Análisis de contenido de las campañas publicitarias emprendidas por el departamento de relaciones públicas del Club Deportivo Cuenca a través de las redes sociales facebook y twitter durante el año 2016

Abstract

This research is an analysis of the content of the publicity campaigns that were launched using the official Twitter and Facebook accounts of Club Deportivo Cuenca in 2016. To do this analysis, we selected campaigns from Twitter and Facebook because they are the main social media outlets of Deportivo Cuenca, and are used to communicate the club's strategies. We collected all of the main theories about this topic, and have analyzed the importance as well as the effects of digital communication on a soccer club. After that, we researched the chronology of all communications in Deportivo Cuenca to determine the most important facts. Finally, we did both qualitative and quantitative research, analyzing all of the posts via Twitter and Facebook. We determined how the club carried out the publicity campaigns to offer final conclusions and inferences about the club's use of the team’s social media platforms.