Plan de Comunicación Digital para la Universidad Técnica De Ambato

Abstract

Abstract: The evolution of digital communication and consumption of social networks has transformed the culture, people's behavior and performance around the world of web 2.0, this event entails responsibility in the content that can be disseminated, taking into account the importance of verifying information, and use that can be given to these tools. Within the academic environment this is a factor that allows the institution to approach its community, without neglecting the objective of disseminating the actions; this is achieved through the development of a digital plan for the Technical University of Ambato, so the qualitative and quantitative methodology is applied detecting strategic measurement factors to take communicational actions with the basis of the in-depth interview that serves as a roadmap, strengthening the research with web and social analytics, this being an opportunity to know the brand. This highlights the relevance of communication planning to provide valuable content and strengthen the relationship with the public.