The community manager: current state

Identifier:  TFG:2032

Handle: https://hdl.handle.net/20.500.11797/TFG2032

Authors:  Curto Soria, Roger

Abstract:
In this study, we analyze one of the most important jobs in the field of marketing: the community manager. Firstly, the concept of marketing and the evolution of its department within the business world is described. Likewise, social networks are defined and a small comment is made of those that have become more relevant at present, given that they are the focus that centers a large part of the activity carried out by the social media specialist. To finish the theoretical part, the profession is exposed, just as the three profiles of community manager that are most frequent in companies: the one that works internally in a corporation, the one that practise the position working as a freelance agent and, finally, the marketing agency that supports the companies in terms of social networks management. Subsequently, the practical section aims to understand the current situation of the community manager in the company's space, evaluating several aspects in a generic way. In-depth interviews are executed with social media specialists who are practicing this profession in a company and, furthermore, online surveys are sent to obtain a sample of responses that reinforce and expand the information obtained in the interviews. In this sense, characteristics such as the situation of the community manager within the business organization chart, the attributions during their day-to-day or the future that is predicted on this professional profile are identified. With all that, the degree of real implementation of this position in the current business world and the most used type of community manager are figured out. Keywords: