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http://hdl.handle.net/10609/83265
Title: | Mensajería instantánea como canal de interacción ciudadana |
Author: | González Martínez, Javier |
Director: | Borge, Rosa |
Tutor: | Orte del Molino, Andrés |
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. |
Keywords: | social media strategy instant messaging citizen interaction social networks |
Document type: | info:eu-repo/semantics/masterThesis |
Issue Date: | 22-Jun-2018 |
Publication license: | http://creativecommons.org/licenses/by-nc-nd/3.0/es/ |
Appears in Collections: | Treballs finals de carrera, treballs de recerca, etc. |
Files in This Item:
File | Description | Size | Format | |
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jgmTFM0618memoria.pdf | Memoria del TFM | 1,98 MB | Adobe PDF | View/Open |
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