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Measuring the impact of digital communication in public and private companies in Ecuador

Abstract:

The digital communication has revolutionized the way to communicate. Internet is a new tool which has become confederate within the integrative communication of the organization when reaching specific targets. The Web 2.0 tools that the companies world wide are betting on are the social media and other web tools; as it was presented in this research Ecuador is not the exception at the moment of using the mentioned tools as part of its integrative Communication strategies. This research sought to determine the management of digital communication that public and private companies make. It was based on quantitative method; although, some questions were not fully answered because of the companies' confidentiality of information. The 64 responsibles of communication responded in private companies and the 52 in public companies. In Ecuador, the public and private companies are in the first stages of digital strategies: learning, planning , and presence (digital footprint). The tools that are the most used are the social media Facebook and Twitter, also the institution's web page, specially for external communication and crisis, and for the internal communication Skype is added.