Contenidos e Identidad Corporativa de la Universidad Técnica de Ambato. Creación de un Manual de Producción y Uso de Contenidos para Facebook

Abstract

This research work focuses on analyzing the content published on the Facebook page of the Technical University of Ambato and understanding the level of perception held by users—both students and teachers—and how this influences the corporate identity of the institution. To achieve this, the current knowledge about digital platforms, social media, and content formats associated with the publication of informative and educational materials has been taken into consideration. The aim is to apply a new style and tone to the university's page through templates. The research highlights the importance of maintaining control over the published content, ensuring a consistent writing style, an appropriate tone, and an academic level that matches the context. It also emphasizes the significance of internal communication regarding the individual management of information published by each faculty, department, or study center, in coordination with the Communication Unit of the Rector's Office of the Technical University of Ambato. This collaboration will contribute to enhancing the institution's image and perception within the university community. Furthermore, this study serves as a diagnostic tool for future investigations and the development of new materials to be included in a manual related to the corporate communication of the Technical University of Ambato. To achieve this, it is necessary to consider the new scenarios, networks, and platforms for information and content dissemination. Therefore, addressing these novel formats is of paramount importance while retaining the educational and informative essence.