Diseño de una estrategia de comunicación online con énfasis en el Storytelling como herramienta para mejorar el engagement de la Unidad Educativa Ecomundo Babahoyo con sus comunidades digitales.

Abstract

This research work focused on investigating the problems generated by the non-inclusion of storytelling as part of the digital communication strategy of the Ecomundo Babahoyo brand. This has resulted in the brand not achieving true engagement with its digital communities. The main objective of this research was to design a digital communication strategy with an emphasis on storytelling to strengthen the engagement of digital communities with the Ecomundo Babahoyo Educational Unit. The importance of this work is that generating a true engagement with its digital communities would be very important for this brand when facing a crisis, keeping its student community with it or even increasing it, in addition to the fact that this topic is widely studied in today because it is a great value for all types of public and private institutions. Among the main findings that this work leaves us, obtained through techniques such as the survey, interview, SWOT analysis, benchmarking and participant observation, is that the consulted digital community has shown a great desire and interest that the contents of this brand are based on its human component, that is, in its students, teachers and authorities. Therefore, it is recommended that the digital communication strategy should be applied to enhance the strengths and take advantage of the opportunities that this brand has.