The situation of digital strategic communication in Ecuador and other countries in Latin America: The management of the community manager

Abstract

At present, companies face the challenge of addressing the new forms of communication by positioning their brands. This in turn results in the emergence of new professional profiles, such as the Community Manager. The present research analyses quantitative information from experts in the digital area of Ecuadorian, Mexican, Argentinian, Colombian, Venezuelan, and Uruguayan organizations. The study is focused on the study of the role of Community Managers in strategic communication. Inputs of particular interest for this research include: (a) the importance attached to the training and tools handling to address strategic issues; (b) the role of the manager of virtual communities related to companies, in order to know and control communication flows and consolidate a brand or business; (c) the participation, interaction, creation of engaging content, positioning and online reputation. This paper is aimed at contributing to research on the subject. In the region, figures providing evidence in this field are scarce and of little relevance.