Diseño de estrategias de redes sociales para el posicionamiento de la empresa Renovar muebles de oficina

Abstract

Digital presence has become a key factor in business competitiveness, especially in traditional sectors such as furniture and upholstery. In the city of Quito, it was evident that many companies in the sector had social media accounts, but their use was limited and not very strategic, which affected their visibility and brand positioning. Given this scenario, the need was identified to design a proposal that would strengthen the digital communication of the company RENOVAR Muebles de Oficina. The project objective was to design a marketing plan based on the generation of organic content on social media, aimed at increasing the company's visibility, interaction, and recognition. The research was conducted using a descriptive approach, combining quantitative and qualitative methods. To collect information, surveys were administered to 50 companies and 92 end consumers, in addition interviews with three actors linked to the sector. The study was limited geographically and temporally to Quito. The results showed that users mainly valued real content, the exposure of processes, the before and after work, and customer testimonials, which allowed us to structure a marketing plan focused on organic content, editorial planning, and basic performance indicators.