Propuesta estratégica de comunicación para el mejoramiento del alcance y visibilización del equipo “Fútbol para la Esperanza” de la ciudad de Santiago de Cali por medio de las redes sociales Instagram y Facebook, diseñada durante el periodo 2022-2

Abstract

This research project was carried out and was born out of the need to make visible the “Futbol para la Esperanza” team that emerges in the Siloé sector of commune 20 in the city of Santiago de Cali. Who have been promoters of equity, inclusion and social construction, through the implementation of processes through sports and culture. The investigative work was carried out through the qualitative method; where data collection techniques were used, such as individual interviews and focus groups. From the compilation of this information, aspects of an individual and collective nature were known that have become a strength or impediment to this process of contributing to the construction of the social fabric and reducing the problems of violence that are present. Based on this, a strategic communication proposal was created on the social networks Instagram and Facebook, in order to improve visibility and reach a greater reach.