Gestión del contenido visual y escrito de las publicaciones de la red social Instagram de un periódico : caso Diario El Universo.

Abstract

The Instagram Social Network is a means of mass dissemination, used by the written press, to publish information and news content, through photographs, banners (images with text), Stories (moments) and videos. In order to obtain necessary information, a bibliographical and infographic review was carried out. To carry out the research, three media were chosen: two from Ecuador(El Universo and El Comercio) and one from Latin America (El Tiempo), which have verified accounts in Instagram. Two experts in social media management of printed media were interviewed, who provided information on the main parameters used inaudiovisual and written management of publications on Instagram. They also provided information from their perspective as a Community Mannager in print. An information survey of the Instagram accounts was carried out for a month, to know the trends of these three print media and finally a Benchmarking with the information obtained through Fanpage Karma. It was determined that it is important for any print media, that wants to be part of Instagram, that before doing so, establish a strategy and evaluate where it wants to reach, what audience and why, if it has the technology, human talent and Resources to make constant publications, updates and follow-ups.