Estudio del uso de las redes sociales como estrategia de marketing por parte de las Pequeñas y Medianas empresas de Quito

Abstract

The present research aims to identify the effectiveness level of the use of the social networks in the Small and Medium Companies from Quito, also to identify the features that make the social networks, a strategy of marketing. The research was of quantitative type, which evaluated of an accurate way the number of the social networks that the PYMES managed to advertise.

For that job, the 2018 database from The Superintendence of Companies, Securities and Insurance was required, for later, to take a sample from the small and medium companies which belong to the “Cantón Quito”. Later on, parameters were established to identify if each company owned or didn ́t the social networks, which ones were active in the last year, what was the focus and the kind of content that were managed; Also, it was registered the interactions (likes, comments, sharings, displays) of the last year in each company for each active social network. This information permitted to calculate the level of effectiveness by means of its rate of Engagement or Interaction rate that the users have with the company through the social networks.

Among this relevant data, it was found that most companies have Facebook as their main network; Besides, it was determined that several companies have been inactive in the social networks during the last years; And finally, it was established that the effectiveness level of the social networks in the small and medium companies in the city of Quito are located between low and medium rank.