Creación de un plan estratégico de comunicación digital para posicionar la imagen de la empresa Zarza Brewing Company en la red social Facebook

Abstract

Abstract: Strategic communication is essential to efficiently manage the company's intangible resources. In this sense, a communication plan is proposed to favor the positioning of the company by carrying out an internal and external analysis through different instruments. Therefore, the objective of this Master's Thesis is to develop a strategic plan for digital communication to increase interactivity and followers on the Facebook social network of Zarza Brewing Company. Regarding the methodology, the nested method was used, being the qualitative one the predominant one. The data collection techniques and instruments used were the SWOT/CAME matrix, the semi-structured interview, the survey, the focus group, PESTEL and benchmarking. The results show that the company needs to hire professionals or advertising agencies that promote their products and services on social networks to rescue the brand identity and interaction with users and loyal customers who have already enjoyed the service provided with the product. in order to improve brand positioning through engagement strategies and content production.