Plan de comunicación digital para la promoción de actividades y gestiones del Gobierno Autónomo Descentralizado del Cantón Balzar para el segundo semestre del 2024

Abstract

Abstract: Municipalities communicate their management to citizens through various communication processes. The Decentralized Autonomous Government (GAD) of the Balzar canton, like other public institutions, uses web 2.0 tools, such as the internet and social networks, to inform the community. However, their performance on these platforms is deplorable due to their empirical administration, which disfavors their digital presence and corporate image. This research work focused on developing a digital communication plan for the GAD of Balzar. Information was collected from the institution's environment and its digital presence was evaluated using a mixed methodology, which included an audit of social networks, a survey of residents about their perception of quality and usefulness of digital platforms, an interview with the person in charge of Public Relations and an audit of the website to evaluate the traffic generated. The results revealed a lack of communication planning and a negative perception of the usefulness of the website and interaction on social networks by the inhabitants.