Abstract

Social media marketing (SMM) is a reality in contemporary society. This research presents a review of the literature on the phenomenon of SMM to establish the challenges and opportunities social media faces. Subsequently, the digital inclusion in Mexico is discussed roughly focusing on the situation of SMM in the organization in Morelia. The purpose of this paper is to contextualize the use of social media and establish the challenges and opportunities of inclusion in communication strategies and marketing in the organization in Morelia. It is confirmed that the contemporary society has established the conditions to implement properly social media marketing in Morelia.

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