Profile of the community manager in advertising and public relations agencies in Spain
DOI:
https://doi.org/10.3145/epi.2016.mar.10Keywords:
Community management, Advertising agencies, Public relations agencies, Corporate communication, Digital communication, Web 2.0, Public relations, Communication professionals, Spain.Abstract
Community management has emerged as a new profession since the advent of web 2.0. Professional positions and functions have been consolidated and standardized within corporate communication; consequently, many organizations hire community management services or agencies. This paper discusses the roles of the professionals who are responsible for community management in Spanish advertising and public relations agencies. A survey identified the typical profile of a professional in this field: a woman, aged 25-35 years, journalism degree, with two to three years previous digital media experience. In other words, a young professional with a CV linked to the world of communication.
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