Resumo

DEL CISNE CHAMBA-MAZA, Cecibel; ALTAMIRANO BENITEZ, Verónica Paulina  e  YAGUACHE QUICHIMBO, Jenny Jovita. Management of communication 2.0 in public health campaigns in the Andean Community. Revista de Comunicación [online]. 2021, vol.20, n.1, pp.49-65. ISSN 1684-0933.  http://dx.doi.org/10.26441/rc20.1-2021-a3.

The study offers an analysis of the process of Communication 2.0 in the social accounts of the health authorities belonging to the Andean Community during the worldwide public health campaig-ns. Qualitative and quantitative methods were brought together in order to measure content analysis and user involvement. Interviews with experts supplement the findings. Results: None of the health organizations generated an optimal Communication 2.0 index, on FaceBook, corporate messages pre-dominated, but they were not interactive. On Twitter, the messages were educational but not corporate. The health bodies which were evaluated are essential organs of formal communication, so their com-munication strategies should be focused on the needs of their audience. A weak Communication 2.0 and a weak level of interest have been noted in the mandated campaign of these essential bodies that encompass, in considerable measure, institutional management. Nevertheless, users show a greater engagement with educational programs, principally computer graphics and videos, on Facebook.

Palavras-chave : health campaigns; Andean Community; communication 2.0; involvement; social medias; KPI; health..

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