Plan de medios digital para la Empresa Radial Ecuasur Fm 102.1 de la ciudad de Cariamanga: Análisis de las redes sociales Facebook y Twitter

Abstract

Abstract:In the XXI century, some traditional local media continue without making the leap to the web and even more so they do not take advantage of the full potential of social networks such as Facebook and Twitter to reach diverse audiences, active and participatory, of these networks. Likewise, the local media must recognize that they need new means of communication to share the content from these nearby settings, a particularity that distinguishes and gives value to the information generated by the proximity media. With the reference context, the investigation is proposed for which a mixed methodology (qualitative and quantitative) is used, which begins with the analysis of the social networks Facebook and Twitter of the Ecuasur radio located in the south of Ecuador. As a second step, the process of organization, identification of keywords, labeling is applied, to identify which are the tones, formats and forms of communication with which Radio Ecuasur identifies itself in the digital field, necessary inputs for the elaboration of a plan digital media. It is complemented with interviews applied to managers and personnel who work in the radio medium.