Plan de comunicación digital para optimizar la presencia de Fundación de las Américas FUDELA en medios sociales y mejorar su posicionamiento de marca

Abstract

Abstract: This paper presents the development of a digital communication strategy aimed at strengthening the positioning of Fundación de las Américas FUDELA on social media, specifically Facebook and Instagram. Based on an internal assessment, several weaknesses were identified in the planning and implementation of content, as well as low levels of audience engagement. In response, a proposal was designed that focuses on emotional, testimonial, and project-based content, developed since March and aligned with FUDELA s institutional identity. These materials were created to foster authentic connections with the organization s audiences through transparent communication. The strategy also includes the use of digital monitoring tools to evaluate performance in real time and make timely adjustments. The plan outlines sustainable and adaptable actions that optimize available resources and enhance the organization s visibility. Additionally, this proposal has the potential to be replicated by other social organizations. More than just executing projects, the goal is to position FUDELA as a reference in impactful and human-centered communication.