Gestión de medios sociales de emprendimientos y PYMES de la ciudad de Santo Domingo, en el contexto de la pandemia COVID-19. Casos: Cevichería Alcatraz Senior, restaurante La Viña Matriz, Restaurante Comidas D`Zoila

Abstract

Abstract: Globalization opened the borders of communication, the ways of relating to each other and the presence of the COVID-19 pandemic substantially changed the behavior of organizations. The direct impact on economic development forced a general rethinking of companies. The digital environment was the great ally to apply communication strategies, and allowed to determine whether or not businesses used more social networks. The management of social media of enterprises and PYMES in the city of Santo Domingo in the context of the pandemic, is related to the investigation of before and during the confinement caused by the health crisis. There were enterprises that survived, disappeared while others emerged temporarily, with their presence in the market they favored the supply of products to customers who required them at the time. The behavior in the digital environments of the organizations was analyzed and how was the communication management of the social media Facebook, Instagram and WhatsApp that allowed the realization of online sales, strengthening digital communication with the shared advertising that offered their products. , to the vast digital market.