Estrategias de comunicación digital para el Gobierno Autónomo Descentralizado Municipal del cantón Chimbo, provincia de Bolívar.

Abstract

The objective of this research was to develop digital communication strategies for the Autonomous Decentralized Government of Canton Chimbo, Province of Bolivar, as a fundamental tool that allows to improve communication with its internal and external public directed and structured to provide means, instruments, social pages that allow to emit information truthful, authentic, timely, guaranteeing efficiency and credibility in the communication for being a public institution, which constantly seeks the improvement, satisfaction, transparency in ideas, images, news, comments, suggestions and messages to be transmitted. One of the existing problems was that the communication arrives inopportunely, it is handled by vertical processes, it does not reach the whole canton causing discomfort and disagreement. For the development of the research a diagnosis was made of the current situation of the municipality through the fieldwork, additionally, it was applied to some interviews with structured questions to the mayor, councilors, departmental heads (internal public), supporting on a Focus Group to the inhabitants of the Canton (external public) which in turn helped to define the processes and strategies for solving the problem. It was demonstrated that in the results of the interview and focus group, both managers and employees handle the information informally, they are mostly unaware that they are digital communication tools, the external publics are not informed in a timely manner to participate in events, developed activities by the institution. It is concluded that there is weakness in the internal and external communication of the Municipal Government for not having structured means of digital communication. So, it is recommended to use current communicative means such as social media marketing that allows establishing an effective, addressed, fast, and immediate communication that the usual means, in the same way it is easy to access capable of being adapted for any person.