La comunicación y el posicionamiento en las redes sociales Tiktok y Facebook en la “Liga Deportiva Barrial Eloy Alfaro” en el cantón Latacunga

Abstract

This executive summary offers an overview of the findings and recommendations derived from the quantitative analysis carried out on the communication and presence on social networks of the "Liga Deportiva Barrial Eloy Alfaro". Through social media metrics and surveys distributed to fans, the effectiveness of the league's communication, audience perception, and areas of potential improvement were evaluated. The results show that the league's general communication is mostly perceived as good or excellent, reflecting an effective link with its audience. Social networks, especially Facebook and TikTok, are essential channels for communication, being preferred by the majority of respondents to obtain information about league activities and news. Furthermore, the league's presence and positioning on these platforms are largely considered good, suggesting that the online communication strategy is generating positive results. Most fans check social media posts at least once a week, demonstrating significant engagement and participation with league-generated content. However, areas for improvement are identified, such as the clarity and understandability of the information shared, as well as the diversification of the content offered on social networks to satisfy the varied preferences of the audience. Recommendations include improving the clarity and understandability of content shared on social networks, strengthening the presence and activity on these platforms, diversifying the content offered, encouraging audience interaction and participation, conducting periodic analysis of the performance of publications, and continuing to use surveys. to gather feedback and improve league communication. In conclusion, the quantitative analysis provides a solid basis for making informed and strategic decisions to improve the communication and presence on social networks of the "Liga Deportiva Barrial Eloy Alfaro", with the aim of strengthening its connection with the audience and achieving its goals. institutional and sporting objectives