Plan estratégico de comunicación digital para el posicionamiento del Concejo de Alcaldes y Gobernador del Pueblo Indígena Natabuela, ubicado en la Provincia de Imbabura

Abstract

Abstract: This work develops a strategic digital communication plan for the positioning of the Council of Mayors and Governor of the Natabuela Indigenous People (CAGPIN) through social media platforms. The tools used for the situational analysis were SWOT analysis; PESTEL analysis to understand the political, economic, social, technological, legal, and environmental factors; a Social Media Audit; Keyword Analysis; and the Business Model Canvas. The objectives aim to increase brand visibility in search engines; improve interaction and engagement on social media; and create a digital content calendar to strengthen the brand's identity, visibility, and reputation with segmented audiences and stakeholders. The content strategy focuses on multiplatform distribution and a publication plan that integrates cultural, educational, and informational topics. SEM strategies are proposed for positioning, along with specific tactics for social media. In conclusion, the aim is to strengthen CAGPIN's positioning, preserving and promoting its cultural identity in the digital environment. Implementation, monitoring, and continuous evaluation are recommended to ensure the achievement of the stated objectives.