The Use of Social Media in SMEs and Micro-enterprises in the Advertising Industry

Abstract

This article presents the main results of a research that analyzes the use of social media as a part of the digital marketing strategy in micro and small advertising companies in Bogotá, Colombia. Framed in creative economies and the validity of the “Orange Law” in Colombia, approved by the Presidency of the Republic in 2017 in order to support and promote the creative industry, it is a descriptive exploratory study, with a cross-sectional design and sampling with statistical representation, with the technique of content analysis. Although advertising companies offer digital strategy services to their customers, the way they promote themselves is still traditional. The results show that the full potential of the digital environment is not being exploited, except for isolated cases and actions. A discussion arises around the way in which the small advertising company offers its services and maintains relations with its customers in the middle of a great opportunity for the digitalization of this sector.