Las redes sociales y su incidencia en el posicionamiento de la marca corporativa institucional: caso, Unidad Educativa Particular Juana de Dios, en la ciudad de Machala, El Oro.

Abstract

The present research aims to determine how the use of social networks, in this case, Facebook, influence as a strategy of notoriety and positioning in the institutional corporate brand of the Particular Educational Unit 'Juana de Dios', through the characterization of the type of published content and the message that the institution wishes to project as a brand. For this, the applied methodology was direct observation and content analysis of Facebook posts, tools that will allow us to correctly collect information and data of vital importance for the investigation. In addition, for this study variables such as the type of content, user participation and the projection of the design and message were considered. The observation and content analysis allowed to determine that the institution adequately manages social networks according to the institutional objectives, but that, nevertheless, this would be more effective if there is a planning for each month.