Gestión de la comunicación organizacional y su incidencia en escenarios digitales.

Abstract

The evolution of communication to the state framed by constant ruptures in cultural and technological paradigms, providing a flexible and adaptable vision to new languages, visions and social interconnections. From the organizational point of view, the media has been from its inception a tool of effective reach to sustain a natural domain within the market. However, for the company it turns out to be a big risk the position that is taken in front of these new tendencies and demands of the users. There are different cases of both successes after a corporate decline, and bankruptcy after being at the top of a market. This is why keeping an organization afloat in the middle of the digital era proves to be a great challenge for the social communicator to constantly test his creativity and ingenuity through accurate planning. These challenges imply for a company to be exposed to immediate changes and prepare for any problem that arises because otherwise it could bring devastating consequences such as a bad reputation, internal conflicts or even the final closure.