La Comunicación 2.0. Análisis de las campañas de salud en tiempos de Pandemia en la Cruz Roja Internacional en medios sociales

Abstract

Abstract: In today's digital era, health-related organizations must manage their content to a leading audience and seek constant feedback. This study analyzes the 2.0. communication of health campaigns in times of Pandemic, promoted by the International Red Cross on Facebook and Instagram social accounts of its branches in the countries of the Andean Community. A mixed methodology was used to evaluate digital communication in two study phases, the first, during the months of March, April and May 2020 (Confinement due to the COVID 19 Pandemic) and the second, the same quarter, but one year later. Likewise, content analysis was used to identify the impact of the message broadcast and the interaction of the audiences. It is concluded that no branch of the International Red Cross of the Andean Community manages an optimal communication 2.0. because these platforms are used as traditional media when broadcasting their contents and they work in the same way, having different characteristics from each other.