The beginning of new media as Internet and its tools have made that traditional communication, call radio, print press, movies or television be reorganized and define new professional profiles to be informed by the technological advances and to able to cover the needs of the audience.

Till not long ago talking bout marketing or another similar term was not common, perhaps, slightly common when editing a publication, without knowing, frequently, what contributes the use of its beginning and hardware, especially the work of the Web sites, taking into consideration that the principal mission of this new informative support in Cuba, is to spread the truth of the nation.

It is necessary to clarify some concepts used in social marketing related with the work of the media, then to tell how the Approach of Marketing turns out to be beneficial to improve the work.

Social marketing is "the change of an idea or adverse behavior or the adoption of new ideas and conducts", it is clear that our product is the digital publication.

In this case, it is advisable to talk about adoptive targets when we refer to the group of persons to which the message is directed, to be defined bearing in mind the social product that we offer.

At the moment of defining the social product it is necessary he was assuring of that this one should cover a need that is not being satisfied, or, a product better than those who are available.

Hence the importance of using the concepts and skills of marketing, so that the digital publication that reflects the reality of Cuba, satisfies the information needs of a public, previously definitely and distinguished.

Digital Journalism goes beyond the simple transmission of news, issuer - recipient has its force in the redefinition of the relation. The editor loses part of his right to decide and it is the same network the one that imposes on him the contents that must appear in his web site, if he wants to survive. Certainly, this challenge is that there puts itself to the test the sagacity of those who have the power to determine.

Bearing in mind the process of management of social marketing for the improve sake of perfecting the scope of our digital means, it is necessary "to analyze the environment, to investigate the adoptive parents population target, to define the problem or the opportunity of the social marketing, to design strategies of social marketing, to plan the programs of combinations of social marketing and to put them into practice, in addition to controlling and evaluating the effort of social marketing".

In a way of digital press to work with marketing approach, like suggestion, it turns out to be advisable to go along the following steps:

1-Defining the adoptive target, to characterize them and to identify the principal needs: For this there can be cited as an example the statisticians of the place, which gather between other aspects the country of the visitor, language, time and systematization of the visit, cultural bosses, etc. Later to need favorite topics, more visited sections, more secondhand options of interactivity (chat, forum,). Also it is possible to apply surveys across the same hardware of interactivity that provides the page.

2 - Determine what they prefer to find in the place and how: In this case the statistics also make possible to know the journalistic genres, the content and the form of our materials that have major acceptance, without forgetting to realize a study of other places with high popularity for the sake of knowing how the tendency behaves, both in the nationals and in the international ones that news about Cuba publish, in favor or in against.

Another important element is the quality of the journalistic product or publication, bearing in mind that this one is defined by the capacity that it has of satisfying the expectations of the reader.

3 - Design the visual image of the place: For this it is necessary to realize a study of the current tendencies of the design of the digital places and the interests of the public - recipient (adoptive parents target), in mail with those of the way of press and the requirements of the International Searchers.

Define

- Principal and complementary colors

- Structure of the place

- Typical of the compress of the place

- Logotype that identifies the place

4 - Define the profile and the editorial policy of publishing letters with the information needs of the recipient and public-interest environmental releases: To this must be borne in mind that new readers inhabit, often in places where even talking about Cuba, much less the province and locality. A universal language and treatment of topics that interest them to the global village affect the positioning, ie the choice of those who have access to our site.

It happens that often focuses on content area, without considering that most Internet users do not have time to visit different pages, is much more effective in offering our most important thing that happens, whether in the province, the country or the world.

It is hierarchical and not gives excessive value to the materials of territory to the detriment of the national and international level, perhaps with more impact at that time. If we can offer as expected by users of information, we gain in prestige and acceptance, all of which affects the message is multiplied.


5 - Promoting the site with all its services through:

- Mass communication: With the publication of promotional information in various digital and traditional sites of national and international, and placement in the first banners, labels, text-only links, etc., the latter with the colors and logo that identifies the site in order to achieve an identity.

- The selective reporting: By sending mail to groups of target adopters need more information than can be provided through mass communication. Also, using the phone, not just for making calls, but rather to clarify doubts and provide guidance.

- Personal communication: Through personal exchanges with groups of target adopters, in this case it is feasible to use interactive tools such as chat and discussion forum.

The combination of the three forms of communication will allow the successful promotion of our social product.

6 - Systematic Evaluation: There will be a quantitative and qualitative analyses taking into account the following indicators:

- Visits to the site
- Impacts
- Page Views
- Most requested topics
- Dwell time
- Using the tools of interactivity (chat, forums, mailing lists, newsletters, surveys, letters to the editor, etc.).
- Presence in major search engines.
- Page Rank
- Popularity Index

7 - Redesign of the site: There will be provided the results of the analysis indicate dissatisfaction by the public-receptor (profile, content, design, etc...), or in order to refine and adapt to current trends. In this case you may decide to change or modify the social product.

This work, as any other related social marketing, "requires continuous patches or adjustments and lace, as circumstances change. For this reason be regarded as a management process that requires both vigilant and active management and planning!.

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