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In the digital age, companies in pursuit of their interests have been forced to adapt to Communication and Information Technologies, making use of digital media to guarantee their validity. In this context, this study was born, with the objective of analyzing the management of strategic communication 2.0 developed by the main companies in the Telecommunications sector in Ecuador. This research is developed in three stages: the first, applies the bibliographic review to conceptualize and contextualize the evolution of digital communication in the country and in the investigated sector; the second seeks to describe the process of digital communication, through the analysis of the social network Facebook, to achieve this, metrics and Web analytics tools are incorporated; in the third, the communication management 2.0 is analyzed qualitatively. from in-depth interviews with experts in the area. Finally, a triangulation of information is developed that allows to describe communication 2.0. and the challenges of the new digital environment. [ABSTRACT FROM AUTHOR]

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]