Construcción de una estrategia de comunicación externa para visibilizar la línea de acción: comunicación para el cambio social (CCS) de la agencia de comunicaciones Conectados
In the next project developed in the form of Institutional Work Internship Grade, for the Association Conectados, Communication Agency for Social Change, was developed the communication strategy “Social Access"; with the aim of making visible through the social networks Instagram and Facebook,...
- Autores:
-
Millán López, Stefany
Morales Gutiérrez, Felipe
- Tipo de recurso:
- Trabajo de grado de pregrado
- Fecha de publicación:
- 2018
- Institución:
- Universidad Autónoma de Occidente
- Repositorio:
- RED: Repositorio Educativo Digital UAO
- Idioma:
- spa
- OAI Identifier:
- oai:red.uao.edu.co:10614/10653
- Acceso en línea:
- http://hdl.handle.net/10614/10653
- Palabra clave:
- Comunicación Social y Periodismo
Comunicación para el cambio social (CCS)
Estrategia de comunicación
Comunicación organizacional
- Rights
- openAccess
- License
- Derechos Reservados - Universidad Autónoma de Occidente
| Summary: | In the next project developed in the form of Institutional Work Internship Grade, for the Association Conectados, Communication Agency for Social Change, was developed the communication strategy “Social Access"; with the aim of making visible through the social networks Instagram and Facebook, the line of action: communication for social change (CSC) to the public of the agency. Currently (2018), communication agencies are engaged in campaigns and strategies with commercial and lucrative approaches. However, CONECTADOS works only from the CSC, that is, from the communities and their needs. They consider that collaborative work and participatory communication is the key to building and achieving a collective result. Therefore, we decided to create the strategy "Social Access"; in order to publicize the characteristics of the first communication agency aimed at the line of social change. Making this line visible within the audiences with which it works. In order to develop the strategy and implement it, we took not only strategic communication and digital marketing concepts, which allowed us to frame the strategy from the theoretical part, but also concepts that explained what social change is, why we talk about social change, how it works and what its differences are with the other lines that handle communication. As part of the strategy, periodic publications were developed - virtual posters and capsules - which were displayed on the social networks of Instagram and Facebook of the organization, in order to meet the objective of the proposal. |
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