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Universities in Ecuador face revolutionary change. The government has established sanctions and certain groupings in higher education. Fourteen universities were closed in 2012, and the rest were categorized A, B, C and D, with those in category A being the top universities and those in D being universities that do not meet all the requirements established by the Board of Evaluation, Accreditation and Quality Assurance in Higher Education (CEAACES). Within this framework, the research proposes to analyze the management of institutional social networks of category A, which includes Polytechnic National, EPN, Escuela Superior Politecnica del Litoral, ESPOL, and Universidad San Francisco de Quito, USFQ. Statistical analysis will review interaction and user engagement with the published content to demonstrate its reach and presence. USFQ is the university with greater presence and engagement on Facebook and Twitter and is making inroads into other networks frequently used by millennials.

In the era of digital convergence, organizations achieving a model that relates management interests and public symmetries require the construction of an image and reputation through strategic communication planning. However, this systemic approach-in which communication traverses all processes in the organization-is not a constant in Ecuadorian companies, as found an analysis of communications professionals in various companies. This article is the result of research conducted by the Observatory of Strategic Communication of Ecuador in the Universidad Tecnica Particular de Loja-Ecuador, formed in 2013 to study the professional profile of journalists in the field of internal, corporate, digital media and business as well as overall corporate social responsibility. The first year of the study has focused on identifying the current status of strategic communication in terms of professionals trained for this role, organization, functions of strategic communication in business, strategies and actions performed, and trends. The results reported in this paper have been compared with some of the results found in the European Communication Monitor 2014. Both in Europe and in Ecuador, the trend of using technologies for the various tasks and activities in the area of communication increases. It is then necessary to find a common platform for dialogue and contributions toward the same goal: to reach an approach that is balanced in a symmetric relationship with people.

The phenomenon of social networking is changing the way we interact and spending our free time. In social networks we are constantly seeking contact with people and institutions to be dealing, maintain old friends, catch up with others, meet new people or even find work. In our particular we analyze the evolution of social networks in a private university in Ecuador, the Universidad Tecnica Particular de Loja. The results have been continued increases in followers on Facebook and Twitter accounts UTPL. © 2015 AISTI.

Los cambios en las audiencias y en los usos y consumos de medios de comunicación de los jóvenes, debido al contexto mediático, hacen que las organizaciones repiensen y redistribuyan sus estrategias de comunicación. La modificación de dichas estrategias requiere comprender la evolución de los medios y como las audiencias han migrado a los entornos digitales. El consumidor ahora es Prosumidor, es decir genera contenidos como resultado de la interacción con los medios; este aspecto es fundamental al replantear la manera de educar, comunicar, vivir, etc. El presente trabajo describe una investigación realizada a jóvenes universitarios de la modalidad abierta y a distancia de la Universidad Técnica Particular de Loja-Ecuador respecto a su forma de aceptar la publicidad emitida por la institución en medios tradicionales y en medios digitales, además describe y analiza el consumo de medios de estos jóvenes y como Internet a cambiado sustancialmente las estrategias de comunicación planteadas desde un área específica.