Plan estratégico de comunicación digital: el caso de la empresa Mobility Apps Inc.

During the preparation of this graduation project, they were discussed different theoretical concepts necessary for the development of a strategic communications plan. Depth research on different topics, such as strategic communication, strategic focus, community managing and about the different protocols that must be followed for the proper use of social networks by enterprises, allowed to develop a sound theoretical framework. Having a theoretical basis on which it could support the remaining part of the process, it was necessary to know the business environment of Mobility Apps In., which was important for this investigation. The situational analysis, allowed not only to know the company through processes of observation, but also allowed us to know and how is the market behavior of companies in the software development sector. His biggest competence is SAP with a long history and strong market presence, currently has profiles on different social networks like Facebook and Twitter, both profiles with a high number of followers. From this initial finding, it was determined that direct the work towards the development of a communication strategy based on social networks, could be relevant to the company Mobility Apps Inc. However during the process to know the company, one of the most important findings was knowing that the company had not yet defined any component of corporate governance: mission, vision and values.