{"id":1422,"date":"2023-01-16T12:17:26","date_gmt":"2023-01-16T11:17:26","guid":{"rendered":"http:\/\/stelb2m.com\/es\/?p=1422"},"modified":"2023-03-23T10:45:34","modified_gmt":"2023-03-23T09:45:34","slug":"auditoria-de-comunicacion-externa","status":"publish","type":"post","link":"https:\/\/stelb2m.com\/es\/blog\/2023\/01\/16\/auditoria-de-comunicacion-externa\/","title":{"rendered":"Auditor\u00eda de comunicaci\u00f3n externa"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"1422\" class=\"elementor elementor-1422\">\n\t\t\t\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-18973d5 elementor-section-boxed elementor-section-height-default elementor-section-height-default wpr-particle-no wpr-jarallax-no wpr-parallax-no wpr-sticky-section-no\" data-id=\"18973d5\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-5673cf2\" data-id=\"5673cf2\" data-element_type=\"column\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-dbc61b1 elementor-section-boxed elementor-section-height-default elementor-section-height-default wpr-particle-no wpr-jarallax-no wpr-parallax-no wpr-sticky-section-no\" data-id=\"dbc61b1\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-90cabfd\" data-id=\"90cabfd\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-294c163 elementor-widget elementor-widget-heading\" data-id=\"294c163\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.11.5 - 14-03-2023 *\/\n.elementor-heading-title{padding:0;margin:0;line-height:1}.elementor-widget-heading .elementor-heading-title[class*=elementor-size-]>a{color:inherit;font-size:inherit;line-height:inherit}.elementor-widget-heading .elementor-heading-title.elementor-size-small{font-size:15px}.elementor-widget-heading .elementor-heading-title.elementor-size-medium{font-size:19px}.elementor-widget-heading .elementor-heading-title.elementor-size-large{font-size:29px}.elementor-widget-heading .elementor-heading-title.elementor-size-xl{font-size:39px}.elementor-widget-heading .elementor-heading-title.elementor-size-xxl{font-size:59px}<\/style><h2 class=\"elementor-heading-title elementor-size-default\">AUDITOR\u00cdA DE COMUNICACI\u00d3N EXTERNA<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-e2aac53\" data-id=\"e2aac53\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap\">\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-37012c1 elementor-section-boxed elementor-section-height-default elementor-section-height-default wpr-particle-no wpr-jarallax-no wpr-parallax-no wpr-sticky-section-no\" data-id=\"37012c1\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-a48a729\" data-id=\"a48a729\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-ba211e4 elementor-widget elementor-widget-text-editor\" data-id=\"ba211e4\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.11.5 - 14-03-2023 *\/\n.elementor-widget-text-editor.elementor-drop-cap-view-stacked .elementor-drop-cap{background-color:#818a91;color:#fff}.elementor-widget-text-editor.elementor-drop-cap-view-framed .elementor-drop-cap{color:#818a91;border:3px solid;background-color:transparent}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap{margin-top:8px}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap-letter{width:1em;height:1em}.elementor-widget-text-editor .elementor-drop-cap{float:left;text-align:center;line-height:1;font-size:50px}.elementor-widget-text-editor .elementor-drop-cap-letter{display:inline-block}<\/style>\t\t\t\t<p>Todos tenemos claro que vivimos en un entorno de comunicaci\u00f3n muy complejo que ya no s\u00f3lo abarca los medios escritos y digitales, sino tambi\u00e9n, y cada vez con mayor impacto, los medios sociales, la comunicaci\u00f3n digital y las plataformas de mensajer\u00eda.<\/p><p>Una auditor\u00eda de comunicaci\u00f3n es una poderosa herramienta para definir la estrategia de comunicaci\u00f3n y evaluar los esfuerzos realizados. En el mundo de los Nuevos Medios tenemos cada vez m\u00e1s canales a nuestra disposici\u00f3n, pero casi nadie se para a analizar cu\u00e1nto personal y recursos econ\u00f3micos nos lleva atenderlos todos y qu\u00e9 beneficio nos reporta.<\/p><p>Los responsables de la comunicaci\u00f3n de la empresa se enfrentan cada vez a una mayor carga de trabajo y a una mayor competencia en los diferentes canales. Optimizar recursos, objetivos y definir los KPIs de la comunicaci\u00f3n externa, as\u00ed como definir los mensajes adecuados, es el objetivo de una auditor\u00eda de comunicaci\u00f3n externa.<\/p><p>1er Paso: Analizar los mensajes que env\u00eda su organizaci\u00f3n<\/p><p>El an\u00e1lisis de los mensajes que enviamos, desde boletines informativos, contenidos de sitios web, eMails, comunicados de prensa, mensajes en redes, fotos y v\u00eddeos, etc. es el primer paso para crear un inventario de los canales utilizados y los mensajes enviados.<\/p><p>Paso 2: Analizar los canales utilizados<\/p><p>En el mundo de los nuevos medios de comunicaci\u00f3n, existe un gran n\u00famero de canales para la comunicaci\u00f3n externa. Hay canales en los que el mensaje lo controla directamente la entidad, pero otros canales dependen de intermediarios. En el caso de las redes sociales (social media) tenemos tanto mensajes directos como indirectos a trav\u00e9s de los usuarios.<\/p><p>Un an\u00e1lisis exhaustivo de los canales, su uso y alcance ahorra a medio y largo plazo un enorme esfuerzo tanto de personal como econ\u00f3mico.<\/p><p>3\u00ba Paso: Recoger la opini\u00f3n y valoraci\u00f3n de la audiencia<\/p><p>Recoger la opini\u00f3n de la audiencia sobre tus mensajes en los diferentes canales es la parte fundamental y m\u00e1s valiosa de la auditor\u00eda de comunicaci\u00f3n externa. S\u00f3lo a trav\u00e9s de la retroalimentaci\u00f3n obtendremos los datos que nos permitir\u00e1n evaluar correctamente nuestros esfuerzos y mensajes.<\/p><p>4\u00ba Paso: Hacer un mapa DAFO (Debilidades, Amenazas, Fortalezas y Oportunidades)<\/p><p>Con los datos que hemos obtenido de los tres pasos anteriores dibujamos el mapa de fortalezas, debilidades, oportunidades y amenazas y encontraremos aquellos puntos que podemos reforzar, corregir o dejar de lado.<\/p><p>Paso 5: Ajustar la estrategia de comunicaci\u00f3n<\/p><p>Tras el an\u00e1lisis y con los datos sobre la mesa, debes adaptar tu estrategia y tus esfuerzos de comunicaci\u00f3n a los resultados. Somos conscientes de que este es uno de los pasos m\u00e1s dif\u00edciles porque muchas veces implica renovar canales, mensajes y recursos.<\/p><p>En estos tiempos de comunicaci\u00f3n con la aparici\u00f3n de nuevos medios, plataformas y h\u00e1bitos de informaci\u00f3n a velocidad de v\u00e9rtigo, es f\u00e1cil quedarse atr\u00e1s en comunicaci\u00f3n. Por eso recomendamos realizar una Auditor\u00eda de Comunicaci\u00f3n cada dos a\u00f1os.<\/p><p>Por nuestra experiencia sabemos que la auditor\u00eda debe realizarla alguien ajeno a la organizaci\u00f3n para no introducir un sesgo en el an\u00e1lisis. Esto no significa en absoluto que reniegue de su equipo de comunicaci\u00f3n. Ellos ser\u00edan los primeros beneficiados de la auditor\u00eda, ya que se pondr\u00e1 de relieve su trabajo y se les ayudar\u00e1 a definir nuevos mensajes y a seleccionar los canales adecuados.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-0d145d1 elementor-section-boxed elementor-section-height-default elementor-section-height-default wpr-particle-no wpr-jarallax-no wpr-parallax-no wpr-sticky-section-no\" data-id=\"0d145d1\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-039bd68\" data-id=\"039bd68\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-819e8a8 elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"819e8a8\" data-element_type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.11.5 - 14-03-2023 *\/\n.elementor-widget-divider{--divider-border-style:none;--divider-border-width:1px;--divider-color:#2c2c2c;--divider-icon-size:20px;--divider-element-spacing:10px;--divider-pattern-height:24px;--divider-pattern-size:20px;--divider-pattern-url:none;--divider-pattern-repeat:repeat-x}.elementor-widget-divider .elementor-divider{display:flex}.elementor-widget-divider .elementor-divider__text{font-size:15px;line-height:1;max-width:95%}.elementor-widget-divider .elementor-divider__element{margin:0 var(--divider-element-spacing);flex-shrink:0}.elementor-widget-divider .elementor-icon{font-size:var(--divider-icon-size)}.elementor-widget-divider .elementor-divider-separator{display:flex;margin:0;direction:ltr}.elementor-widget-divider--view-line_icon .elementor-divider-separator,.elementor-widget-divider--view-line_text .elementor-divider-separator{align-items:center}.elementor-widget-divider--view-line_icon .elementor-divider-separator:after,.elementor-widget-divider--view-line_icon .elementor-divider-separator:before,.elementor-widget-divider--view-line_text .elementor-divider-separator:after,.elementor-widget-divider--view-line_text .elementor-divider-separator:before{display:block;content:\"\";border-bottom:0;flex-grow:1;border-top:var(--divider-border-width) var(--divider-border-style) var(--divider-color)}.elementor-widget-divider--element-align-left .elementor-divider .elementor-divider-separator>.elementor-divider__svg:first-of-type{flex-grow:0;flex-shrink:100}.elementor-widget-divider--element-align-left .elementor-divider-separator:before{content:none}.elementor-widget-divider--element-align-left 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data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-9433562 elementor-widget elementor-widget-heading\" data-id=\"9433562\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">\u00bfQu\u00e9 opina?<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-2fc8c13 elementor-align-center elementor-widget elementor-widget-button\" data-id=\"2fc8c13\" data-element_type=\"widget\" data-widget_type=\"button.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-button-wrapper\">\n\t\t\t<a href=\"mailto:hello@stelb2m.com\/es\" class=\"elementor-button-link elementor-button elementor-size-sm\" role=\"button\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t<span class=\"elementor-button-text\">m\u00e1ndenos su opini\u00f3n<\/span>\n\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-2e68e7c elementor-widget elementor-widget-spacer\" data-id=\"2e68e7c\" data-element_type=\"widget\" data-widget_type=\"spacer.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.11.5 - 14-03-2023 *\/\n.elementor-column .elementor-spacer-inner{height:var(--spacer-size)}.e-con{--container-widget-width:100%}.e-con-inner>.elementor-widget-spacer,.e-con>.elementor-widget-spacer{width:var(--container-widget-width,var(--spacer-size));--align-self:var(--container-widget-align-self,initial);--flex-shrink:0}.e-con-inner>.elementor-widget-spacer>.elementor-widget-container,.e-con-inner>.elementor-widget-spacer>.elementor-widget-container>.elementor-spacer,.e-con>.elementor-widget-spacer>.elementor-widget-container,.e-con>.elementor-widget-spacer>.elementor-widget-container>.elementor-spacer{height:100%}.e-con-inner>.elementor-widget-spacer>.elementor-widget-container>.elementor-spacer>.elementor-spacer-inner,.e-con>.elementor-widget-spacer>.elementor-widget-container>.elementor-spacer>.elementor-spacer-inner{height:var(--container-widget-height,var(--spacer-size))}<\/style>\t\t<div class=\"elementor-spacer\">\n\t\t\t<div class=\"elementor-spacer-inner\"><\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Todos tenemos claro que vivimos en un entorno de comunicaci\u00f3n muy complejo que ya no s\u00f3lo abarca los medios escritos y digitales, sino tambi\u00e9n, y cada vez con mayor impacto, los medios sociales, la comunicaci\u00f3n digital y las plataformas de mensajer\u00eda.<\/p>\n","protected":false},"author":1,"featured_media":1386,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_kad_post_transparent":"","_kad_post_title":"","_kad_post_layout":"","_kad_post_sidebar_id":"","_kad_post_content_style":"","_kad_post_vertical_padding":"","_kad_post_feature":"","_kad_post_feature_position":"","_kad_post_header":false,"_kad_post_footer":false},"categories":[51,48,47,49,50],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.3 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Auditor\u00eda de comunicaci\u00f3n externa - ES Business to media<\/title>\n<meta name=\"description\" content=\"A communication audit is a powerful tool to define the communication strategy and to assess the efforts made. 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