Análisis del Uso de la Publicidad en Redes Sociales, Caso Práctico : Plan Maestro EP-EMAPAR.

Abstract

An analysis of advertising for the center of social networks was made and a marketing strategy for the Master Plan of the Municipal Public Company of Drinking Water and Wastewater of Riobamba (EP-EMAPAR) to inform the public of works made by the company. The analysis development of using social networks for advertising began with surveys about knowledge use and types of advertising made in social networks and internet. As a result it was determined that the most influential social networks is Facebook among respondents. The advertising formats used in this médium and the kind of content that is made in this type of promotional resources. The information was processed to define objectives, implement the media plan, build optimal advertising strategy and advertising art diagramming needs to be applied in digital media. The results of the campaign were measured by the tools Google Analytics and Facebook Insight obtaining 27.9% of overall effectiveness, 57 clicks were recorded in the ad link, 35 likes for the Master Plan EP-EMAPAR and 34 likes in publications of the page. In conclusion news releases on the progress of the works of the company they were designed and an advertising campaign on Facebook that allowed the company to provide EP-EMAPAR in the minds of consumers and inform about the progress of the master plan was made. In recommended the implementation of a marketing department within the company, which must be the professional team of graphic designers for the correct handling of corporate image and generate quality content that draw the attention of users and strengthen the corporate image is also recommended for the company image on the web.