The role of community manager in the marketing strategies of the Spanish companies most active on social networks

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.