Análisis de las estrategias en marketing con influencers para impulsar la marca en facebook, twitter e instagram

Abstract

This research aimed to analyze the impact of influencers on the brand positioning of the organization Voluntarios en Acción Azuay on Facebook, Twitter, and Instagram; also, know the movement of this company on the networks. The strategic management observation for positioning in social networks was expanded with the analysis and concepts of experts in the field, including marketing managers of local companies. The interviewed experts recommended starting with a well-structured communication plan, identifying the objective to be given the highest priority when developing strategies in social networks. It has to be channeled through a funnel where we can identify the target audience, the method to communicate, and which places the company wants to reach, among others—generating a plan and a schedule of how the strategy will be developed with influencers and the posts.