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Our research tries to find out if communication has been professionalized in the entities of the Social Action third sector, by hiring qualified personnel for it. The globalized use of social networks allows companies and organizations a communication that can help to strengthen the reputation of entities, make themselves known or simply keep users and relatives of those entities informed. Focusing on small and medium-sized entities at a local and regional level in the Murcia region, we find a mosaic of entities, with an increasingly professionalization, but which, however, the study shows us how on many occasions still it is not committed to a professional profile to develop corporate communication. We find that the intensification of technological change has caused a large presence of social media in third sector entities and has focused on obtaining greater interaction between them and society in general and in their users and families in particular, but it has not yet acquired the professionalization that good corporate communication needs.

La profesionalización del uso de medios de comunicación social en las Entidades no lucrativas del Tercer Sector de Acción Social.