Estrategia de posicionamiento en redes sociales y sitio web para la Dirección de Industria Aeronáutica

Abstract

Abstract: This thesis proposes a social media and website positioning strategy for the Ecuadorian Air Force's Aeronautical Industry Directorate, with the goal of strengthening its digital presence. The research is based on the foundations of strategic communication and digital marketing, which help understand the importance of conveying a coherent and professional institutional image in digital media. Relevant information about the brand and its current digital communication approach was compiled, demonstrating limitations in the way content is generated, interaction with the target audience, and improving search engine positioning. The methodology used was based on a mixed-method approach, through interviews with the executives responsible for each area. Based on the assessment of the results achieved, opportunities for improvement were defined, both in the design and frequency of publications, as well as in the use of SEO tools. Finally, a comprehensive 360-degree communication proposal was proposed, focused on improving the DIAF's digital strategy, promoting visibility, awareness, and engagement with its target market.