Abstract

GRAVERAN RUIZ, Dianelis; SANCHEZ DIAZ, Marlery  and  PORTUONDO VAZQUEZ, Julio César. External communication at the National Bioproducts Center via the social networks Facebook and Twitter. Rev. cuba. inf. cienc. salud [online]. 2019, vol.30, n.2, e1311.  Epub June 01, 2019. ISSN 2307-2113.

External communication is a priority of organizations to achieve their corporate goals. Correct management of the process must be based on regulatory and strategic documents. With the advent of new information and communications technologies and the spaces, platforms and tools offered by the Internet and the Web 2.0, social networks have acquired vital importance for enterprises and the development of communication processes within them. The purpose of the study was to identify the strategy followed by the National Bioproducts Center to insert into the social networks Facebook and Twitter. To achieve such a goal, analysis was conducted of a number of publications and followers, their sex, country of origin, scope and interaction with the publications. Insertion of the Center into Facebook and Twitter has resulted in a larger number of followers, an increase in the number of visits to our publications, greater interaction with related institutions, broadened exchange of information and content between similar enterprises, and enhanced visibility among the external public, which in turn creates new strategic publics.

Keywords : Communications management; communications strategy; institutional communication; social networks.

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