Resumen

GALIANO CORONIL, Araceli  y  ORTEGA GIL, Manuela. Marketing social, indicadores de bienestar y ODS. Análisis de la cuenta oficial del gobierno de España @desdelamoncloa. Retos [online]. 2019, vol.9, n.18, pp.219-238. ISSN 1390-8618.  https://doi.org/10.17163/ret.n18.2019.03.

Social media are communication tools that facilitate citizens' awareness of social problems. Through Twitter, governments can obtain useful information and make decisions to improve the well-being of the community and raise public awareness about how to achieve the Sustainable Development Goals (SDG). This work shows how Twitter and social marketing serve as economic policy instruments and aims to know if the messages published by the official twitter account of the Spanish Government (@desdelamoncloa) talk about the SDG and well-being, as well as to analyze the impact of publications with content on these objectives. The methodology of content analysis is used from a double approach, qualitative and quantitative, examining the messages published by @desdelamoncloa during 2018, as well as its relationship with the SDG and the Sustainable Wellbeing Indicator. The results reflect that the most commented SDG (those related to gender equality and inequalities) are not the ones that have obtained the greatest impact from the public (work and economic growth. Thus far, the highly valued posts have content about the SDG included in the element of the Indicator of Sustainable Welfare called Welfare, Economy and Sustainability. Likewise, the qualitative analysis reflects that the messages published are informative with content about government actions and also, the word welfare appears in a context where the values ​​that Spain represents stands out.

Palabras clave : Marketing; Social; indicators; wellbeing; development; sustainable; Twitter; government.

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