Difusión de contenido digital en redes sociales de los medios de comunicación durante la pandemia covid19

Abstract

In this project, we set out to analyze the digital content on social media from Ecuadorian media outlets ecuavisa.ec and elcomercio.ec during the COVID19 pandemic. The goal was to comprehend its impact, consumption, and audience engagement. To achieve this, we established specific objectives that guided us through the research. The comparison of news published by both outlets revealed a diversity of approaches and communication strategies, emphasizing the importance of understanding how information about the pandemic is presented. Quantitative measurement of the impact and consumption of news on social media provided valuable data, allowing us to identify trends and audience preferences. Analyzing interactions on social media, especially on Facebook, highlighted the active participation of the audience. Feedback, comments, and shares became crucial indicators of content engagement and resonance, offering valuable insights into how the community perceived and responded to the news. Identification and analysis of participation patterns provided valuable information about audience preferences and behaviors. These findings are essential for adapting communication strategies and optimizing content delivery more effectively. Our conclusions underscore the importance of continuous analysis of social media content to adapt to changing audience preferences and needs. A more personalized approach in content generation is recommended, understanding individual preferences to enhance resonance and emotional connection with the audience