La comunicación en redes sociales y el fortalecimiento de una marca
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Fecha
2016
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Universidad de Guayaquil Facultad de Ciencias Administrativas
Resumen
El sitio web de una empresa es indispensable para que ésta sea localizada por medio de los
buscadores, sin éste domicilio virtual prácticamente no existe comercialmente en internet. De
ahí la importancia de determinar si la página web está siendo útil en la organización y cuan
rentable es mantenerla para conectarse con potenciales y actuales clientes. Todos estos aspectos
van a ser tomados en cuenta para cumplir el objetivo general de la presente investigación:
establecer una estrategia para fortalecer la marca Milesi mediante la comunicación en redes
sociales. En este contexto el empresario se pregunta ¿lo estamos haciendo bien?, al cliente, ¿lo
conocemos? Para salir de ésta incertidumbre se plantea técnicas cuantitativas y cualitativas. En
la presente investigación se recopila información, se aplica la técnica de la observación directa
y estructurada de los medios digitales. El estudio fue realizado al sector formal de los clientes
de almacén Milesi, conformado por mueblerías; se aplicó la encuesta para hacer un diagnóstico
de la página web y una segunda para conocer cuáles son los hábitos y preferencias del
consumidor en lo que respecta a comunicación digital, ambas se aplicaron al mismo grupo, se
realizó también una encuesta del sitio web en Facebook. Conclusiones a las que se llegó es que
la Marca Milesi no está bien posicionada con sus clientes en Guayaquil en los medios virtuales.
La red social que prefieren los encuestados es Facebook. Que la forma más común de
comunicarse es por dispositivos móviles inteligentes utilizando de WhathApp Messenger.
The website of a company is essential for it to be located by search engines, without this virtual address, it simply doesn´t exist commercially in the internet. Hence the importance of determining whether the site is still useful in the organization and how profitable is to keep it to connect with current and potential customers. All these aspects will take into account to meet the overall objective of this research: to establish a strategy to strengthen the brand “Milesi” throughout social media. In this context the businessperson question, what we are doing well? Customer, do you know? To get out of this uncertainty quantitative and qualitative techniques arises. In this research information is collected, the technique of direct observation applies and structured digital media. The study was conducted in the formal sector customers store Milesi, consisting of furniture stores; the survey was to make a diagnosis of the website and a second to see what habits and consumer preferences with regard to digital communication are both applied to the same group, a survey by the website Facebook was also performed. Conclusions were reached is that the brand “Milesi” is not well positioned with its customers at Guayaquil in virtual media. The respondents prefer social media is Facebook. The most common way to communicate is by using smart mobile devices of WhathApp Messenger.
The website of a company is essential for it to be located by search engines, without this virtual address, it simply doesn´t exist commercially in the internet. Hence the importance of determining whether the site is still useful in the organization and how profitable is to keep it to connect with current and potential customers. All these aspects will take into account to meet the overall objective of this research: to establish a strategy to strengthen the brand “Milesi” throughout social media. In this context the businessperson question, what we are doing well? Customer, do you know? To get out of this uncertainty quantitative and qualitative techniques arises. In this research information is collected, the technique of direct observation applies and structured digital media. The study was conducted in the formal sector customers store Milesi, consisting of furniture stores; the survey was to make a diagnosis of the website and a second to see what habits and consumer preferences with regard to digital communication are both applied to the same group, a survey by the website Facebook was also performed. Conclusions were reached is that the brand “Milesi” is not well positioned with its customers at Guayaquil in virtual media. The respondents prefer social media is Facebook. The most common way to communicate is by using smart mobile devices of WhathApp Messenger.
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Palabras clave
COMUNICACIÓN WEB, REDES SOCIALES, WHATSAPP