El papel del ‘community manager’ en las estrategias de marketing de las empresas con mayor actividad en las redes sociales

  1. Meso Ayerdi, Koldo
  2. Mendiguren Galdospin, Terese 1
  3. Pérez Dasilva, Jesús Ángel 1
  1. 1 University of the Basque Country UPV/EHU
Journal:
Estudios sobre el mensaje periodístico

ISSN: 1988-2696

Year of publication: 2015

Issue: 21

Pages: 385-402

Type: Article

DOI: 10.5209/REV_ESMP.2015.V21.N1.49101 DIALNET GOOGLE SCHOLAR lock_openOpen access editor

More publications in: Estudios sobre el mensaje periodístico

Abstract

In recent years the spread of social networks and the proliferation of users of this type of platforms have altered the ecosystem of the market. Companies today are finding that an increasing number of consumers are familiar with the use of social networks as a place to search for information and opinions on products and brands. This circumstance has inevitably influenced the companies’ marketing strategies. The direct participation of clients on the websites of particular products or brands has become a vein of opportunity that companies wish to exploit and move onto their own ground. It is in this context that the figure of a company’s community manager, or social network manager, has emerged. The mission of these professionals is to establish stronger links between users and the company, a relationship that is translated into business results. We consider it to be of interest to investigate how brands are managed on the networks. For this purpose we have chosen the most active companies from amongst the main Spanish advertisers identified in a recent study.

Bibliographic References

  • BERGER, Jonah & MILKMAN, Katherine L. (2012): “What Makes Online Content Viral?”. Journal of Marketing Research: April 2012, Vol. 49, No. 2, pp. 192­-205.
  • CARRERAS, Roberto y JAREÑO, Pedro (2012): “Los medios sociales y la cultura 2.0”. In: MARTÍNEZ­-PRIEGO, C. (coord.): “Quiero ser community manager”. ESIC, Madrid, pp. 33­-67.
  • COMSCORE (2011): “It’s a Social World: Top 10 Need­to­Knows About Social Net­ working and Where It’s Headed”. Available at: http://www.comscore.com/In­sights/Presentations_and_Whitepapers/2011/it_is_a_social_world_top_10_need­to ­knows_about_social_networking [Consulted: 08/11/2012].
  • COMSCORE (2012b): “1 de cada 8 usuarios europeos de smartphones realizaron compras desde sus dispositivos”. Available at: http://www.comscore.com/lat/In­ sights/Press_Releases/2012/7/1_de_cada_8_usuarios_europeos_de_smart­ phones_realizaron_compras_desde_sus_dispositivos [Consulted: 08/11/2012].
  • COMSCORE (2012c): “comScore y Facebook publican el estudio europeo sobre el al­cance de los medios de comunicación sociales y su efectividad”. Available at: http://www.comscore.com/lat/Insights/Press_Releases/2012/7/comScore_y_Face­ book_publican_el_estudio_europeo_sobre_el_alcance_de_los_medios_de_comu­ nicacion_sociales_y_su_efectividad [Consulted: 08/11/2012].
  • DALTON, James; ELIAS, Maurice; & WANDERSMAN, Abraham (2001): Commu­nity Psychology. Linking Individuals and Communities. California, Wadsworth.
  • DRUCKER, Peter F. (2006): Innovation and Entrepreneurship. New York, Harper Business.
  • FUENTES, Mauro (2012): “La figura del community manager”. In: MARTÍNEZ­ PRIEGO, C. (coord.): Quiero ser community manager. ESIC, Madrid, pp. 97-109.
  • GENAUT, Aingeru; PEREZ DASILVA, Jesús; MESO, Koldo; MENDIGUREN, Te­resa; y RODRÍGUEZ, Miren (2012): “Marcas comerciales y redes sociales en Es­ paña: Posicionamiento y usos en Facebook y Twitter”. IV Congreso Internacional de Ciberperiodismo y Web 2.0. 17­-18 November 2014. Bilbao, University of the Basque Country.
  • LOVETT, Mitchell J.; PERES, Renana; & SHACHAR, Ron (2013): “On Brands and Word of Mouth”, in Journal of Marketing Research, Vol. 50, No. 4, pp. 427­-444.
  • MARTÍNEZ-­PRIEGO, Chema (2009a): “Escuchar a los Social Media”. In: “Del 1.0 al 2.0: Claves para entender el nuevo marketing”. Bubok Publishing, pp. 102­-108. Available at: http://www.capsulasdemarketing.com/pdf/clavesdelnuevomarket­ ing.pdf [Consulted: 21/09/11].
  • MARTÍNEZ-PRIEGO, Chema (2009b): “Ser un Community Manager”. In: “Del 1.0 al 2.0: Claves para entender el nuevo marketing”. Bubok Publishing. Pp. 143-­152. Available at: http://www.capsulasdemarketing.com/pdf/clavesdelnuevomarket­ ing.pdf [Consulted: 21/09/11].
  • MEDINA, Agustín (2010): Buy, bye, marketing. Del poder del Mercado al poder del consumidor. La revolución de las marcas. Madrid, Pirámide.
  • RODRÍGUEZ FERNÁNDEZ, Oscar (2012): Conviértete en experto en “Social Media”. Community Manager. Madrid, Anaya.
  • ROJAS, Pedro (2011): Community management en una semana. Barcelona, Gestion 2000.
  • ROSALES, Pere (2010): Estrategia digital. Cómo usar las nuevas tecnologías mejor que la competencia. Barcelona, Ediciones Deusto.
  • SAAVEDRA, José Luis; LINERO, Oscar; y GUTIÉRREZ, Rafael (2011): “Commu­nity Manager y la marca como estrategia organizacional en las redes sociales on­ line”. In REDHECS: Revista electrónica de Humanidades, Educación y Comunicación Social, ISSN­e 1856-­9331, Año 6, Nº. 10, pp. 168-­181.
  • WIERSEMA, Fred (2002): The new market leaders. New York
  • WILLIAMS, Ann (2013): “Metaphor, Media and the Market”. International journal of communication, vol 7, pp.1404-­1417.
Data source: Dialnet