La reputación corporativa en las pymes del sector industrial : guía de buenas prácticas en linkedin para optimizar la comunicación digital proactiva.

Abstract

The digital transformation, accelerated by the pandemic, led companies in the industrial sector to adopt digital tools that enable more agile communication, with LinkedIn standing out as a key platform. However, industrial SMEs in Guayaquil face resource and knowledge limitations that hinder their ability to implement this shift effectively, placing them at a disadvantage compared to more established companies. This professional application project analyses a specific case to identify the needs of an SME in the proper use of LinkedIn, complementing it with insights from other companies in the sector and a review of existing best practice guides. Effective strategies for strengthening these companies’ digital presence and optimizing their corporate reputation are examined. As a result, a guide is developed to facilitate their integration into the platform, enhancing their corporate reputation and improving their external communication to prevent them from falling behind in the digital landscape.