Please use this identifier to cite or link to this item: http://hdl.handle.net/10609/139535
Title: Proyecto profesional: Plan de social media para la ONG Girl Scouts of the USA
Other Titles: Professional project: Social media plan for the nonprofit, girl scouts of the USA
Author: Kluger, Rachel
Tutor: Martínez García, Luisa del Carmen
Keywords: social networks
ONG
women's organizations
gender studies
Issue Date: 9-Jan-2022
Publisher: Universitat Oberta de Catalunya (UOC)
Abstract: The purpose of this Master's Thesis (TFM) is to develop a professional project with the objective of designing a new social media strategy for the NGO Girl Scouts of the USA (GSUSA). This thematic selection is based on the fact that it is a progressive and feminist organization that has been operating in the U.S. since 1912 and also outside the U.S. since 1925, but whose public image and online presence have not evolved as much as its real identity and programming, which may be influencing its current situation marked by losses of registrations and assets. The strategy is based on a previous analysis of the NGO and its communication strategies, particularly in social networks. The strategy is based on a previous analysis of the NGO and its communication strategies, particularly in social networks, and it has been concluded that in order to reach its targets beyond its established community, it is not enough to serve that community well, because recruitment through word-of-mouth is not enough. recruitment through word-of-mouth has its limitations. Taking the above into consideration, a social media plan has been devised that generates a pronounced opening of the organization's online presence through the incorporation of content curation, the explicit and active support of like-minded organizations, movements and events, the active publication of news and collaborations, and the launch of GSUSA on TikTok.
Language: Spanish
English
URI: http://hdl.handle.net/10609/139535
Appears in Collections:Trabajos finales de estudios de género
Trabajos finales de carrera, trabajos de investigación, etc.

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rklugerTFM0122memoria.pdfMemoria del TFM3,16 MBAdobe PDFThumbnail
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rklugerTFM0122memory.pdfTFM Memory4,6 MBAdobe PDFThumbnail
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