Social media manager and digital transformation for SMEs in zone 3 of Ecuador

Abstract

This study examines the impact of the Social Media Manager (SMM) on the digital transformation of SMEs in Zone 3 of Ecuador, within a post-pandemic context. The research adopted a mixed retro-prospective and cross-sectional approach, focusing on evaluating the adoption of digital strategies and their relationship with the performance of the SMM. The methodology combined bibliographic and field research, utilizing surveys conducted with a simple random probabilistic sample of 373 companies across key sectors, including food, clothing, hardware, and pharmaceuticals. These surveys, designed with a Likert scale, gathered quantitative data on the companies' familiarity with e-commerce, digital marketing, and the role of the SMM. The results reveal that companies exhibit a mostly intermediate level of knowledge in e-commerce and digital marketing. Additionally, the perceived impact of the SMM on reputation and business competitiveness ranges from moderate to high. The study also highlights an increase in customer engagement with digital platforms following the COVID-19 pandemic, emphasizing the importance of the SMM as a bridge between companies and their customers in the digital environment. It is concluded that digital transition guided by SMMs is essential for the growth and sustainability of SMEs in today's landscape. This role helps overcome challenges in constant communication between companies and consumers while improving digital presence and business competitiveness. Strengthening these practices emerges as a key strategy to address the demands of an evolving market.