The current conditions for the development of marketing companies require the appropriation of Information and Communications Technology (ICT) to generate competitive advantage in the economy sectors. In this sense, is required the development of digital skills -set of knowledge, skills and attitudes- among workers of enterprises, for the process of activities related with ICT and implementation of social technologies in organizations to improve the marketing of products by web. In this article the companies of Bucaramanga's footwear sector based on the training of human capital in digital skills -search, processing, communication, content creation, teamwork and broadcast media technological- can improve their marketing channels and achieve brand recognition. It is evident that companies need to be prepared to enter in the market considering the value chain based on social technologies and, the need of workers to be trained on these themes to do their functions. The methodology used to develop this research is based on qualitative review of the scientific literature.