La Figura del Community Manager

community manager internet redes sociales Tomas Abarca
Imagen tomada de: www.psychologytoday.com
Por: Tomas Abarca

Tal vez el concepto no se te haga muy familiar o alguna vez escuchaste el nombre en alguna conversación de negocios o lo viste impreso en una revista especializada en comunicación en una de tantas estanterías de las librerías o puestos de revistas de nuestro país, pero ¿Qué demonios es un Community Manager ?

El Community Manager o Responsable de Comunidad es la figura que se encarga de administrar una comunidad de usuarios a través de la Internet en cualquiera de sus modalidades: twitter, my space, facebook, blogs especializados, foros de discusión, etc. Así como de crear y distribuir contenidos relacionados con la marca para la cual trabaja.
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La importancia de esta figura ha ido creciendo en protagonismo con la masificaciòn del uso de Internet y más aún con el boom de las redes sociales.

Existen varias definiciones en torno a esta profesión, pero los expertos coinciden en describir al Community Manager como: “La persona encargada o responsable de sostener, acrecentar y en cierta forma, defender las relaciones de la empresa con sus clientes en el ámbito digital, gracias al conocimiento de las necesidades y los planteamientos estratégicos de la organización y los intereses de los clientes”. Como podemos observar dentro de las características principales del también conocido como Responsable de Comunidad deben destacar el buen manejo de información, la habilidad para generar debate en las comunidades digitales dejando siempre bien librada a la empresa para la cual trabaja, capacidad para establecer una conexión entre la marca que representa y los usuarios de la misma, así como un excelente dominio de las plataformas de comunidades virtuales de las que hace uso.

Una de las principales tareas del Community Manager es la correcta elaboración del Social Media Plan.
A continuación 5 consejos o pasos a seguir para desarrollar esta tarea de una manera profesional:

Paso uno: Fijar objetivos

El Social Media no se remite únicamente a postear artículos en redes sociales. Lo primero que se tienen que hacer para desarrollar un plan de Social Media es determinar cuales serán los objetivos, si estos están claros desde el inicio, actividades como la segmentación de públicos y la selección de contenidos se podrán realizar con mayor facilidad. Primordial saber el porque y para que se hace dicho plan.


Paso dos. Segmentar públicos y crear grupos

Una vez fijados los objetivos, lo siguiente es segmentar a nuestra audiencia y crear grupos. Es vital que conozcamos el perfil de los usuarios de las comunidades que vamos a utilizar para saber que contenidos les interesan, cual será el enfoque con el cual abordaremos los temas, quiénes son los líderes de opinión en ciertos temas, así como el grado de interactividad que les va permitir el canal de comunicación virtual elegido, para saber hasta qué nivel se podrá interactuar con ellos.

Paso tres. Definir los canales sociales de comunicación, seleccionar contenidos y administrar la comunidad.

Durante esta etapa se deberá definir la plataforma social a utilizar según el perfil de usuario con el cual pretendemos conectar. Si tenemos claro a qué usuarios queremos llegar sabremos a través de que tipo de redes sociales se comunican de forma regular.

El tipo de contenido que ofreceremos a los usuarios, así como la manera de gestionarlo son dos puntos que debemos tener en consideración, hay que manejar información que sea de gran interés para la audiencia y conservar un nivel de criterio alto al seleccionar la información para tener siempre algo bueno e interesante que decir, eso mantendrá a nuestra audiencia cautiva.

Número Cuatro. Administrar la red, comparar gasto con beneficios y optimizar permanentemente

Una vez seleccionado el canal interactivo de comunicación, seleccionando y desarrollando contenidos de interés para nuestra audiencia con el fin de alcanzar los objetivos, es tiempo de administrar los temas en la red social.

Para tener éxito en tu tarea como Community Manager es esencial estar en constante mejora y optimizar permanentemente los recursos que inviertes en la comunidad virtual que administras, debido a la rápida respuesta que se obtiene en estos canales de comunicación podrás ir descubriendo que funciona y que no funciona dentro de tu comunidad, gestionar este tipo de grupos es un proceso que se lleva poco a poco puedes llegar a tener una gran cantidad de usuarios, amigos o seguidores , pero si comienzas a descuidar algunos aspectos claves se puede perder todo lo ganado.

No olvides evaluar periódicamente todas las acciones realizadas en la comunidad eso te ayudará a tener un mejor desempeño calcula todo lo que haces, mide la participación de los miembros de la red, el volumen de contenidos que manejas o produces en las redes sociales, blogs especializados y foros de discusión, así como la respuesta que obtienes de los usuarios.

La información que vas a obtener al interactuar con los usuarios de la comunidad que administras será de gran utilidad para saber de primera mano cual es la percepción que tiene el consumidor sobre tu marca.

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