Plan comunicacional para la generación de contenido orgánico en las redes sociales: experiencia vision sports

Abstract

Network journalism in the sports field has been growing steadily in the country. The information community demands this type of media specialized in sports because conventional media only present small sections or due to commercial commitments they are forced to provide certain types of coverage. In this sense, the general objective of this research is to enhance the interaction and reach of the digital medium Vision Sports through the development of a strategic plan for digital sports journalism. Its practical importance is justified by the need to promote information alternatives specialized in sports as digital ventures. The methodological approach of the research was mixed, with a non-experimental design of a transectional nature, at an exploratory and descriptive level, as well as a documentary and field type. For the development of the project, we worked based on the methodology proposed by Andrés Aljure (2015), which has been successfully applied to the development of strategic communication plans. 115 surveys were carried out among the media's followers and 3 specialized interviews as part of the input to develop the situational analysis. The results showed the need for a communication plan and the structural design of the human team, functions and processes of the medium, as well as the design of an advertising and sponsorship plan. It is concluded that the proposed designs will contribute to enhancing the Vision Sport environment.