Comunicación digital y community management
This chapter analyzes the evolution of community management within the context of contemporary digital communication, with an emphasis on its integration into transmedia branding strategies. It presents a theoretical and methodological review to understand the strategic role of the community manager...
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| Huvudupphov: | , , |
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| Materialtyp: | Online |
| Språk: | spanska |
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Editorial Unión Científica
2025
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| Ämnen: | |
| Länkar: | https://directory.doabooks.org/handle/20.500.12854/169662 |
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| Sammanfattning: | This chapter analyzes the evolution of community management within the context of contemporary digital communication, with an emphasis on its integration into transmedia branding strategies. It presents a theoretical and methodological review to understand the strategic role of the community manager as a mediator between brands, audiences, and platforms. Through a qualitative and comparative approach, the chapter examines case studies that illustrate the best practices in digital community management. It highlights the use of participatory narratives, emerging technologies, and monitoring tools. The findings reveal a progressive sophistication of the role, which now goes beyond social media administration to include data analysis, digital reputation building, and crisis management. The discussion addresses ethical challenges that arise in interactions with diverse communities and reflects on the future of community management considering artificial intelligence, content personalization, and hyperconnectivity. The chapter concludes with practical recommendations for comprehensive management that are sensitive to the socio-technical environment and aligned with institutional communication goals. |
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