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http://hdl.handle.net/10609/83265
Title: Mensajería instantánea como canal de interacción ciudadana
Author: González Martínez, Javier
Director: Borge Bravo, Rosa  
Tutor: Orte del Molino, Andrés
Keywords: social media strategy
instant messaging
WhatsApp
citizen interaction
social networks
Issue Date: 22-Jun-2018
Publisher: Universitat Oberta de Catalunya (UOC)
Abstract: The evolution of social practices and habits with regard to the use of new technologies implies that the Public Administration must carry out a similar adaptive effort to this new digital scenario. Therefore, instant messaging systems in general and WhatsApp in particular, because of their ease of use and its well-established development in smartphones, constitute an ideal channel for citizen interaction. This paper deals with the necessary planning to define the strategy of implementation of a channel of this type in the General Administration of the Basque Country, from the initial project definition phase, through the design of the strategy, development of objectives and indicators, implementation of an action plan, evaluation of results and monitoring of the hole project. On the other hand, the specificity of the digital medium and the purpose of this channel, citizen-oriented to inform about the services provided by the Basque Government, makes necessary to include a specific social media and communication strategy.
Language: Spanish
URI: http://hdl.handle.net/10609/83265
Appears in Collections:Bachelor thesis, research projects, etc.

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