Passarinho, AldoSantos, CristinaBernardes De Oliveira, Sandra MargaridaLeal, SusanaRodrigues, AnaAmaral, MartaSantinhos, JoanaDiniz, Alice2020-03-162021-03-152020-02-07Passarinho, A., Santos, C., Oliveira, S., Leal, S., Rodrigues, A., Amaral, M., Santinhos, J. & Diniz, A. (2020). Digital communication strategy for a social economy project supported by web platform [Conference session]. 1st International Conference on Management, Technology and Tourism: Social Value Creation (ICOMTT2020), Santarém, Portugal.http://hdl.handle.net/10400.15/2846Purpose: This study aims to systematize key indicators considered in the communication strategy of the “Volto Já – Senior Exchange Program” project, according to its communication plan, comprising objectives, planned activities and contribution to validate a business model applied to the social economy sector. Recent studies indicate that the percentage of older adults using social networking technologies is increasing, stimulating research on "their use" and on their "communication behaviours". However, the literature states that it is necessary to distinguish between "social networks" and "social support", which are relevant for communication and the development of the web platform that aims to promote the mobility of older people. It is necessary to adapt messages and channels to the platform's objectives, seeking to respond to the "how" and "why" of communication options. Design/methodology/approach: The research took on an exploratory case study based on the "Volto Já" project, ensuring the validity of the research construct by adopting different sources of chained evidence. The literature review and empirical knowledge allowed the creation of quantitative data collection protocols which analysis ensured the reliability of the case study and its transferability. Findings and Value: A web-based service implementation, with a value proposition aimed at promoting a business model in the field of senior tourism, requires the study of the digital communication strategy appropriate to the growing involvement of the target audience in the service development. Adopting appropriate metrics to assess the effectiveness of digital communication strategy also provides data for the development and validation of the business model.engDigital CommunicationCommunication PlanCommunication StrategySocial EconomySenior TourismSocial Mediaconference object