Los sitios web de las ONG en el contexto del relacionamiento con sus públicos: herramienta de análisis de la calidad de sus portales web

Beatriz Eugenia Quiceno-Castañeda; Ana Catalina Quirós-Ramírez

doi:10.31921/doxacom.n38a2028

Authors

Beatriz Eugenia Quiceno-Castañeda University of Medellín, Colombia https://orcid.org/0000-0003-3086-0215
Ana Catalina Quirós-Ramírez University of Medellín, Colombia https://orcid.org/0000-0002-7417-8499

DOI:

https://doi.org/10.31921/doxacom.n38a2028

Keywords:

NGO, big data, public relations, data management, website quality

Abstract

Data management is not something new in the field of communication and public relations. This article analyzed seven websites from an equal number of Non-Governmental Organizations (NGOs) in Colombia, starting with the question: How can NGOs improve the management of their websites to positively impact their public engagement strategy? The overall objective analyzes the quality of NGO websites to establish the link between quality and engagement with specific audiences. The methodological design is qualitative and combines techniques such as literature review and content analysis through the design and implementation of a matrix that allowed the quality of these sites to be evaluated. While website quality can be analyzed from different perspectives, this study presents a design that allows for measurement from a strategic perspective, considering several studies published by experts in the field. The main conclusion of this study is that most of the analyzed websites received a regular rating, which negatively affects their relationship with their audiences. Ultimately, this study contributes to the strategic management of digital communication that NGOs must undertake.

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Author Biographies

Beatriz Eugenia Quiceno-Castañeda, University of Medellín, Colombia

Full-time professor in the Faculty of Communications at the University of Medellín. She is a PhD cum laude in communications from the University of Malaga, Spain. She received a master’s degree in international humanitarian action from Royal University of Groningen-Netherlands, and she is a specialist in organizational communication as well as a social communications journalist from the Autonomous University of the West in Cali, Colombia. Beatriz is an expert in public relations and communication for social change. She has been a visiting professor at the University of San Martin de Porres in Lima, Peru, a scholarship winner of the Programme Alban to pursue high-level studies in the European Union, and a member of the board of directors of the Colombian Association of Communication Programs and Faculties (AFACOM). She is a member of the GRECO and E-Virtual research groups. Beatriz has more than twenty scientific contributions that range from articles in high-impact journals to the academic coordination of books, book chapters, and presentations at international events.
Ana Catalina Quirós-Ramírez, University of Medellín, Colombia

Full-time professor in the Faculty of Communications at the University of Medellín. She currently serves as the Director of the Graphic Advertising and Communications Program. She is a publicist and holds a master’s in marketing management. Ana is a doctoral candidate in communications from the University of Malaga, Spain. She is an expert in branding and advertising. She is a researcher for the Holographic Group: Studies in Graphic Advertising Communication catalogued by the Ministry of Science, Technology, and Innovation (MinCiencias). Her areas of research revolve around topics such as the differential approach to gender, persuasive communication, public relations, streaming platforms, and social networks. Ana is a member of the Colombian Association of Faculties, Schools, and Advertising Programs (AFAP), and she has been a juror of the court for the master's degree in design management at the University of Palermo, Argentina, and a juror for the Effie Awards Colombia. She has more than twenty scientific contributions that range from the organization of international conferences to articles in high-impact journals, book chapters, and presentations at international events, among others.

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