The use of social network facebook as a marketing tool in Cd. Victoria, Tamaulipas

Abstract

The objective of the research was to analyze the efforts of companies to use the social network Facebook, for which data from 60 micro, small and medium-sized companies (hereinafter MSMEs) of the economic sectors were used: Restaurants, Boutiques, Repair Shops and Printers in Ciudad (Cd.) Victoria Tamaulipas, Mexico. As indicators of the efforts in Facebook, three variables were determined: intensity, richness and responsiveness. The methodology was descriptive and the type of sampling was for convenience, taking into account the criteria that the companies had had their Facebook profile active for 5 years or more. The data was collected from the Facebook pages of the 60 companies for two periods, a first phase (from March 1, 2018 to July 31, 2018) and a second phase (from September 1, 2018 to February 28, 2019). The results show an underdeveloped level of intensity of digital marketing, a circumstance that suggests strengthening and promoting the use of the social network through adequate training and an operational approach to increase the intensity, richness and responsiveness of marketing activities. marketing communication made through facebook of these companies.