Plan de comunicación digital para el espacio cultural pop art teatro studio de la ciudad de Machala

Abstract

Having a digital presence is becoming increasingly important, which is why this work focuses on developing a digital communication plan to strengthen the image of the cultural space Pop Art Teatro Studio in the city of Machala, in a period of two months. This is one of the few independent spaces in the city in charge of disseminating the performing arts with a special focus on theater. First of all, it is intended to know the current situation of the space, for this we made use of virtual ethnography by applying a metric table to obtain statistical data and analyze the content of its two social networks. An interview with the director of the space and a focus group directed to its members, plus the use of the SWOT tool. The virtual ethnography was also applied to two selected accounts related to the theater field, analyzing their strategies and content shared on the network about acting training and plays. Finally, the interview applied to 5 professionals or experts in the digital field. For the development of the contents, the use of storytelling and the application of different digital formats is used. Obtaining as a result the increase of the community in both social networks, fulfilling the first objective of the action plan, so it is evident the strengthening of its image, becoming a space better known by the local public.