Gestión del Community Manager en la comunicación estratégica de organizaciones ecuatorianas e internacionales

Abstract

With the development and expansion of Social Media have integrated the companies in the main challenge to the new forms of communication, redesigning their strategies to sell their products and services on the Internet, which in turn has allowed the emergence of new profiles professionals, including the figure of the Community Manager is highlighted. His role focuses on managing virtual communities around companies to understand and control the flow of communication, customer feedback and so build a brand or business. Participation, interaction, generation of attractive content, positioning and online reputation are the most important objectives of this professional. Such a way, the present research, has two main parts: a theoretical part, based on literature references on the subject and another part that presents the results of the management of Community Manager in strategic business communication national and international efforts to finally bring to the field of research, since studies on the subject are scarce.