Digital communication on Facebook

Comunicación digital en Facebook : Estrategias implementadas por el Ministerio de Salud del Perú en tiempos de pandemia Strategies implemented by the Ministry of Health of Peru in times of pandemic

The scientific article determined the communication strategies in the digital environment used by the Ministry of Health of Peru (MINSA) on Facebook during the Covid-19 pandemic. The research design was quantitative, descriptive non-experimental - cross-sectional. The research topic was chosen because of the relevance of governmental communication with the Peruvian population in times of health emergency where the dissemination of information played a fundamental role. A total of 106 MINSA Facebook posts were analyzed, finding communication strategies applied, characteristics of the content, and posts with the highest level of interaction using an observation guide and an interview guide as data collection instruments. In conclusion, it was observed in the MINSA Facebook account that the strategies implemented are communicative layering, professionalization of digital management, and cyber activism, being the contents with the highest publication and participation the graphic pieces related to vaccination against COVID-19.