Análisis de los ecosistemas mediáticos de las federaciones deportivas colombianas
Analysis of the media ecosystems of colombian sports federations
Keywords:
interaction, mediatic ecosystem, digital communication, social networks, engagement, federation, sportAbstract
Digital channels are key communication instruments to encourage interaction with the public of organizations. Colombian sports federations have the challenge of connecting with their audiences through their digital media ecosystems with the purpose of promoting spaces for dialogue through two-way communication. A descriptive mixed-method investigation was developed, where the communicative management of websites, Facebook, Instagram, Twitter, YouTube and TikTok by Colombian sports federations was analyzed and the data was compiled in matrices developed for the analysis of results.
According to information from We Are Social (2022) 82.35 % of the Colombian population has a presence in at least one social network. On the part of the federations, 64 % had updated their website and, in terms of social networks, 72 % of the federations had an updated account on Instagram and Facebook, on Twitter 31 % had a presence, on YouTube 15 % and in TikTok only 5 % had updated accounts (content generated during the three months of the investigation).
In fact, one of the conclusions obtained is that there are few Colombian sports federations with clear communication concepts and that demonstrate good practices in all social networks.
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