The social networks: Communication strategy in non-profit organizations

Abstract

Social networks have become a phenomenon of innovation, an object of study and analysis in the organizational world, from its different formats you can keep your interlocutors informed at the moment, maintaining a communication channel in real time, this makes it attractive so that social entities can establish solid links with their public. A strategy has been found in social networks to reach the masses and influence public opinion. Non-profit organizations do not escape the benefits of using social networks as a basic communication tool due to their altruistic interest, social and humanitarian action. Therefore, this research has the general objective of analyzing the use of social networks as a communication strategy developed in non-profit organizations in Trujillo state, which capture the attention of their public. Methodologically, it corresponds to a type of descriptive research with a field design, with a population made up of six (6) informants, corresponding to three (3) for each foundation of a social nature that exists in the Pedro Emilio Carrillo de Valera Hospital. The survey is used for the collection of information as a technique and the questionnaire as an instrument. Among the main conclusions, it was found in relation to the descriptive content of the messages, Facebook and Instagram are used, in terms of identifying the thematic contents, they are aimed at presenting emergency campaigns or fundraising and thanking people or institutions, and the interaction is of referential form only limiting itself to offering the information and observing the interaction through the number of likes, comments, shared content, number of posts. Therefore, these non-profit social organizations are using social networks as a communication strategy to make themselves known and achieve objectives through their use.