Comunicación 2.0 en las principales empresas del sector financiero del Ecuador.

Abstract

Abstract: The financial sector in Ecuador represents a significant field in technological transformation and use of digital platforms, currently, the web is one of the communication channels to offer their services. This adaptation and innovation respond to the amount of opportunities generated by virtual spaces considering that much of the financial market is in these media. The main objective of this research is to analyze the 2. 0 strategic communication management which is developed by the main companies of the financial sector in Ecuador; to gather information a selective process of a representative sample of the most ranking financial companies of the country was taken, published by the magazine Ekos. The methodology was mixed quantitative and qualitative information is presented; for the data collection the measurement tool Fanpage Karma was used, which allowed the research to be carried out from any point with Internet access. Finally, the results showed that most companies do not have an easy to understand website and quality multimedia resources; on the contrary, in social media most entities have incorporated a 2.0 communication model.