Propuesta de Construcción de la Estrategia de Comunicación Digital de Radio El Sol de Pujilí

Abstract

Abstract: The digital revolution which we have lived through in these past years have clearly shown the need to introduce us into this world, this imperious need in which companies look to put themselves in a position of advantage, mostly broadcasting companies, as such traditional media who want to rise above this revolution have also looked into adapting into the digital world, as such is the case of Radio el Sol Pujili. The evolution or growth of a traditional social media outlet on to a modern social media company can be at first done in an intuitive way, nevertheless nowadays the digital public is looking for more, they are looking for engaging conversations, and quality content available at every moment. This present paper was developed with the aim of working on a proposal for strategic building in digital communication. An assessment was done in regards to the situation of the company, the context surrounding digital media in Ecuador and the evolution taking place from a traditional media company to a modern digital one. The results obtained show that it isn t enough with an intuitive approach, but that it is necessary to show an approach coherent with the surrounding target and with a defined public, thus positioning the media outlet in the digital world.