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Revista Lasallista de Investigación
Print version ISSN 1794-4449
Abstract
ORTEGA-MALDONADO, Álvaro; RENDON-LOPEZ, Lina María and ORTEGA-CARRILLO, José Antonio. The professionalization of the community manager: keys to specialized graduate training. Rev. Lasallista Investig. [online]. 2017, vol.14, n.1, pp.217-232. ISSN 1794-4449. https://doi.org/10.22507/rli.v14n1a19.
Introduction.
This research shows an epistemological synthesis about the profile and functions of the community manager.
Materials and methods.
It was carried out from the critical analysis of a group of valuable opinions from academics and professionals. Relating it to the results of a qualitative study carried out on the academic program of 19 courses (mostly pursuing a master's degree) offered mainly by Spanish universities for the specialization of such professionals.
Results.
This comparative analysis has made it possible to establish remarkable coincidences among profiles, work areas, and functions assigned to community managers by existing epistemological studies and the competences that are intended to be acquired in these formative graduate actions.
Conclusion.
In essence, the courses prepare hypermedia communication experts and their channels, creators of quality content and emotional impact to professionals, ubiquitous in a continuous state of analysis of audiences and of positioning studies.
Keywords : community manager; professional skills; communication skills; social media; social marketing; on-line reputation.
