: Diseño de un plan de comunicación estratégica y marketing digital en redes sociales para el GAD Montúfar

Abstract

Abstract: This project aims to develop a strategic communication and digital marketing plan for the Decentralized Autonomous Government of Montúfar, in order to strengthen its digital presence and foster greater citizen engagement. An analysis was conducted, which revealed weaknesses in communication strategies, such as a lack of interaction on social media and low-quality posts. To improve these areas, changes are proposed, such as improving the design of posts, creating tutorials, and conducting live streams to engage in dialogue with citizens. To better understand the issues, various methods were employed, including a brief, SWOT analysis, PESTEL analysis, surveys, and an analysis of the current situation. Based on this data, strategies were defined to improve social media presence by 25% and encourage citizen participation, which will help strengthen trust and the relationship between the Decentralized Autonomous Government and the community.