Instagram como herramienta para fortalecer la marca personal en los profesionales en comunicación social del Ecuador

Abstract

This degree work aims to investigate the Instagram platform as a tool to strengthen the personal brand in professionals in social communication in Ecuador, so it will talk in depth about the personal brand and how prominent communicators at the national level use the application of Instagram to maintain its positioning. For this reason, it is of special interest to know the various strategies used by these professionals to do so Raise strategies to strengthen the personal brand of social communicators from Ecuador on the social network Instagram. It is intended to make known through an exhaustive investigation the theories of how the image helps to strengthen the personal brand, where different subtopics are broken down at the same time as discovering several strategies that will help to better strengthen a personal brand. As it should, by means of the observation tool, several files were elaborated where ten most outstanding communication professionals were analyzed in depth, in this case we worked with communicators who have a third level. So the tools to use are observation and interviews. In the observation, it is planned to observe the instagram profile of each of the professionals, the interactions and photographic criteria, the personal brand, the basic characteristics of a personal brand and finally the categorization of brands will also be examined. From an individual and joint analysis, it was obtained as a result of the tables that communication professionals have been able to position themselves on the platform in addition to the fact that most of them upload both personal and professional content and all play an important role in their functions of communication such as sharing news conducting expert interviews, travel entertainment, cooking, fashion, as well as sharing with your family. In the interview with Andrés Jungbluth, Andrea Torres and Marcelo Cornejo, who are three communication professionals, it was possible to rescue that each of them does not use any type of strategy, however the actions they carry out in their personal account indicate otherwise. , since they show their honesty, commitment to update their account, to share their knowledge in addition to sharing their best moments with the family. In conclusion, it can be indicated that each of the specific objectives has been met, so that from this it is possible to build or propose personal brand strategies for the benefit of communicators, of which they can be visualized in chapter II as part of the research is the AIDA model, which means Action, Interest, Desire and Action, and the 5 phases of the Mc Nally and Speak model. Where they all help to notably improve the personal brand, so I recommend each of the communication professionals to introduce themselves in this new methodology that positions and gives influence to people who know how to implement their personal brand. I also recommend for future research to apply these strategies in order to obtain broader results and thereby improve any shortcomings.