Estrategia de comunicación digital para incentivar la vinculación con la comunidad a los estudiantes de la Universidad de Guayaquil

Abstract

The following research proposes a digital communication strategy, to make visible the projects of Linking with the Community of the University of Guayaquil, with the objective of knowing their existence and the experience that implies the fulfillment of the hours of linking as part of their degree. The strategy focuses on the use of Instagram and Facebook Fanpage, as a result of investigating social networks, which the students of the University of Guayaquil use in greater percentage. Content related to the projects that the UG has been created, with active images and microvideos that allow us to observe a little the experience of getting involved in the Linking projects. Finally, the prototyping was executed monitoring the metrics and the interactions it is generating, and thus being able to make the necessary adjustments for the effectiveness of the project. For the aforementioned, it is necessary to create a digital communication strategy, to expose through digital trends, the active commitment and experiences that students maintain with the communities and the result of the transfer of knowledge with the environment, through a commitment perennial with society. “A nation that spends more money on military armament than on social programs is close to spiritual death” - Martin Luther King