Estudio de las estrategias de comunicación digital del Municipio de Cuenca y su impacto en la ciudadanía

Abstract

The strategy from its origins embodies that maneuver that pursues a goal. Who uses it depends how and what will do to find the right paths that achieve an idealized end. The strategy within the communication is the growth pill for an institution, represented is a plan, a guide or guideline serves as a guideline to achieve the objectives that were set for success.

The digital sphere and the growing technology make available a new space that the organization must introduce to achieve that closeness and solid link with its public. Finding the right strategies, which enjoy transparency and credibility for society is a real challenge, just as, their evolution and timely study guarantee not to make mistakes.

The present research project aims to analyze the digital communication strategies of the Municipality of Cuenca, in order to know and evaluate the tactics made in the study period, as well as to evaluate the way in which the tools are used as a resource for their achievement, therefore, the impact of communication strategies will be known.

With the results obtained, the importance of the planning of strategies and their usefulness is given, so that the institution leaves its zone and rises to archive success