Diseño de un plan de social media marketing para mejorar el posicionamiento de la Empresa CONSTRUHOGAR en la ciudad de Riobamba

Abstract

The following investigative study is the design of a Social Media Marketing plan, with the objective to improve the positioning of the CONSTRUHOGAR company, in the city of Riobamba. To carry out the analysis of the situation of the company, a field investigation was carried out, in which the survey was applied to a sample 383 individuals, obtained from the total number of people who have their own house in the urban sector of the city. Among the results analyzed, it was obtained that: the faucet is the most commercialized product in the sector, people buy when they need spare parts and are motivated to acquire a product when appreciating its quality, the need to improve the positioning of the company was ratified, it found that Facebook is the most used website, users search for products and show interest in tips and recommendations. Consequently, through an observation sheet, various parameters of the company's Fanpage were evaluated, such as visual appearance, contributions to e-branding, quality and description the published content. The proposed strategies include the redesign of the logo and content, change of profile photos, optimization of the description, use of Facebook Stories, among others. It is concluded that social media marketing strategies are of vital importance for the development, growth, and positioning of the company; due to the scope, proximity, and interaction that generate with users. It is recommended that the Construhogar company apply the social media marketing strategies proposed, to improve its position in the market of products for construction finishes.