Análisis de las plataformas virtuales de comunicación. Caso de estudio: Agencias de comunicación en Chile

Fanny Paladines-Galarza, Andrea Velásquez-Benavides, María José Enríquez-Cruz

    Producción científica: Capítulo del libro/informe/acta de congresoContribución a la conferenciarevisión exhaustiva

    Resumen

    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.

    Título traducido de la contribuciónAnalysis of virtual comunication platforms. Case study: Communication agencies in Chile
    Idioma originalEspañol
    Título de la publicación alojadaProceedings of CISTI 2019 - 14th Iberian Conference on Information Systems and Technologies
    EditoresAlvaro Rocha, Isabel Pedrosa, Manuel Perez Cota, Ramiro Goncalves
    EditorialIEEE Computer Society
    ISBN (versión digital)9789899843493
    DOI
    EstadoPublicada - jun. 2019
    Evento14th Iberian Conference on Information Systems and Technologies, CISTI 2019 - Coimbra, Portugal
    Duración: 19 jun. 201922 jun. 2019

    Serie de la publicación

    NombreIberian Conference on Information Systems and Technologies, CISTI
    Volumen2019-June
    ISSN (versión impresa)2166-0727
    ISSN (versión digital)2166-0735

    Conferencia

    Conferencia14th Iberian Conference on Information Systems and Technologies, CISTI 2019
    País/TerritorioPortugal
    CiudadCoimbra
    Período19/06/1922/06/19

    Palabras clave

    • Agencies of comunication
    • Digital communication
    • ICTs
    • Social media
    • Social networks
    • Web sites

    Huella

    Profundice en los temas de investigación de 'Análisis de las plataformas virtuales de comunicación. Caso de estudio: Agencias de comunicación en Chile'. En conjunto forman una huella única.

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