Plan estratégico de comunicación digital para la empresa Pública de la Mancomunidad Cotopaxi

Abstract

Abstract: Digital communication is a relatively young discipline that is constantly changing. From this perspective it is necessary to understand its theoretical origin, as well as its contemporary pragmatic development. Organizations have recognized the importance of digital communication in their management, which is why they prioritize strategies based oninstitutional objectives and meeting the needs of the market, always thinking about praxis and adaptability to change.Thus, the investigative interest of the present work arose, whose objective is the design of a digital communication strategy for theEmpresa Pública de la Mancomunidad de Cotopaxiin order to strengthen the proximity of the public of interest with the institution.In this context, 360 surveys of the entity's stakeholders were carried out. Thanks to their feedback, it was possible to analyze schedules, themes, content on networks that allowed us to structure an inbound marketing strategy according to their interests and relevance. Likewise, it was clear that both Facebook and YouTube are the most efficient digital channels to meet the stated objective.