Manual de gestión de la comunicación en redes sociales colegio alemán Stiehle de Cuenca

Abstract

The elaboration of the Manual of Management of Communication in social networks for the Unidad Educativa Particular Colegio Alemán Stiehle de Cuenca was carried out with the objective of generating positioning and image of the institution complying with the guidelines of communication institutions, in addition to generating bonds of connection with students, ex-students, parents, that is to say with the educational community. The project consisted of first analyzing the deficiencies presented within the school's Facebook page, this being the first social network used by the institution and generate communication strategies to make changes and improvements. It was important to take into account that being an educational entity has several activities inside and outside the campus so it was necessary to fix what type of content would be made known in order to take advantage of the benefits presented by social networks and the scope it has to adequately manage institutional resources. The final result of the project was the manual and through this we have basic guidelines for the management of the institutional Facebook page (@UEAlemán) and this will be used as reference material for the Department of Communication of the school, thus taking into account certain parameters such as: the type of content to publish, periodicity, metrics measurement, etc. In this way, the final result of the project was the elaboration of the manual, which contains detailed information on how and what should be done and communicated on the Facebook page, as well as recommendations that will serve to advance the school's digital communication through other social networks.