TY - GEN
T1 - Análisis de las plataformas virtuales de comunicación. Caso de estudio
T2 - 14th Iberian Conference on Information Systems and Technologies, CISTI 2019
AU - Paladines-Galarza, Fanny
AU - Velásquez-Benavides, Andrea
AU - Enríquez-Cruz, María José
N1 - Publisher Copyright:
© 2019 AISTI.
PY - 2019/6
Y1 - 2019/6
N2 - This article evaluates the communicative effectiveness and the use of social networks in the communication agencies of Chile, applying the models of evaluation of the communicative effectiveness in the websitesand communication 2.0, proposed by (Tunez, Altamirano y Valarezo, 2016 Altamirano, Marin-Gutierrez and Ordonez 2018). The investigation of quantitative character, uses the tools Alexa, Fanpage Karma and develops a mapping of the communication agencies to value the management of their respective digital platforms, classifying them in Optimal, Acceptable High, Acceptable and Improvable. According to the results of communicative efficiency, 80% of agencies analyzed use multimedia tools to advertise their services; 60% consider it important to highlight their corporate culture to promote their services and only 30% of agencies use digital tools for people with disabilities. ccording to the results of communicative efficiency, 80% of agencies analyzed use multimedia tools to advertise their services; 60% consider it important to highlight their corporate culture to promote their services and only 30% of agencies use digital tools for people with disabilities.
AB - This article evaluates the communicative effectiveness and the use of social networks in the communication agencies of Chile, applying the models of evaluation of the communicative effectiveness in the websitesand communication 2.0, proposed by (Tunez, Altamirano y Valarezo, 2016 Altamirano, Marin-Gutierrez and Ordonez 2018). The investigation of quantitative character, uses the tools Alexa, Fanpage Karma and develops a mapping of the communication agencies to value the management of their respective digital platforms, classifying them in Optimal, Acceptable High, Acceptable and Improvable. According to the results of communicative efficiency, 80% of agencies analyzed use multimedia tools to advertise their services; 60% consider it important to highlight their corporate culture to promote their services and only 30% of agencies use digital tools for people with disabilities. ccording to the results of communicative efficiency, 80% of agencies analyzed use multimedia tools to advertise their services; 60% consider it important to highlight their corporate culture to promote their services and only 30% of agencies use digital tools for people with disabilities.
KW - Agencies of comunication
KW - Digital communication
KW - ICTs
KW - Social media
KW - Social networks
KW - Web sites
UR - https://www.scopus.com/pages/publications/85070095814
U2 - 10.23919/CISTI.2019.8760637
DO - 10.23919/CISTI.2019.8760637
M3 - Contribución a la conferencia
AN - SCOPUS:85070095814
T3 - Iberian Conference on Information Systems and Technologies, CISTI
BT - Proceedings of CISTI 2019 - 14th Iberian Conference on Information Systems and Technologies
A2 - Rocha, Alvaro
A2 - Pedrosa, Isabel
A2 - Cota, Manuel Perez
A2 - Goncalves, Ramiro
PB - IEEE Computer Society
Y2 - 19 June 2019 through 22 June 2019
ER -