Given that this is a topic that is currently chinese overseas america data under full debate and with a variety of opinions and positions in a fragmented discourse, the purpose of this document is to structure a dissertation as exhaustive as possible about this profile, based on a review of the existing bibliography, and which in turn provides answers to the concerns, hardly natural, that arise around it.
From corporate website to social media
First of all, it should be noted that the term organization is not only used as a synonym for company, but also includes government entities, non-profit entities, NGOs, supranational entities, multinational corporations and even public figures (singers, writers, actors, politicians, etc.)
As Germán Radillo (Mexico, 2010) states, until the end of the 1990s, organizations that migrated to the Internet were not aware of the online conversations their audiences were carrying out (nor were those who were leading them, the influencers), that is, "they did not listen to them."
The advent of Web 2.0 and the explosion of social media on the Internet as tools for communication between people, attracted the interest of companies. The Spanish Association of Online Community Managers - AERCO (2009), states that "the Internet consumption share continues to grow, but the error of this measurement is that the Internet is not just another medium. It is an infrastructure on which to build communication media " or, seen another way, as Jessica Judex (2010) of the UM Agency (Colombia) states, "just as eight or ten years ago it was essential for a business to have a website, today it is essential to have an active role in a social network. The absence of a brand in these communities is like saying to a consumer: thanks, but I don't want to know your opinion of me."
The role of the community manager, responsibilities and functions
The very concept of what a Community Manager is is still unclear, and the definitions given to date are based on different perspectives, which can be considered complementary. However, it should be noted that it is a concept that is still evolving.