Plan social media para promover la identidad digital de la cámara de turismo de El Oro.

Abstract

This research work is based on the development of a proposal for a communication plan for the social networks of the "Cámara de Turismo de El Oro", where various strategies are proposed that can be implemented in the long term on the fan page of the social network Facebook and Instagram account, in order to promote the digital identity of the organization.

For the realization of this project several techniques and research methods were applied, where interviews were conducted with experts in the area of digital communication, marketing and management of social networks of institutions and companies; in order to identify the necessary guidelines to develop the action plan effectively; Likewise, the President and the Executive Director were interviewed as main members of the Board of Directors of the Guild and it was necessary to interview one of the former presidents who was from the beginning of its creation to learn about the history, mission, vision and raison for being of the institution; in order to analyze the organizational situation of Captur El Oro and propose a plan that is in accordance with the institutional guidelines of the guild.

Through the observation technique, the current state of the social networks was analyzed, where the level of interaction, reach and number of followers was identified in order to identify the causes of the problem and provide a strategic solution through the proposal of the social media plan; which was finally presented to the Executive Director who is responsible for managing and advising the board of members of Captur El Oro; for its proper functioning; at the end of the presentation he took into consideration the recommendations issued in the document showing interest in implementing the strategies described for the proper management of social networks Facebook and Instagram of the Provincial Chamber of Tourism of El Oro.

Since the advent of the internet, the way we communicate has changed; as a result of this, social networks emerged, giving as a result the opportunity to interact with people from all over the world, in the same way the various tools they have allow us to be consumers of content and at the same time creators; making technology part of a basic service of human beings in everyday life; for this reason companies and institutions must be where their target audience is, capture their attention, innovate, reinvent themselves through their publications issued in their social networks in order to enhance their brand. At the institutional level, as is the case of Captur El Oro, this tries to show the various activities carried out to strengthen the tourism sector; one of them is to position the province as one of the most desired destinations showing the benefits it has; using social networks as a tool to help promote these sectors and build trust, credibility, being a respectable institution. In such a way that this project took as a reference the objectives of the guild in order to propose a plan that is aligned to the fulfillment of these objectives.