to collect the information, the researcher developed a matrix to record the activity that each entity developed in the networks. The characteristics of digital media were the central axis of the analysis of these publications. For this second part, four variables were taken into account: 1. Which social networks did the NGOs use? 2. What kind of content did they publish on them? 3. What was the most frequently recurring theme in these publications? And finally, 4. What where the composition parameters of the messages employed? This methodology utilized a mixture of qualitative and quantitative variables. Results allowed the researcher to show that all the organizations observed in the sample have profiles in the currently most popular social networks; however, their publications do not consider all the parameters that digital communication theory prescribes as needed for success. Among the conclusions of the study then, a low correlation was found between the theory of the strategic use of social networks, and the day-to-day practice of these organizations. [ABSTRACT FROM AUTHOR]

The use of twitter to purposes of external communication is widespread among institutions of higher education. The short messages and the free access to information have turned Twitter into the perfect channel to manage and control the reputational communication in the institutions. This research aims to describe the operation of the tool for purposes of external communication and, through analysis of the use made by Peruvian universities with more activity in these medium, details some principles that serve to promote the development of reputational communication in these educational institutions through the digital environment. [ABSTRACT FROM AUTHOR]