Thesis "DISEÑO DE TÁCTICAS DIGITALES BASADAS EN TECNOLOGÍAS PARTICIPATIVAS CASO DE ESTUDIO: OBSERVATORIO DE GÉNERO EN CIENCIA E INGENIERÍA, Universidad Técnica Federico Santa María".
Date
2018
Authors
ÁVALOS RODAS, MARCELO ANDRÉS
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Abstract
En los últimos años, las organizaciones sin fines de lucro, han abrazado el usode las tecnologías participativas, entre ellas Facebook y Twitter como apoyo principal para alcanzar sus objetivos comunicacionales. Sin embargo, muchas veces el uso que se les da a las plataformas no es sistemático, y se desarrolla sin mayor análisis de los resultados, lo que podría mermar los potenciales beneficios que la tecnología puede entregar a este tipo de entidades. Ante esto se diseñaron, implementaron y evaluaron tácticas de uso de tecnologías participativas, alineadas con la estrategia comunicacional de la organización estudiada, el Observatorio de Género en Ciencia e Ingeniería, UTFSM. Con esto se consiguió un aumento en la tasa de interacción con el público. Dada la alta velocidad con que las plataformas evolucionan, se sugieren formas para que los encargados puedan mantenerse al día con los cambios. Los métodos y las lecciones aprendidas a través de este caso de estudio pueden ser usadas por otras organizaciones ciudadanas.
In recent years , non-profit organizations have embraced participativetechnologies like Facebook and Twitter as important channels to reach theircommunication goals. However, the way these platforms are used is usuallynon-systematic and campaign results are not thoroughly analyzed, which can reduce the potential benefits that technology can bring to this entities. Considering this, a set of usage tactics for participative technologies were designed, implemented and evaluated, in line with the UTFSM Science and Engineering Gender Observatory communication strategy. The engagement rate of the organization’s accounts was increased as a result of applying the tactics. In order to keep up with the rapid development of the platforms, guidance for community managers is provided. The method and lessons learned via this case study may be used by other civil organizations.
In recent years , non-profit organizations have embraced participativetechnologies like Facebook and Twitter as important channels to reach theircommunication goals. However, the way these platforms are used is usuallynon-systematic and campaign results are not thoroughly analyzed, which can reduce the potential benefits that technology can bring to this entities. Considering this, a set of usage tactics for participative technologies were designed, implemented and evaluated, in line with the UTFSM Science and Engineering Gender Observatory communication strategy. The engagement rate of the organization’s accounts was increased as a result of applying the tactics. In order to keep up with the rapid development of the platforms, guidance for community managers is provided. The method and lessons learned via this case study may be used by other civil organizations.
Description
Catalogado desde la version PDF de la tesis.
Keywords
ADMINISTRACION DE COMUNIDADES , MARKETING DIGITAL , ORGANIZACIONES SIN FINES DE LUCRO , REDES SOCIALES