This research is product of the need to promote the services offered by the Archivo Historico Javeriano (AHJ) Juan Manuel Pacheco, S.J., from Pontificia Universidad Javeriana , of the social media that are managed in this Information Unit (IU). Through a marketing plan, it is intended to implement a strategy for social media Facebook, Twitter and Instagram, with the aim of positioning the AHJ as the center of memory of the university according to the proposal put forward by Institutional Planning of the University, focused on meeting the goals until the year 2021. Based on the identification of specific needs of this IU, this research proposes a plan which aims to be implemented later. This is why, throughout this research different approaches are being looked into going from exploratory research that some authors have done in order to determine the elements that should be taken into account when making a marketing plan for social media. Taking into account the main objective of this research, which focuses on developing a marketing plan for social media, some parameters are exposed that must be taken into account when generating this type of initiatives in a IU. This, articulated with a mixed approach, made it possible to highlight different quantitative and qualitative elements that make the marketing plan for social media a powerful tool for the positioning of any type of IU.