Diagnóstico de la gestión de la comunicación en la red social Facebook de los Fondos Complementarios Previsionales Cerrados: modalidad Investigación

Abstract

This research shows a diagnosis of the digital corporate communication of the Complementary Pension Funds Closed through Facebook. For this, the Funds have been selected as case studies under the administration of the Bank of the Ecuadorian Social Security Institute (BIESS) with the largest number of affiliates nationwide, who have a website and an updated fanpage during the period (2018-2019); and that has a minimum of 10 followers. Using the content analysis technique, the use of the Facebook platform was diagnosed as a communication strategy for the Complementary Pension Funds Closed. With the analysis it was observed that there is no use due to the functionality of the social network (Facebook) by the funds, which shows that these organizations still do not fully manage their corporate communication. You could also see messages of advertising type, promotion of products / services, but mostly they are informative data; However, it can be said that it seeks to bring the brand closer to the consumer, considering that the use of social networks is a channel that contributes to the development and strengthening of a brand. During the analysis, the interactivity generated between the FCPC fanpage and its followers was also examined. The results showed that one or more users are not labeled in the publications, hashtags, links or emojis are not used, nor is a dialogue established between the institution and its stakeholders; which this result as no engagement generated.