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Study of Twitter for Digital Content Strategies. Case Study Newspaper Metro Ecuador

Abstract:

The article presents the study conducted on the Twitter account of Diario Metro in order to determine the profile of digital users, influencers and hashtags, and to answer the questions: What is the profile of users or followers? Is there any characterization? This is the necessary input for the development of personalized content strategies of attraction and conversion. This experimentation is the initial step for the subsequent presentation of a digital content plan for specific products that the media has. The methodology used for the experimentation is quantitative through the extraction of data from Twitter to study user profiles and followers, discover influencers, hashtags and engagement. The results of this study indicate that the user profiles that follow the @MetroEcuador account and in turn become influencers belong to government agencies and private companies and are associated with the hashtags #MetroNoticias, #Atención and #EspacioPublicitario, while the profiles that generate engagement are professionals who seek to create and produce their own information. Finally, the content generated by Metro Ecuador establishes a relationship of engagement between a service or business and its users.