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Use of Social Networks in Operational and Strategic Management: The Case of the Ecuadorian Land Force

Abstract:

Social networks in operational and strategic management by members of military forces are essential for communication purposes. Innovation and technological revolution are generating more significant interaction between military entities and citizens. There is considerable potential in using social networks as public management tools to develop a multidirectional communication space. This article presents the results of an exploratory study to members of the Ecuadorian Land Forces to understand the use, impact, and incidence generated in the publications published through social networks. Also, the economic impact of this interaction in networks on a monthly and annual level is measured. The results indicate that there is interest in the information disseminated through official accounts; however, the levels of engagement are low, indicating opportunities and challenges for optimizing social media.