Plan de comunicación digital para el Municipio de Loja

Abstract

Abstract: Social networks are mass media, which allow the sharing of varied information of interest to their followers, but all this content must be included in a digital communication plan, a key tool that properly organizes ideas, allows plan the strategies, actions and publication dates of audiovisual creations, with an evaluation process that constantly measures the social media impact. This research work was carried out in order to establish a digital communication plan for the Municipality of Loja. Information was collected based on the context of the municipal institution, delving into its organic structure, proceeded to conduct a social media audit of the publications in municipal social networks and to conduct interviews with experts in digital communication and communication directors of the municipal entity. In the general digital communication plan, objectives were determined to position the municipal brand, and with it, strategies, actions, chronopost, examples of audiovisual content, evaluation of the communication process and even a guide with effective guidelines for municipal social networks.