Análisis de las principales empresas y su comportamiento web en medios sociales del Ecuador en el sector de servicios

Abstract

Abstract:The purpose of this research is to analyze the communication 2.0 managed by the main companies in the Services sector of Ecuador according to the 2017 Ranking of the EKOS business magazine. To obtain the top 10 most influential companies in the sector, variables that each company must meet according to the research objectives were applied; Each social network and website were evaluated to verify their digital behavior and communication management. The research was developed by applying different evaluation models for each platform: Websites: Communicative Efficiency Evaluation Model, which describes the experience that a user may have. Social Networks (Youtube-Twitter): PRGS Evaluation Model (presence, response, generation and suggestion), which determines the presence of the social network, in addition the Karma Fanpage tool was used to systematically manage and analyze the content on each platform . It is concluded that the management of strategic communication applied by web 2.0 based companies is evolutionary and adaptable to the emerging needs of users.