<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>2227-1899</journal-id>
<journal-title><![CDATA[Revista Cubana de Ciencias Informáticas]]></journal-title>
<abbrev-journal-title><![CDATA[Rev cuba cienc informat]]></abbrev-journal-title>
<issn>2227-1899</issn>
<publisher>
<publisher-name><![CDATA[Editorial Ediciones Futuro]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2227-18992021000400141</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Redes sociales en la micro, pequeña y mediana empresa]]></article-title>
<article-title xml:lang="en"><![CDATA[Social networks in micro, small and medium enterprises]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Zurita-Mézquita]]></surname>
<given-names><![CDATA[Efraín Canaán]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Berttolini-Díaz]]></surname>
<given-names><![CDATA[Gilda María]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Barroso-Tanoira]]></surname>
<given-names><![CDATA[Francisco Gerardo]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad Juárez Autónoma de Tabasco  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Mexico</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Universidad Anáhuac Mayab.  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Mexico</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>12</month>
<year>2021</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>12</month>
<year>2021</year>
</pub-date>
<volume>15</volume>
<numero>4</numero>
<fpage>141</fpage>
<lpage>163</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://scielo.sld.cu/scielo.php?script=sci_arttext&amp;pid=S2227-18992021000400141&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.sld.cu/scielo.php?script=sci_abstract&amp;pid=S2227-18992021000400141&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.sld.cu/scielo.php?script=sci_pdf&amp;pid=S2227-18992021000400141&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[RESUMEN La globalización, la Internet como medio para interacción comercial y las tecnologías de información y comunicación como herramientas de negocio, han beneficiado a la empresa para romper barreras y realizar actividades comerciales alrededor del mundo. Estos elementos han favorecido la aparición de diferentes medios digitales para comunicar las estrategias de la empresa y contactar de forma fácil al cliente. Este documento tiene como objetivo evaluar el estado de la cuestión del uso de las redes sociales en la micro, pequeña y mediana empresa (Mipyme) mediante la teorización, conceptualización y esquematización del tema. Es de alcance descriptivo y recurre como método a la revisión documental mediante un estudio teórico histórico-lógico y de análisis-síntesis. Como resultados relevantes se encontró que existe una evolución en el uso y aplicación de las redes sociales, que de ser un medio para comunicar información, se han convertido en una herramienta imprescindible para interactuar con el cliente y obtener datos para toma de decisiones mercadológicas, donde el consumidor se ha convertido en usuario y proveedor de información que sirve a la empresa. Asimismo, éste ahora es un promotor de una marca por esa comunicación boca a boca de forma virtual. La invasión a la privacidad es un tema que las empresas requieren atender para proteger su imagen y generar confianza en el cliente. Finalmente, la interacción cliente-empresa en el entorno digital es constante, y es aquí donde las Mipymes tienen espacio para emplear las redes sociales para posicionarse, compartir, crecer y desarrollarse en el mercado que atienden.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[ABSTRACT Globalization, Internet as a means for commercial interaction and information and communication technologies as business tools, have benefited companies to break down barriers and carry out commercial activities around the world. These elements have favored the appearance of different digital media to communicate the company's strategies and be in constant contact with the client. This document has the objective of evaluating the state of the question of social networks in MSMEs, through the theorization, conceptualization and schematization of the subject. The scope is descriptive using work and document review through theoretical methods: historical-logical and analysis-synthesis. As relevant results, it was found that there is an evolution in the use and application of social networks which, from being a means to communicate information, have become an essential tool for interacting with the client and obtain data for marketing decisions, where the consumer becomes a user and provider of information that serves the company, likewise, the user has become a promoter of a brand through this virtual word-of-mouth communication. The invasion of privacy is an issue that companies need to address to protect their image and build trust in the customer. Finally, customer-company interaction in the digital environment is constant, and this is where MSMEs have space to use social networks as a means to position themselves, share, grow and develop in the market they serve.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[redes sociales]]></kwd>
<kwd lng="es"><![CDATA[estrategias mercadológicas]]></kwd>
<kwd lng="es"><![CDATA[Mipyme]]></kwd>
<kwd lng="es"><![CDATA[Internet]]></kwd>
<kwd lng="es"><![CDATA[medios sociales]]></kwd>
<kwd lng="en"><![CDATA[social networks]]></kwd>
<kwd lng="en"><![CDATA[marketing strategies]]></kwd>
<kwd lng="en"><![CDATA[Msmes]]></kwd>
<kwd lng="en"><![CDATA[Internet]]></kwd>
<kwd lng="en"><![CDATA[social media]]></kwd>
</kwd-group>
</article-meta>
</front><back>
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