Análisis del impacto de las estrategias de comunicación digital generadas por la Orquesta Sinfónica de Cuenca hacia su público externo

Abstract

The present investigation understood the problem centered on the management of external digital communication strategies. The main challenge is to implement tactics that broadcast valuable content through the correct channels, to reach the target audience efficiently. So, the general objective was to analyze the impact of the digital communication strategies generated by the Cuenca Symphony Orchestra on its external public. Likewise, three specific objectives were proposed. The first consisted in characterizing the communication strategies in the organizations that deal with the musical field. To then diagnose the digital communication strategies generated by the Cuenca Symphony Orchestra towards its external audience. And, finally, to design guidelines for external digital communication for the Cuenca Symphony Orchestra based on the diagnosis. The methodology was based on a mixed approach, guided by the theoretician Daniel Barredo. For the qualitative field, interviews with four communication experts were used, along with the review of academic documentation to complement the inquiry. Also, the observation technique was used, the universe being the institution's website and its networks: Facebook, Instagram, Twitter, and YouTube. Likewise, in the quantitative field, through convenience sampling, 120 surveys were applied to citizens to determine their perception of the aforementioned digital strategies. The results indicated that the impact of the external public on the strategies generated by the institution is on a scale between good and efficient. However, the observation and the interviews denote a need for professionalization in the use of resources in virtual settings.