Estrategias que Mejoran el Desempeño de las Redes Sociales en el Área de Marketing de AnimaFest Experience

Abstract

This reflective article analyzes the importance of social media management and its impact on the marketing performance of the company AnimaFest Experience, which is dedicated to searching for internships in Spain, generating connections between students, universities and companies. . The methodology used was based on observation, documentary research and DOFA matrix, allowing the identification of shortcomings related to the development of their social networks, mainly caused by the lack of interaction, insufficient updating and carelessness in data monitoring, among others, directly affecting the efficiency of the applications and the image of the brand. As a result of this analysis, strategies and possible solutions to the problem were proposed, focused on the creation of publication schedules, analysis of strategies and market segmentation, concluding that the management of social networks is a fundamental link within the area of ​​marketing, which can be strengthened through the implementation of the proposed strategies with the aim of strengthening the brand image, promoting customer loyalty and generating a competitive advantage in the organization.