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Use of 2.0 as a communication tool in the automotive sector in ecuador

Abstract:

Organizational communication revolves around the need to establish strategic actions according to the trends of new information and communication technologies. With the digital age, companies in Ecuador are taking over new ways of communicating. This research identified the management of digital organizational communication that Ecuador’s leading automotive companies carried out on Facebook and Twitter. For quantitative analysis, the communication assessment model 2.0 was used on social media, and for this study the variable “presence” was analyzed in these two networks. In the qualitative way, the content generated by the companies could be obtained: the value-added content and the engagement. The tool used was Fanpage Karma. It was also used the communication index 2.0 that analyzes the performance that companies perform within social media. Companies in this sector, maintain a presence within social media, however, their lack of interest and lack of constant content publishing, has generated that the user will stop following them and brands lose cbkp_redibility and digital trust.