El PMS (Plan de Medios Sociales), un documento imprescindible para las organizaciones 2.0
- Sixto García, José
- Bellón Rodríguez, Ana
- Rúas Araújo, José (coord.)
- Martínez Fernández, Valentín Alejandro (coord.)
- Rodríguez, María Magdalena (coord.)
- Puentes Rivera, Iván (coord.)
- Yaguache Quichimbo, Jenny (coord.)
- Sánchez Amboage, Eva (coord.)
Verlag: Universidad Técnica Particular de Loja ; XESCOM. Red Internacional de Investigación de Gestión de la Comunicación
ISBN: 978-9942-25-054-4
Datum der Publikation: 2016
Seiten: 1038-1050
Kongress: Simposio Internacional sobre Gestión de la Comunicación (2. 2016. ----)
Art: Konferenz-Beitrag
Zusammenfassung
Nowadays organizations must have a SMP (Social Media Plan), a document that will serve as a guide for managing social media. In this paper we analyze, on the one hand, how to integrate this model of action according to the Communication Plan of the organization and, secondly, what elements, routines and Planning categories should the SMP hold for an effective management of social communication related to the overall image of the organization. The findings point to the need to establish objectives and strategies for social actions, consider SEO and SEM, specify KPIs and evaluate the return on investment (ROI) and the impact of relationships (IOR).