## 4 Discussion and Conclusions
It is undeniable that most social organizations lean toward symmetrical and bidirectional \"participation\" resources, such as sending queries, support, economic donations or sponsorship, web searching, and file downloads, reflecting an orientation toward resource acquisition and information dissemination. However, attention to the asymmetrical and bidirectional \"review/comment\" category, encompassing tools enabling users to review, comment on, evaluate, and respond to an organization's web content, is limited, especially concerning surveys and the ability to evaluate said content--resources that could facilitate increased interaction and feedback from users. International social organizations exhibit different levels of interactivity on their websites depending on the type of resources they employ. Only two organizations, Direct Relief and Action Against Hunger, reach the maximum level of interactivity in both unidirectional and bidirectional resources, indicating their superior utilization of digital tools for communication with their audiences. Most organizations have high interactivity in unidirectional resources but moderate or low interactivity in terms of bidirectional resources, suggesting a greater focus on information dissemination than on dialogue and user participation. To address this, more tools facilitating dialogue with and the participation and collaboration of website visitors, as well as personalization, evaluation, and the scoring of web content, could be employed. These tools could enhance user satisfaction, loyalty, and trust, fostering increased user engagement and social commitment. Achieving an effective balance between a strong social media presence and the need for more interactive communication on their websites would require a complementary approach to both channels, as social media and websites play different roles. While social platforms are ideal for rapid interaction, the dissemination of information, and the immediate and direct participation of an audience in real time, websites allow for a more detailed presentation of the missions, projects, and achievements of NGOs, encourage participation in specific activities, as well as favoring spaces that allow the acquisition and management of support, donations, or sponsorships. On the other hand, incorporating interactive sections on websites, such as discussion forums, blogs, online surveys, comment forms, and community participation tools, allows an audience to actively contribute to and feel part of an NGO's online community. Another communication strategy that contributes to this balance is the integration of social media content into the website, and vice versa. This can include social media widgets on a website, links to social media from the website, and embedding social media posts on specific pages of a website. In addition, engagement in transmedia campaigns and actively listening to audiences through social media to understand their needs and concerns, and then channeling that feedback to develop interactive content and resources on their websites, are strategies that also help to ensure that the use of both channels--web and social media--is balanced and complementary. In general, social organizations are increasingly aware of the potential of Web 2.0 for establishing virtual dialogue and interaction with users, allowing for co-creation and active participation on their websites through the inclusion of initiatives and ideas. Therefore, we conclude that international non-governmental organizations still suffer from certain shortcomings in the strategic management of digital communication on their web platforms. Simultaneously, a strong presence on the most popular social networks was observed. As future lines of research to be explored in the field of online communication, we can point out the following: investigating how digital tools affect the participation of stakeholders, attracting donors, volunteers, and beneficiaries, taking into account the use of tools that involve greater dialogue and participation.