Estrategia de medición cuantitativa de noticias en canales sociales para gobiernos cantonales de Tungurahua

Abstract

Metrics are part of social media analytics within digital marketing that changes and advances constantly due to globalization and the reach of technology. These are responsible for measuring and monitoring the impact of publications made on social channels. In this sense, these two elements are related to achieve the objective of this work, to develop a quantitative news measurement strategy in social channels for cantonal governments of Tungurahua. It is important to point out that, according to the National Institute of Statistics and Censuses (INEC, 2016), 25.28% use social networks equivalent to 4,224,984 people. Reason why, the importance of the subject of investigation lies in the monitoring and measurement of the contents that are published in the diffusion channels. Likewise, in the methodology, since it is a descriptive work, theoretical methods will be used, such as the analysis - synthesis that allows reaching conclusions. Inductive - deductive, when establishing the relationship between metrics and the dissemination of information with technological tools. Historical - logical, to know the behavior and evolution of the research topic. Similarly, the empirical methods to be used are the direct observation and interview to the Marketing departments of the nine cantonal governments; and the analysis of documents in magazines, published news and books. Technological tools such as Fanpage Karma, Twitalyzer and others will be used to measure the evaluation parameters of the news published on social channels. In addition, in the present investigation the sample calculation will not be carried out, since the study will be carried out to the entire population, in this case to all nine cantonal governments of the province of Tungurahua that are Ambato, Baños de Agua Santa, Cevallos, Mocha, Patate, Pelileo, Píllaro, Quero and Tisaleo. It is worth highlighting the problematic situation that is identified through direct observation, where the cantonal governments of Tungurahua do not have a monitoring, measurement and control of the news published in social channels, which implies the ignorance of technological tools that support this activity. It is also evident that the personnel in charge of the news published is not from the Marketing area, but rather professionals from systems, design or others. Also, in searches carried out in the digital repository of the Technical University of Ambato in the Faculty of Administrative Sciences, there are no undergraduate and postgraduate topics similar to the one proposed, so the topic is current and innovative. The results that will be obtained are the development of the quantitative measurement strategy for cantonal governments, based on their own methodology for obtaining metrics with their respective phases and activities, relying on technological tools and contributing to the efficiency of the departments of marketing.