Plan de marketing digital periodístico para el posicionamiento del noticiero tu mundo hoy del canal City Tv en las redes sociales Twitter y Facebook.

Abstract

This document develops the general objective of designing a journalistic digital marketing plan for the positioning of the TU MUNDO TODAY newscast of Canal City TV on the social networks Twitter and Facebook, due to the fact that this informative space, until now, does not have digital profiles own but it realizes all its publications through the official and general platforms of the channel. In this sense, the structure of the report corresponds in the first chapter to the development of a communication audit that allows to establish the current situation of the topic considering different aspects such as the channels enabled, the articles published, the strategies normally applied or the situation of the environment. In the second chapter, the theoretical framework is presented in which some investigations that address similar topics are analyzed, as well as the authors who with their contributions have helped to better understand the notions of digital marketing and content. In the third chapter the necessary activities for the design of the proposal according to specific objectives are established, while in the fourth chapter the design of the defined products for the formulation of the digital marketing plan for Tu Mundo Hoy is exposed. . Finally, there are the conclusions and recommendations prepared to systematize the experience sharing some of the achievements obtained, in addition to the challenges that still persist in the face of the digital positioning of the newscast in the defined social networks.