Comunicación digital de la organización internacional para las migraciones: De la presencia a la colaboración

The digital communication of the International Organization for Migration (iom), an intergovernmental body that promotes human migration, seeks international cooperation to find solutions and offers humanitarian assistance to migrants. This research analyzed the digital communication in 2019 and 2020 of the iom on Facebook and Twitter, based on the quantitative measurement of the presence, relevance and reaction, in relation to the content analysis of the interaction (proximity, monitoring, connection and collaboration) with respect to iom’s objectives. Among the main findings, it was found that the relevance of the content in 2020 in both social media was more focused on user interests than in 2019; while the interaction in 2020 was higher on Facebook than on Twitter. However, no iom objective was observed in both social networks that concentrated neither the largest number of comments in 2020 nor reactions in 2019 and 2020. The findings made it possible to identify the level of impact that iom’s digital communication has among its followers and the lack of true collaboration that allows, beyond informing, generating dialogue and creating a community of support for the migrant.