Resumen

The present research document is focus on communication management lines. Its main objetive is to analyze the interaction among different restaurants affiliated to ACODRES capítulo, Tolima in Instagram as social media, from the periodicity, engagement, quality, and amount of information. For the development of this research we will focus on five restaurants which would be examples that have connected Ibagué city as an organizational model against digital communication: El Fogón Antioqueño, Mi Pez On, Rodizio Sabor a Brasil, Jus'so Café and Ziru's Pizza. The methodology was developed through a qualitative study using mixed tools, which responds to our initial approach through the implementation of surveys, interviews and media monitoring. In this sense, we intend to answer the question: ¿How do PYMES implement the social network Instagram? In addition, the document is made up of three chapters. The first chapter is the theoretical discussion and background, which is shaped by the definition of the theoretical concepts that encompass our work. The second chapter describes the methodological development of each of the proposed activities. Finally, in chapter three it deepens the interpretation and analysis of the results, followed by their respective conclusions.