Open AccessCommunity managers: presente y futuro de un perfil profesional emergente en la dimensión 2.0. Su influencia en la rentabilidad reputacional online
Author(s) -
Pilar Treviño Carrero,
Alejandro Barranquero Carretero,
Nerea Zusberro
Publication year - 2013
Publication title -
adcomunica. revista científica de estrategias, tendencias e innovación en comunicación
Language(s) - Spanish
DOI - 10.6035/2174-0992.2013.6.10
Subject(s) - professionalization , formative assessment , work (physics) , online community , quality (philosophy) , public relations , process (computing) , key (lock) , business , value (mathematics) , sociology , knowledge management , political science , pedagogy , computer science , engineering , mechanical engineering , social science , philosophy , computer security , epistemology , machine learning , law , operating system
Fruto de la expansión del software social, las empresas necesitan desarrollar
estrategias que faciliten la comunicación entre usuarios y organizaciones. El
profesional que realiza esta intermediación es el community manager. En España
aún no están definidas las competencias necesarias para desempeñar esta
reciente profesión de la comunicación online. El objetivo de este estudio se
centra en profundizar en su perfil formativo y profesional e indagar si se trata de
una popularización circunstancial o si se normalizará la figura profesional como
parte de la plantilla de las organizaciones. La investigación se ha abordado principalmente
a través de entrevistas cualitativas realizadas a distintos expertos. Su
evolución en España revela una marcada tendencia hacia la profesionalización,
canalizada por la autoformación en lo referente a los conocimientos técnicos.
Sin embargo, la necesidad de poseer habilidades comunicativas refrenda el 1.0
como la base del trabajo del community manager. Si la empresa tiene presencia
en el mercado digital requiere de nuevas fórmulas para llegar al consumidorproductor
de la era 2.0. El community manager encontrará, entonces, su razón
de ser en las organizaciones.Due to the expansion of social software, companies need to develop strategies
to facilitate communication between users and organizations. The professional
who makes it possible is the community manager. In Spain, the competences
for this new job of online communication are not defined yet. The target of
this research is focused on dealing in depth with his formative and professional
profile and searching on whether it is an incidental popularization or if this
professional figure will be normalized as part of the staff of organizations.
Research has been mainly approached by quality method through interviews
with several experts. In Spain, the evolution status of this role shows a clear
trend towards CM’s professionalization as a must for the online organizations.
In this process, CM’s self-driven training in the area of technical knowledge
is also crucial. However, communication skills are imperative within the 1.0
environment so, are the key to fully expand his work. Should companies need
to interact within the digital marketing and social media, then, they would
require a new approach to fulfill with what the 2.0 era new consumer-content
producer demands. So, the community manager will be a key value in the
organizations