Abstract
The advent of the social web has changed corporate communication through new tools, strategies and, above all, a new sensitivity to connect with audiences and users. One of the major consequences is the real need that has arisen in companies to hire professionals suitable and dedicated to the management of their online reputation, the adaptation of their brand and messages to the digital environment and thinking. However, employers are often incapable of defining what they need, and there is no consensus about the terms that should be used to designate the various tasks associated with online communication. Nonetheless, without a doubt, there is a term that has become the king of the digital jobs: the community manager. The question is: what is a community manager? This article presents the results of a content analysis of advertisements of community manager job vacancies, which aims to find out how employers/companies conceptualise this profession.
This is a preview of subscription content, log in via an institution to check access.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
References
Aced, C. (2010) Perfiles profesionales 2.0. Barcelona: Editorial UOC.
ADECEC. (2008). La comunicación y las relaciones públicas en España: radiografía de un sector. Madrid: ADECEC.
AERCO., & Territorio Creativo. (2010). Las funciones del community manager. February 2009. Retrieved May 22, 2010 from http://etc.territoriocreativo.es/etc/2009/11/community-manager-whitepaper.html
Barra, A. (2008). Community managers, Animadores y Dinamizadores de Comunidades. Retrieved August 10, 2011 from http://www.albertbarra.com/marketing-hotelero/marketing-hotelero-20/community-managers-animadores-dinamizadores-de-comunidades/
Benito, M. (2010). Retrieved November 3, 2011 from http://www.youtube.com/watch?v=CbWJ62WJ5eQ
Cortes, M. (2009). ¿Qué hace un community manager? Retrieved August 16, 2011 from http://marccortes.blogspot.com/2009/02/que-hace-un-community-manager-nos.html
Elorriaga, A. (2014). El marketing y las redes sociales: la figura del community manager en las empresas de la Comunidad Autónoma Vasca y al Comunidad Foral de Navarra. Retrieved December 11, 2014 from http://www.slideshare.net/angetxu/presentacin-tesis-doctoral-sobre-el-community-manager
Etude: les community managers en France (2014). Retrieved January 16, 2015 from http://www.slideshare.net/captainjob/enquete-community-managers-2014?ref=http://www.ludosln.net/etude-cm-community-manager-france-2014/
Mejía, J. C. (2013). La Guía del community manager. Madrid: Ediciones Anaya Multimedia.
Silva-Robles, C. (2012). Community managers: la dirección de RR.PP. en la red. Revista Internacional de Relaciones Públicas, II(3), 193–216. Retrieved July 7, 2012 from http://revistarelacionespublicas.uma.es/index.php/revrrpp/article/view/88/68 http://dx.doi.org/10.5783/RIRP-3-2012-10-193-216
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2017 Springer International Publishing Switzerland
About this paper
Cite this paper
Silva Robles, C. (2017). The Community Manager: Responsibilities Assigned by Companies. In: Freire, F., Rúas Araújo, X., Martínez Fernández, V., García, X. (eds) Media and Metamedia Management. Advances in Intelligent Systems and Computing, vol 503. Springer, Cham. https://doi.org/10.1007/978-3-319-46068-0_35
Download citation
DOI: https://doi.org/10.1007/978-3-319-46068-0_35
Published:
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-46066-6
Online ISBN: 978-3-319-46068-0
eBook Packages: EngineeringEngineering (R0)