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Resumen En el momento en que surge la figura del community manager se entendio que su cometido debia consistir en gestion del contenido de los medios sociales. Sin embargo, en la medida en que la profesion se ha consolidado, han apareciendo otros perfiles como el social media manager . Con frecuencia se escuchan interpretaciones confusas acerca de ambas figuras, que en ocasiones se asimilan perfil y en funciones. En tal sentido, este articulo se propone describir con precision que es un community manager y que debe entenderse por social media manager , cuales son sus funciones especificas y por que su contribucion resulta imprescindible en la comunicacion actual. Se aporta, asimismo, una interpretacion fundamentada acerca de como deben integrarse en el organigrama organizacional y cual debe ser su posicion con respecto a la direccion de comunicacion. Palabras clave : community manager, social media manager, dircom,  reputacion online, web 2.0. Community manager vs. social media manager. A theoretical delimitation necessary in the business communication space Abstract When the position of the community manager was established, it was understood that his/her role should be to manage a company or brand’s social media content. However, inasmuch as the profession has been consolidated, other offices have appeared, such as the social media manager. There is frequent confusion in distinguishing between the two, who are sometimes assimilated in both profile and functions. Thus, this article aims to explain precisely what should be understood by both community manager and social media manager, as well as what their specific functions are and why their contribution is essential in present social media communication. It also provides a well-founded interpretation of how they should be integrated into the organization chart and what their position should be with respect to the office of communications. Keywords: community manager, social media manager, dircom, online reputation, web 2.0. Resumo No momento em que a figura do community managersurgiu, entendeu que seu papel deveria ser gerenciar o conteudo das midias sociais. No entanto, na medida em que a profissao foi consolidada, outros perfis apareceram, como osocial media manager. Frequentemente, interpretacoes confusas sao ouvidas sobre ambas as figuras, que as vezes sao perfil e funcoes assimiladas. Nesse sentido, este artigo tem como objetivo descrever exatamente o que e um community managere o que deve ser entendido pelosocial media manager, quais sao suas funcoes especificas e por que sua contribuicao e essencial na comunicacao atual. Ele tambem fornece uma interpretacao bem fundamentada de como eles devem ser integrados no organograma e qual sua posicao em relacao a direcao da comunicacao. Palavras-chave: Community manager, social media manager, dircom, reputacao online, web 2.0.

Community manager vs. social media manager Una delimitación teórica necesaria en el espacio comunicativo empresarial