¿Cuanto más “me gusta” mejor? Análisis de las prácticas de marketing político en las medias sociales en tiempos de crisis

The aim of this paper/article is to study the relationship between crisis management and political marketing during election campaigns and their use after winning elections, that is, during the term of office, considering the current age of global communication. Therefore, the question is to what extent does the internet and social networks allow instant communication and if the planning is considered an effective strategy to stay in the political career. To achieve the proposed objectives, a qualitative and exploraty research was carried out through semi-structured in-depth interviews. Eighteen interviews were performed, nine with politicians and nine with experts. This study was able to conclude that by creating and consolidating confident relations between the company, in this case in a political realm, and its public carrying out preventive work and oftentimes in a long term is critical to the management and image of this politician to consolidate itself before the public. By using tools and techniques in integrated and targeted communication, it is possible to achieve positive results in an election, noting that political marketing during the mandate contributes to the credibility of the politician and allows the construction of favorable public opinion using resources of network communication. And yet, it is demonstrated that the communication tools available on the Internet age are becoming increasingly professional and specialized due to changes in society through information technology. It is important for the politician to position itself in accordance to society concerns, without contradicting its political history, observing what is happening in his surroundings in order to detect what is happening in the voters's mind. This seems to be the path for an appropriate strategy and ideal to reach success as a politician.