Propuesta de un plan de comunicación para redes sociales con el fin de fortalecer la imagen de la Óptica Vazvisión

Abstract

This research addressed the realization of a proposal for a communication plan for social networks, in order to strengthen the image of Vazvisión optics. The company, not having a communication strategy, performs isolated actions that result in a weak image with low impact and loyalty of the target audiences. A mixed approach methodology was used, i.e. qualitative and quantitative. The former was carried out by means of a competitive analysis and the triangulation of interviews with four communication experts, with the results obtained from the surveys. In the quantitative research, in turn, the surveys were conducted and tabulated. The present research was exploratory and cross-sectional. The development of the theoretical perspective was based on the bibliographical review of the authors Cristina Aced, who talks about public relations in a digital environment, and Andrés Aljure, who lays the foundations for the development of a communication plan. Among the main results found in relation to competition in the first place are based on a perfect competition, it is difficult to make a difference in such a homogeneous market. Even so, there are opticians who present a very good image both physically and online. Many opticians are investing in social media as part of their communication strategies. Currently, most companies have websites, which are linked to the different social networks. Opticians have customers from the youngest to the oldest ages, but the most recurrent segment is from 40 years old onwards. On the other hand, the research showed how the younger public prefers the competition. The above is supported by the surveys conducted during this research; these revealed that the networks most used by customers and potential customers are: WhatsApp, Facebook, Instagram and Tik Tok. It was also possible to learn relevant information about these audiences for the realization of a successful communication plan. In turn, the experts who were interviewed stressed the importance of knowing the target audience in order to reach them with a strategic communication that meets their communication needs. According to the analysis carried out, it is concluded that the plan of this research will strengthen the image of the Vazvisión optician's shop.