Análisis de la reputación OnLine del GADM Riobamba. 2021.

The research work aims to establish the level of reputation that the GADM of Riobamba has in the digital aspect, the "online" in 2021. Under the administration of Napoleon Cadena as mayor. The team in charge of the communication of this institution has been managed in a particular way through the creation of communicational contents. The research is based on the analysis of the results of the content matrix and interviews with communication experts. Applying the analytical method, the research question will be answered by preparing and displaying accurate, hypothetical, and methodological data. Out of a total of 1350 publications in the study period, 309 publications were taken to be analyzed by applying the corresponding formula. Three professionals in the field of digital and organizational communication were interviewed and mentioned the importance of good management of institutional communication for the creation of a solid image and a positive reputation. Finally, as a proposal it was decided to create a strategy manual for strengthening the online reputation of the Municipal Decentralized Autonomous Government of Riobamba, with the aim of establishing a guide that responds to the efficient use of platforms and social networks as a means of disseminating messages that communicate the government's management. This work will allow the contents developed in communication to be directed to different audiences in a precise manner.

• Main Author: Flores Moreno, Isaac Richard (author)
• Format: bachelorThesis
• Language: spa
• Published: 2023
• Subjects: Reputación Online; Redes Sociales; GADM Riobamba; Facebook; Contenidos
• Online Access: http://dspace.unach.edu.ec/handle/51000/11069