Resumen

The following degree work aims to make a diagnosis on the use of social networks in the organization IBAL S.A. Official E.S.P and the way in which they influence customer loyalty through online communication. At the same time analyze the processes of assertive communication generated by the management of digital media in organizations, to achieve greater interactivity with the target audience. This intervention project seeks, through the theory addressed, to contribute to existing knowledge about the use and implementation of social networks in organizations, as an effective tool for strategic communication. Likewise, through the application of basic concepts of organizational communication, social networks, interaction and public relations, demonstrate the effectiveness of social networks for customer loyalty in internal and external communication. On the other hand, we analyzed the role that public relations play in the organization and the strategies that allow them to link up with digital media, in order to establish relationships with the public of interest. Once the results of the diagnosis were obtained based on the study on the implementation of the use of social networks in the official IBAL SA ESP organization, as communication channels that help customer loyalty, the current situation of social networks could be evidenced and as a new way of disseminating information, with which it is consolidated in the IBAL SA ESP