El Community Manager desde una perspectiva estratégica en la Facultad de Ciencias Administrativas de la Universidad de Guayaquil de la carrera Ingeniería Comercial
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2016
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Universidad de Guayaquil. Facultad de Ciencias Administrativas. Escuela de Ingeniería Comercial
Resumen
El presente proyecto de investigación, se refiere al “Community Manager” visto desde una perspectiva estratégica en la carrera de Ingeniería Comercial, Facultad de Ciencias Administrativa de la Universidad de Guayaquil.
El objetivo de la tesis es desarrollar una propuesta estratégica por medio del “Community Manager” para mejorar la gestión de comunicación on-line que se lleva a cabo en las redes sociales, utilizadas actualmente como medio de comunicación hacia a los estudiantes y personas afines que pertenecen a la institución de educación superior.
“Community Manager” es el nombre que se le otorga al cargo, persona o conjunto de personas que están detrás de las redes sociales dando a conocer la marca de una empresa u organización. El comunicador social pretende generar interés a sus seguidores en visitar constantemente las páginas o sitios web de la empresa. Además que se muestra como un amigo posteando contenidos no sólo informativo o publicitario, sino brindándole información de valor, estableciendo empatía con sus fans o seguidores, con la implementación de la propuesta junto a los recursos físicos e humanos, se busca en primera instancia satisfacer las necesidades que se hace presenten a través de los comentarios en las distintas redes sociales.
Como estrategia de marketing, se opta por empezar con el cambio de mentalidad con respecto al cargo y sus respectivas funciones, brindarle el empoderamiento del cargo, los equipos de oficina y de trabajo, establecer los canales de comunicación interno, mejorar el tipo de conectividad y demás indicadores que permitan convertir a las redes sociales en una solución inmediata ante los ojos de los clientes (estudiantes) y demás.
Desde el punto de vista inversionista, el proyecto de investigación generará egresos de gran valor que están proyectados a cinco años, debido a que con una gran inversión se obtendrá un retorno intangible que se basa en cuantificar las acciones y relaciones que la marca de la empresa construye en los medios sociales frente a la competencia.
This research project refers to "Community Manager" seen from a strategic perspective in the race of Commercial Engineering, Faculty of Administrative Sciences at the University of Guayaquil. The aim of the thesis is to develop a strategic proposal by the "Community Manager" to improve the management of online communication that takes place in social networks, currently used as a means of communication to students and people related to they belong to the institution of higher education. "Community Manager" is the name that is given to the office, person or group of people behind social networks to publicize the brand of a company or organization. The social communicator intended to generate interest in his followers constantly visit the pages or web sites of the company. In addition shown as a friend posting not only informative or advertising content but providing valuable information, establishing empathy with their fans or followers, with the implementation of the proposal with the physical and human resources, it seeks first meet needs is presented through the comments on the various social networks. As a marketing strategy, you choose to start with a change in mentality regarding the charge and their respective functions, provide empowerment of office, office equipment and work, establish channels of internal communication, improve the type of connectivity and other indicators to make social networks in an instant solution in the eyes of customers (students) and others. From an investor's view, the research project will generate outflows of great value that are projected to five years, because a large investment an intangible return based on quantified actions and relationships will be obtained that the company brand builds on social media against the competition.
This research project refers to "Community Manager" seen from a strategic perspective in the race of Commercial Engineering, Faculty of Administrative Sciences at the University of Guayaquil. The aim of the thesis is to develop a strategic proposal by the "Community Manager" to improve the management of online communication that takes place in social networks, currently used as a means of communication to students and people related to they belong to the institution of higher education. "Community Manager" is the name that is given to the office, person or group of people behind social networks to publicize the brand of a company or organization. The social communicator intended to generate interest in his followers constantly visit the pages or web sites of the company. In addition shown as a friend posting not only informative or advertising content but providing valuable information, establishing empathy with their fans or followers, with the implementation of the proposal with the physical and human resources, it seeks first meet needs is presented through the comments on the various social networks. As a marketing strategy, you choose to start with a change in mentality regarding the charge and their respective functions, provide empowerment of office, office equipment and work, establish channels of internal communication, improve the type of connectivity and other indicators to make social networks in an instant solution in the eyes of customers (students) and others. From an investor's view, the research project will generate outflows of great value that are projected to five years, because a large investment an intangible return based on quantified actions and relationships will be obtained that the company brand builds on social media against the competition.
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ESTRATEGIAS DE DESARROLLO, RECURSOS HUMANOS, MERCADO FINENCIERO, ADMINISTRACIÓN DE RECURSOS