Protocolo de actuación para gestionar los medios sociales del Club Deportivo Especializado Formativo Borussia de Loja

Abstract

The construction of a protocol for the management of social media for “Club Deportivo Especializado Formativo Borussia de Loja” was carried out with the aim of promoting the club's image as well as its training sessions, through the social platforms it has. Since the club has a new board of directors, it seeks to give it a new guidelines and generate brand repositioning, being of vital importance to generate communication guidelines that allow reaching the target, because in addition to being a training school, it is also involved in other areas, such as a social club and the foundation. To start the project, good practices carried out by other clubs or institutions involved with football were analyzed, in addition to the current state of the Club's networks, both Facebook and Instagram, to find out what has been done and what digital communication strategies can be applied with the corresponding improvements. The importance of analyzing the buyer persona and establishing different profiles to direct the messages is highlighted, it was possible to establish the type of content to be developed for each social network and considering the target group to arrive in an appropriate way, in addition, interviews were established with prominent professionals in areas as communication and social media, to know their appreciation obtaining valuable contributions based on their experience. As a result, a social media management manual is obtained that lays the foundations for managing the club's official Facebook and Instagram profiles (@borussiafcloja), which takes into account some parameters such as: content strategies and brand awareness, writing, frequency, advertising, online reputation, measurement and evaluation of results, among others, some recommendations are also established that are important to advance and innovate in terms of how to communicate through social networks with effective strategies. Keywords: FACEBOOK, INSTAGRAM, SOCIAL NETWORKS, COMMUNICATION, DIGITAL, SOCCER, MANUAL