Diseño de un plan estratégico de comunicación digital para el GAD Parroquial de Baños

Abstract

The purpose of this research is to design a strategic digital communication plan for the GAD Parroquial de Baños, in response to the need to improve and adapt new digital communication strategies. The problem identified lies in the limited citizen interaction with the institution through social media, which affects transparency and citizen participation. The research was conducted using a mixed approach, combining qualitative and quantitative methods. Interviews were conducted with digital communication experts, observations of official platforms, and surveys were conducted with 96 parish residents. The study revealed a lack of digital strategies, as well as a lack of community interest in the institution's information and content. Based on the results, a communication plan was designed, comprising actions and strategies that seek to increase citizen participation within the digital community through campaigns, resources, and surveys. Ultimately, the proposed objective was met, achieving the structure of a viable plan, with the aim of generating valuable content and strengthening the community's trust and connection with the GAD Parroquial de Baños.