“ANÁLISIS DEL CONTENIDO DIGITAL DE DIARIO EL UNIVERSO PARA MEJORAR SU IMPACTO EN REDES SOCIALES”
Fecha
2017-08
Título de la revista
ISSN de la revista
Título del volumen
Editor
UNIVERSIDAD DE GUAYAQUIL
Resumen
Las redes sociales son el medio a través del cual las personas no solo
interactúan día a día con familiares y amigos, actualmente los medios de
comunicación también tienen presencia en estas plataformas digitales para
llevar a su audiencia los hechos noticiosos. El Universo, diario guayaquileño
que fue creado en 1921, ha evolucionado de acuerdo a los cambios
tecnológicos y por varios años se posicionó como el sitio de internet más leído
de Ecuador, sin embargo desde el 2015 descendió a la posición número dos.
Este trabajo de titulación denominado: “Análisis del contenido digital de diario
El Universo para mejorar su impacto en redes sociales”, define estrategias
adecuadas y funcionales para restablecer el sitial que el rotativo tuvo por varios
años. Las plataformas digitales brindan herramientas y servicios, los cuales
aprovechados adecuadamente, facilitan el contacto con la audiencia y la
interacción de los seguidores, lo que mejora el ingreso de los usuarios hacia los
sitios de internet. Por esa razón se definió un plan de comunicación y acciones
puntuales correctas para impulsar el valor de diario El Universo en las redes
sociales y como consecuencia un mejor tráfico en el portal web. Entre las
principales ventajas de estas novedosas herramientas es su enorme alcance,
ya que cuentan con una amplia comunidad de miembros de todas las edades,
pero principalmente jóvenes, quienes están más familiarizados con los medios
tecnológicos. Con la información generada por el estudio se logró identificar
cómo llegar a estos grupos y cuáles son los temas que les causa mayor
interés. Debido a la constante innovación y siendo este un campo altamente
competitivo, era importante definir los factores que influyen en un mejor
desempeño en las redes sociales, con esa información se determinó cuáles
son los cambios que se deberán hacer en los respectivos perfiles o qué
elementos deben conservarse y ser potencializados.
Social networks are the medium through which people not only interact daily with family and friends, nowadays media also have a presence in these digital platforms to bring the news to their audience. El Universo, a newspaper from Guayaquil that was founded in 1921, has evolved according to technological changes and for several years was positioned as the most widely read Internet site in Ecuador, but since 2015 it has fallen to the second position. This work, entitled "Analysis of the digital content of El Universo newspaper for improvement its impact on social networks", defines adequate and functional strategies to restore the position that the newspaper had for several years. Digital platforms provide tools and services, which are properly used, facilitate contact with the audience and the interaction of followers, which improves the user's access to Internet sites. For that reason it was created a communication plan and it was defined correct timely actions in order to boost the value of El Universo newspaper in social networks and, as a consequence, achieve better traffic in its web page. Among the main advantages of these innovative tools is their enormous reach, because they have a wide community of members of all ages, but mainly young people, who are more familiar with the technological means. With the information generated by the investigation it was possible to identify how to reach these groups and what are the issues that have the greatest interest for them. Due to constant innovation and being a highly competitive field, it was important to define the factors that influence a better performance in social networks, with that information it was determined the changes that must be made in each of the respective profiles or what elements should be kept in order to be improve.
Social networks are the medium through which people not only interact daily with family and friends, nowadays media also have a presence in these digital platforms to bring the news to their audience. El Universo, a newspaper from Guayaquil that was founded in 1921, has evolved according to technological changes and for several years was positioned as the most widely read Internet site in Ecuador, but since 2015 it has fallen to the second position. This work, entitled "Analysis of the digital content of El Universo newspaper for improvement its impact on social networks", defines adequate and functional strategies to restore the position that the newspaper had for several years. Digital platforms provide tools and services, which are properly used, facilitate contact with the audience and the interaction of followers, which improves the user's access to Internet sites. For that reason it was created a communication plan and it was defined correct timely actions in order to boost the value of El Universo newspaper in social networks and, as a consequence, achieve better traffic in its web page. Among the main advantages of these innovative tools is their enormous reach, because they have a wide community of members of all ages, but mainly young people, who are more familiar with the technological means. With the information generated by the investigation it was possible to identify how to reach these groups and what are the issues that have the greatest interest for them. Due to constant innovation and being a highly competitive field, it was important to define the factors that influence a better performance in social networks, with that information it was determined the changes that must be made in each of the respective profiles or what elements should be kept in order to be improve.
Descripción
PDF
Palabras clave
MEDIOS DE COMUNICACIÓN, TECNOLOGÍA DE LA INFORMACIÓN Y COMUNICACIÓN, REDES SOCIALES, PLAN DE COMUNICACIÓN
Citación
APA