<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>1794-4449</journal-id>
<journal-title><![CDATA[Revista Lasallista de Investigación]]></journal-title>
<abbrev-journal-title><![CDATA[Rev. Lasallista Investig.]]></abbrev-journal-title>
<issn>1794-4449</issn>
<publisher>
<publisher-name><![CDATA[Corporación Universitaria Lasallista]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S1794-44492017000100217</article-id>
<article-id pub-id-type="doi">10.22507/rli.v14n1a19</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[La profesionalización del community manager: claves para una formación especializada de posgrado]]></article-title>
<article-title xml:lang="en"><![CDATA[The professionalization of the community manager: keys to specialized graduate training]]></article-title>
<article-title xml:lang="pt"><![CDATA[A profissionalização do community manager: chaves para uma formação especializada de pós graduação]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Ortega-Maldonado]]></surname>
<given-names><![CDATA[Álvaro]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Rendón-López]]></surname>
<given-names><![CDATA[Lina María]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Ortega-Carrillo]]></surname>
<given-names><![CDATA[José Antonio]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad de Granada  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Spain</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Corporación Universitaria Lasallista  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Colombia</country>
</aff>
<aff id="Af3">
<institution><![CDATA[,Universidad de Granada Departamento de Didáctica y Organización Escolar ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Spain</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>06</month>
<year>2017</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>06</month>
<year>2017</year>
</pub-date>
<volume>14</volume>
<numero>1</numero>
<fpage>217</fpage>
<lpage>232</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_arttext&amp;pid=S1794-44492017000100217&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_abstract&amp;pid=S1794-44492017000100217&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_pdf&amp;pid=S1794-44492017000100217&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen  Introducción. La investigación que se presenta plantea una síntesis epistemológica sobre el perfil y funciones del community manager.  Materiales y métodos. Se realizó desde el análisis crítico de un conjunto de opiniones valiosas de académicos, y profesionales. relacionándola con los resultados de un estudio cualitativo realizado sobre el programa académico de 19 cursos (en su mayoría conducentes a la titulación de máster) ofrecidos mayoritariamente por universidades españolas para la especialización de tales profesionales.  Resultados. Este análisis comparado ha permitido establecer notables coincidencias entre los perfiles, ámbitos de trabajo y funciones asignadas a los community manager por los estudios epistemológicos existentes y las competencias que se pretenden adquirir en estas acciones formativas de posgrado.  Conclusión. En esencia los cursos preparan a expertos en comunicación hipermedia y sus canales, creadores de contenidos de calidad e impacto emotivo, a profesionales, ubicuos en continuo estado de análisis de audiencias y de estudios de posicionamiento.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract  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.]]></p></abstract>
<abstract abstract-type="short" xml:lang="pt"><p><![CDATA[Resumo  Introdução. A investigação que se apresenta planteia uma síntese epistemológica sobre o perfil e funções do community manager.  Materiais e métodos. Se realizou desde a análise crítica de um conjunto de opiniões valiosas de acadêmicos, e profissionais. Relacionando ela com os resultados de um estudo qualitativo realizado sobre o programa acadêmico de 19 cursos (na sua maioria conducentes à titulação de Máster) oferecidos maioritariamente por universidades espanholas para a especialização de tais profissionais.  Resultados. Este análise comparado há permitido estabelecer notáveis coincidências entre os perfis, âmbitos de trabalho e funções designadas aos community manager pelos estudos epistemológicos existentes e as competências que se pretendem adquirir nestas ações formativas de pós graduação.  Conclusão. Em essência os cursos preparam a especialistas em comunicação hipermídia e seus canais, criadores de conteúdos de qualidade e impacto emotivo, a profissionais, ubíquos em contínuo estado de análise de audiências e de estudos de posicionamento.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[community manager]]></kwd>
<kwd lng="es"><![CDATA[competencias profesionales]]></kwd>
<kwd lng="es"><![CDATA[habilidades de comunicación]]></kwd>
<kwd lng="es"><![CDATA[redes sociales]]></kwd>
<kwd lng="es"><![CDATA[social media]]></kwd>
<kwd lng="es"><![CDATA[marketing social]]></kwd>
<kwd lng="es"><![CDATA[reputación en línea]]></kwd>
<kwd lng="en"><![CDATA[community manager]]></kwd>
<kwd lng="en"><![CDATA[professional skills]]></kwd>
<kwd lng="en"><![CDATA[communication skills]]></kwd>
<kwd lng="en"><![CDATA[social media]]></kwd>
<kwd lng="en"><![CDATA[social marketing]]></kwd>
<kwd lng="en"><![CDATA[on-line reputation]]></kwd>
<kwd lng="pt"><![CDATA[community manager]]></kwd>
<kwd lng="pt"><![CDATA[competências profissionais]]></kwd>
<kwd lng="pt"><![CDATA[habilidades de comunicação]]></kwd>
<kwd lng="pt"><![CDATA[redes sociais]]></kwd>
<kwd lng="pt"><![CDATA[social media]]></kwd>
<kwd lng="pt"><![CDATA[marketing social]]></kwd>
<kwd lng="pt"><![CDATA[reputação em linha]]></kwd>
</kwd-group>
</article-meta>
</front><back>
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