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Uso de redes sociales como estrategia comunicacional de la UTB durante la pandemia
| dc.contributor.advisor | Montecé Mosquera, Franklin | |
| dc.contributor.author | Carrillo de la Cuadra, Yaritza Juleyka | |
| dc.date.accessioned | 2020-10-14T17:59:53Z | |
| dc.date.available | 2020-10-14T17:59:53Z | |
| dc.date.issued | 2020 | |
| dc.identifier.uri | http://dspace.utb.edu.ec/handle/49000/8781 | |
| dc.description | Actually, we observe how technological tools and social networks are a great help not only for entertainment, but have become channels of information in a personal and organizational way, for this reason this research project seeks to analyze social networks as a communication strategy oof Universidad Técnica de Babahoyo (UTB) during the pandemic, specifically, the methodology used in digital platforms with the official accounts of this public entity such as Facebook (with much greater audience), Instagram, Twitter and YouTube, to achieve Objectives in this study case, the qualitative methodology was used under the descriptive method, where in addition, the head of the communication area was interviewed, and she shared relevant and important information that reveals the approach of the information issued, the target audience, strategies, the alliances with other media, the social aid services that were able to be provided and with all this the results obtained by the successful dissemination of content from an institutional and academic perspective during the health emergency that, until the closure of this research, still affects the Ecuadorian country. | es_ES |
| dc.description | Actually, we observe how technological tools and social networks are a great help not only for entertainment, but have become channels of information in a personal and organizational way, for this reason this research project seeks to analyze social networks as a communication strategy oof Universidad Técnica de Babahoyo (UTB) during the pandemic, specifically, the methodology used in digital platforms with the official accounts of this public entity such as Facebook (with much greater audience), Instagram, Twitter and YouTube, to achieve Objectives in this study case, the qualitative methodology was used under the descriptive method, where in addition, the head of the communication area was interviewed, and she shared relevant and important information that reveals the approach of the information issued, the target audience, strategies, the alliances with other media, the social aid services that were able to be provided and with all this the results obtained by the successful dissemination of content from an institutional and academic perspective during the health emergency that, until the closure of this research, still affects the Ecuadorian country. | es_ES |
| dc.description.abstract | En la actualidad observamos cómo las herramientas tecnológicas y las redes sociales sirven de gran ayuda no sólo para el entretenimiento, sino que se han convertido en canales de información de manera personal y organizacional por tal motivo este proyecto investigativo busca analizar las redes sociales como estrategia comunicacional de la Universidad Técnica de Babahoyo (UTB) durante la pandemia, es decir, la metodología usada en las plataformas digitales con las cuentas oficiales de la entidad pública tales como Facebook (con mucho mayor alcance) Instagram, Twitter y Youtube, para el logro de objetivos de este estudio de caso se utilizó la metodología cualitativa bajo el método descriptivo, en donde además, se entrevistó a la cabeza principal de la Dirección de Comunicación de la Institución de Educación Superior quien compartió información relevante e importante que nos da a conocer el enfoque de la información emitida, el público objetivo, las estrategias utilizadas, las alianzas creadas con otros medios de comunicación, los servicios de ayuda social que se lograron prestar y con todo esto los resultados obtenidos por la acertada difusión de contenidos desde una perspectiva institucional y académica durante la emergencia sanitaria que hasta el cierre de esta investigación, aqueja aún al país ecuatoriano. | es_ES |
| dc.format.extent | 28 p. | es_ES |
| dc.language.iso | es | es_ES |
| dc.publisher | BABAHOYO: UTB, 2020 | es_ES |
| dc.rights | Atribución-NoComercial-SinDerivadas 3.0 Ecuador | * |
| dc.rights.uri | http://creativecommons.org/licenses/by-nc-nd/3.0/ec/ | * |
| dc.subject | Redes sociales | es_ES |
| dc.subject | Información | es_ES |
| dc.subject | Comunicación institucional | es_ES |
| dc.subject | Comunicación estratégica | es_ES |
| dc.title | Uso de redes sociales como estrategia comunicacional de la UTB durante la pandemia | es_ES |
| dc.type | bachelorThesis | es_ES |
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