Comunication strategy in social media for the Cuban Journal of Health Technology

Araujo Inastrilla and Cárdenas Hernández

Health Leadership and Quality of Life, 2022, vol. 1, 79

Abstract: Introduction: in the academic field, social networks are useful tools for the dissemination of research results and to promote the visibility of authors and scientific journals. The Editorial Team of the Cuban Journal of Health Technology recognizes the importance and the need for an adequate management of the journal's corporate social media profiles. Objective: to design a communication strategy in social networks for the Cuban Journal of Health Technology. Method: a development research was carried out where a communication strategy in social networks was elaborated for the journal. Six stages were followed: internal analysis, external analysis, audience delimitation, strategy and specific objectives, publication schedule and monitoring. Statistical tools and platforms such as Metricool were used. Results: the strategy included an analysis of scientific journals in the area of medical sciences and the characterization of the consumer audience. The journal has a larger audience in some social networks than other journals in the sector, but it is still rated as insufficient. The objectives to be met with each network, the publication schedule and the indicators to be evaluated with the implementation were described. Conclusions: A communication strategy in social networks was designed to increase the visibility of the Cuban Journal of Health Technology, based on the analysis of internal and external factors of the journal, and on specific objectives

Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:dbk:health:v:1:y:2022:i::p:79:id:79

DOI: 10.56294/hl202279

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