Gestión de la comunicación digital en las organizaciones privadas del Ecuador: usos y retos

Abstract

This research is based on the need to know the management of digital communication in private organizations of Ecuador, with the main author responsible for managing social networks, since it keeps the role of generating multimedia content and participation through feedback. The research methodology was established under the application of the quantitative method, this work has a total of 64 surveys answered by organizations. Among the key findings it found that private organizations are in a learning stage and making digital strategy, due to ignorance on how to potentiate and boost digital platforms maintained by each organization; many of these have a presence in social networks, without observing a constant activity usurious feedback, this is due to the lack of existence of a specialized and professional department that this charge of the management of digital communication