2019

The elaboration of the social media management manual for the Municipality of Esmeraldas, seeks to cover the communicative deficiencies that the emerald council presents and achieve the positioning of the municipal image in social networks, in order to reach new users and improve interaction of the existing ones. To achieve this, a previous investigation was needed, through which it was possible to know the shortcomings of the management of the social networks of the council, mainly on Facebook, which its the focus of the communicative actions. Based on the research, strategic strategies, tactics and indicators of the correct use of the platform will be planed, which will facilitate the creation of content that generates interaction with emerald citizens, which represents to the municipality an opportunity to promote its work-focused management constant, as well as the promotion of the emerald culture and its customs. As a result of the strategies which were approached based on the communication plan of the institution, a manual was prepared, which contains the guides and guidelines for the correct use of municipal networks, through both graphic and video content, which generate interactivity with users, as well as fidelity in social networks with the institution, helping to position and improve the image of the Esmeraldas municipality.