Efficacy in communication of DNGOs. The use of Facebook in emergency campaigns

Authors: Arroyo-Almaraz, I., Calle Mendoza, S. and Van Wyk, C.

Journal: Revista Latina de Comunicacion Social

Volume: 73

Pages: 765-789

eISSN: 1138-5820

DOI: 10.4185/RLCS-2018-1281

Abstract:

Introduction. Social networks are the base of the efficacy of communication of DNGO. The objective of the study is to determine the role of said networks and analyze the characteristics of Facebook messages, the most used social network in emergency campaigns. Methodology. We performed a survey to DGNO’s community managers, we have studied the behaviors of their publics through the interaction rate and performed a contents analysis of the messages of the campaign of Hurricane Matthew in Haiti. Results. Data show that on emergency campaigns publics have more interaction if messages are well articulated. Conclusions and discussion. The efficacy of the emergency campaigns depends more on the interaction of publics than the number of posts published. When the public is more active there generates the horizontal conversation DNGO look for.

https://eprints.bournemouth.ac.uk/30982/

Source: Scopus