Social media planner para la gestión de redes sociales de la empresa Pismade S.A. en la ciudad de Riobamba

Abstract

The objective of this research was to use the social media planner to manage the social networks of the company Pismade S.A. in the city of Riobamba. The first step was to carry out bibliographical research that supported similar studies on the applied study variables. This study follows a hybrid approach whose technique was a survey directed at economically active citizens of Riobamba. The type of study is cross-sectional and based on an inductive, deductive, analytical, synthetic, and systemic methodology. Next, the data obtained allowed us to verify the hypothesis through Spearman's correlation, whose findings reported that the variables share a moderate correlation intensity. After this process, the data collected were essential for the SWOT situational analysis of the company. As a result, it was possible to determine that the Pismade company does not make an optimal use of social networks; for this reason, implementing the social media planner enables the appropriate management of social networks in the company. Finally, it was necessary to set seven social media strategies that will be socialized with the company manager to improve and promote the correct use of the social networks of the company Pismade S.A. of Riobamba city.