Facebook como plataforma de comunicación gubernamental: estudio de las cuentas de las alcaldías de Ecuador

Abstract

Abstract: The purpose of this research is to know the presence and use that the different mayors of Ecuador give to the social network Facebook, in order to know the management of social networks as a tool for government communication.The universe of study consists of 24 mayors of the provincial capitals of the country, of which 21 were identified using Facebook and make use of an official fanpage. Web analysis tools were used, which would allow us to obtain information regarding followers, interactions, relevant topics, resources used in communication by each of the accounts to be studied, as well as differences and similarities in the management of the platform between the different mayors.Among the most relevant results it was evidenced that the study mayors use Facebook for an informative -advertising purpose around their works, but they do not have a communication strategy in the background that allows them to take advantage of all the communicational advantages offered by this social network, highlighting among these Last to the interaction.