La Gestión de medios sociales de la escuela de español Montañita Spanish School, de la Parroquia Manglaralto, Provincia de Santa Elena en el contexto de la pandemia COVID 19

Abstract

Abstract:The present investigation is carried out with the objective of analyzing the impact that the management of social media has on the Spanish school "Montañita Spanish School", as a strategy for its permanence in the market. The methodology is based on the mixed approach, techniques and instruments that allow the measurement of data (interview and survey) were used. The type of research applied is descriptive and observational. The phases of the research process frame four stages that allowed collecting enough information to support the development of the topic in context. The population under study is made up of teachers and students who are part of the school, the students were chosen at random. The results show that the published content was unattractive and there was little interaction. Two key actions were proposed to improve the relationship and attract more customers, the first consists of delegating an expert person who is responsible for managing social media and the second in establishing strategies for managing digital channels, considering the contents, publication frequency, materials and metrics to determine the scope of each publication.