Analysis of Instagram metrics for Ecuador women`s football teams.

Abstract

This paper proposes an improvement to a methodological procedure aimed at measuring the metrics of professional women's soccer teams in Ecuador (EFPE) on Instagram. The problem stems from the lack of monitoring of digital metrics, which prevents knowledge of the reach of their publications. Theoretical and practical methods such as observation, bibliographic study, analysis-synthesis, inductive-deductive, and historical-logical methods are used, in conjunction with the Metricool tool to monitor the reach and interaction of publications. The results propose a methodological procedure organized into: defining important objectives, establishing engagement and growth indicators, substantiating the technological tool, monitoring accounts, collecting data, and analyzing it. In addition, a plan for improving and optimizing results is proposed.