The community manager: Responsibilities assigned by companies

Abstract

The advent of the social web has changed corporate communication through new tools, strategies and, above all, a new sensitivity to connect with audiences and users. One of the major consequences is the real need that has arisen in companies to hire professionals suitable and dedicated to the management of their online reputation, the adaptation of their brand and messages to the digital environment and thinking. However, employers are often incapable of defining what they need, and there is no consensus about the terms that should be used to designate the various tasks associated with online communication. Nonetheless, without a doubt, there is a term that has become the king of the digital jobs: the community manager. The question is: what is a community manager? This article presents the results of a content analysis of advertisements of community manager job vacancies, which aims to find out how employers/companies conceptualise this profession.