Comunicación 2.0 en las principales empresas del sector financiero del Ecuador. Análisis de Instagram y YouTube

Abstract

Abstract: This research work, called Communication 2.0 in the main companies in the financial sector in Ecuador: analysis of Instagram and YouTube, analyzes the strategic communication management 2.0 that companies in this sector develop. The two main companies in each subsector were selected: banks, cooperatives and mutuals, finance companies; Other financial and insurance services, according to the annual ranking published by Ekos magazine, to evaluate web pages and social media accounts, and thus determine the 10 companies in the financial sector in Ecuador that meet the selection criteria. The research methodology used was the qualitative method to analyze the content generated on social media and the quantitative method to numerically describe the management carried out by these companies. Digital communication allows a two-way relationship with users, clients and potential clients. The investigation determined that companies in the financial sector in Ecuador do not use social media as two-way communication channels, missing the opportunities that these media provide to improve their interaction with users and meet their clients.