期刊名称：International Review of Communication and Marketing Mix
电子版ISSN：2605-0447
出版年度：2020
卷号：1
期号：3
页码：92-103
DOI：10.12795/IROCAMM.2020.v01.i03.07
出版社：Universidad de Sevilla
摘要：The development of content management in social networks and web 2.0 have become priority objectives in the development of digital communication in national and international cultural entities. In the research presented here, an analysis of the management of contents issued on the official website and on the official accounts on the social networks Facebook, Twitter, Instagram and Youtube of Monumental Consortium of Mérida, an entity founded in 1996, in charge of the management and conservation of the historical and artistic complex of the city of Mérida, of great cultural importance and which was officially declared a UNESCO World Heritage in 1993. The methodology used has been based mainly on the technique of analysis of the contents issued. The results of the study show the importance of a correct management of the analyzed media, and the preponderance in the emission of contents related to the patrimonial resources that the cultural institution has. The conclusions of the study can be useful as a guide for communication and content management managers in the digital environment.
关键词：Content Analysis; culture; marketing; organizational communication; sites; social networks.
