Comunicación digital para el desarrollo comunitario: un enfoque colaborativo y participativo

Abstract

The internship project proposed a community digital communication strategy that supported the growth and visibility of Fundación Un Futuro Una Esperanza, located in the Olaya neighborhood of Cartagena, an organization founded in 2007. This non-profit organization has different lines of support based on community development and protection of the rights of vulnerable children and adolescents. The digital strategy proposal was designed with the objective of increasing the visibility of the organization in digital media and promoting the participation of more people from the same community, city and region in community work of the foundation, such as donations, volunteering and promotion of social networks in the online profiles of stakeholders. To achieve this, research was conducted on digital community communication by some authors, such as Castells (2001) with his work “Internet and the Network Society”, Porter and Kramer with “Creating Shared Value” and María Herranz (2007) with “Communication within Non-Profit Organizations”. As part of the research process, an analysis was made of the current situation of the foundation Un Futuro Una Esperanza, in terms of its participation and dynamics of digital communication in the network, as well as the social perception of this NGO in the city of Cartagena. Based on these results, a community digital communication proposal was designed, which included the creation of content for social networks. In addition, the proposal included the realization of online activities that involved the community, such as contests, courses or 1digital intercommunication projects that could be eye-catching for viewers. This proposed strategy made it easier for the foundation to achieve its online visibility goals and foster community engagement. Translated with DeepL.com (free version)