Redes sociales y emprendimiento en tiempos de COVID-19: Experiencia de Ocaña-Colombia

The Covid-19 pandemic has affected the development of economic and social activities, forcing businessmen and entrepreneurs to reinvent themselves and identify social networks as important allies to market, offer or sell services and products. The objective of the article is to determine the relationship between entrepreneurship and the use of social networks as a marketing strategy in Ocaña, north of Santander. The research has a quantitative, descriptive approach. The population consisted of 170 enterprises or businesses in the region that market through social networks such as Facebook, Twitter, Instagram, intentionally selected. The information was classified according to the type of business, the type of tool used for its promotion, sale or marketing, and the relationship between the product and the use of the social network. It was determined that 77% of the premises use social networks, mainly Facebook, as a means to promote and sell, and 23% only promote their products, but do not sell, such is the case of footwear and clothing. It is concluded that the Covid-19 pandemic has promoted the use of social networks as a marketing strategy, which have allowed businesses or ventures to move forward, not generate or minimize losses and remain in the market.