La comunicación externa como estrategia de posicionamiento empresarial desde los escenarios digitales.

Abstract

The organizational communication generates that companies improve their communicative processes and interaction channels, with the purpose of achieving their objectives and strengthening consumer positioning and loyalty. This essay shows real cases of companies that have used engagement strategies in social networks to create links and achieve brand loyalty, through interaction between users and companies. Once the contents of advertisements or programs undertaken by the entities evidenced in this document were analyzed, it could be determined that with adequate marketing studies, segmentation of audiences, contents and communication channels, it is possible to generate remembrance of the products and services in the publics of interest, through digital media.