Marketing Digital y Comercio Electrónico

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Author: search.filters.author.Sánchez Pallo, Edison RolandoSubject: search.filters.subject.COMUNICACIÓN

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    Procedimientos para la gestión de la reputación online y marca institucional de la Prefectura de Cotopaxi
    (Universidad Técnica de Ambato. Facultad de Ciencias Administrativas. Maestría en Marketing Digital y Comercio Electrónico, 2018) Sánchez Pallo, Edison Rolando; Ballesteros López, Leonardo Gabriel
    This is a social project, which through an analysis of the technological tools that will be called as: online media and social networks, which over time have been playing a role of high value and importance in public companies and private, in the same way in the daily life of the individuals that are part of the community. The investigation determines that there is an impact on the part of the online media in the management of an institution, evidenced by statistics that prove it and proposes the realization of a manual of procedures that allows an adequate management of the information presented to the community and generate an impact on the brand image of the Cotopaxi Prefecture and how it is perceived by the community. As a complement and through an in-depth analysis of the impact that online media have had and how they have influenced the behavior of institutions and citizens, the way they interact and the formation of new customs when disseminating information and the processing times of it, so that it reaches users since the appearance of social networks has totally changed the work management of the Prefecture of Cotopaxi. The purpose of the study is to contribute to the communication unit of the institution by contributing with a model that helps the correct use of online media, which the Prefecture can count on. So also detect in time how is assimilating citizenship to the brand of the institution through social networks and take the necessary actions in a particular situation. This is a starting line to constantly evaluate the situation of the brand in online media, as well as guidelines for improvement for management that can be the cause of success for the institution.