Plan de comunicación para AutoIn

Abstract

This article explains the process for implementing a Communication Plan aimed at promoting the digital presence of AutoIn, a traditional media outlet. It gathers the main conceptual and theoretical contributions that account for the contemporary phenomenon of digitality and convergence technologies, which impact various aspects of current communication practices. The research's objective was to enhance the digital presence and audience reach of the magazine's content through its digital channels, with a particular focus on content quality and audience feedback obtained through surveys. Moreover, analyses and assessments were conducted to identify positive and negative aspects present in the digital channels. As a result, it became necessary to propose a digital transmedia strategy that emphasizes content creation and dissemination. This approach aims to showcase the evolution of AutoIn digital presence and the impact generated by the creation of new content. The results indicate that the strategy outlined in AutoIn communication plan currently boasts 3,193 followers on Facebook and 509 on Instagram. This represents an increase of 39 followers on both social networks in just one month, accounting for 39% of the set target. Furthermore, the objective pertaining to publication reach has been met, as both social networks currently record 2,689 interactions on Facebook (a 95% increase) and 503 interactions on Instagram (a 40.8% increase) compared to previous months.