Evaluación de las estrategias de comunicación institucional en Facebook del Consejo Nacional de Gobiernos Parroquiales Rurales del Ecuador en Loja durante el año 2024

Due to the growing importance of social networks in the processes of interaction with society, it is necessary to analyze the effectiveness of digital communication strategies in different organizations. In this sense, the objective of this research was directed to evaluate the communication strategy on Facebook of the National Council of Rural Parish Governments of Ecuador (Conagopare) in the Department of Loja in the year 2024. The methodology used had a mixed approach, which included the application of questionnaires and interviews with citizens and staff of the institution, in order to know the scope of the content issued by the Facebook page of Conagopare. Among the results obtained, it is found that, although Conagopare uses Facebook as a communication tool, there is significant room for improvement and that the centralized management of social networks limits the ability of local governments to respond and generate relevant content. In this framework, it is concluded that these findings suggest that local governments are centralized in terms of social network management, limiting the capacity for growth in interaction. Finally, considering these findings, it is recommended to decentralize management to provide greater autonomy to staff, as well as to provide training in the use and management of social networks to plan more strategies capable of fully exploiting their potential

• প্রধান লেখক: Torres Salinas, María de los Ángeles (author)
• বিন্যাস: bachelorThesis
• ভাষা: spa
• প্রকাশিত: 2025
• বিষয়গুলি: COMICACION; ESTRATEGIAS DE COMUNICACIÓN; REDES SOCIALES; COMUNICACIÓN DIGITAL
• অনলাইন ব্যবহার করুন: https://dspace.unl.edu.ec/jspui/handle/123456789/32393