Carmen Silva Robles

The Community Manager: Responsibilities Assigned by Companies

The advent of the social web has changed corporate communication through new tools, strategies and, above all, a new sensitivity to connect with audiences and users. One of the major consequences is the real need that has arisen in companies to hire professionals suitable and dedicated to the management of their online reputation, the adaptation of their brand and messages to the digital environment and thinking. However, employers are often incapable of defining what they need, and there is no consensus about the terms that should be used to designate the various tasks associated with online communication. Nonetheless, without a doubt, there is a term that has become the king of the digital jobs: the community manager. The question is: what is a community manager? This article presents the results of a content analysis of advertisements of community manager job vacancies, which aims to find out how employers/companies conceptualise this profession.

LA TRIPLE «CORONA» DE LA SELECCIÓN ESPAÑOLA DE FÚTBOL (2008, 2010 Y 2012): LOS ANUNCIANTES Y EL FORTALECIMIENTO DE MARCA EN LOS PRINCIPALES DIARIOS DEPORTIVOS ESPAÑOLES

La Seleccion espanola absoluta de futbol consiguio ganar de forma consecutiva la Eurocopa 2008, el Mundial 2010 y la Eurocopa 2012, lo que supuso un cumulo de acontecimientos nunca vividos anteriormente en la historia de Espana. Estudios anteriores han servido para mostrar como la prensa espanola –especialmente la deportiva– trato a todos y cada uno de estos acontecimientos como hechos historicos, como proezas, como hitos. De todas las variables –que no son pocas– que se pueden analizar, esta disertacion esta basada en una muy concreta: la publicidad a traves de los diarios deportivos. El dia posterior a cada uno de estos triunfos, los cuatro principales diarios deportivos espanoles (MARCA, AS, MUNDO DEPORTIVO y SPORT) contuvieron, evidentemente como cada dia, paginas de publicidad. La principal diferencia radica en que se produjo un aumento de la publicidad corporativa. Muchas de las inserciones publicitarias, lejos de promocionar bienes o servicios, se enfocaron al fortalecimiento de la imagen del anunciante, tratando de asemejar la «marca» con el triunfo de la Seleccion espanola y la imagen de esta. Estos anuncios supusieron al mismo tiempo un tributo de los anunciante a los ganadores, exponiendo asi ante los publicos su reconocimiento hacia ellos. Es decir, se puede observar y ejemplificar con claridad como el mito deportivo se convierte en un fenomeno social y, a traves de lo historico de los acontecimientos, la publicidad consigue generar un discurso narrativo, relacionado con los exitos deportivos, para potenciar su imagen y llegar a sus publicos. Palabras clave: Futbol. Diarios deportivos espanoles. Publicidad en prensa. Seleccion espanola de futbol. Comunicacion corporativa. ABSTRACT The Spanish national football team won consecutively Euro 2008, the 2010 World Cup and Euro 2012, which was a series of events never experienced before in the history of Spain. Previous studies have served to show how the Spanish newspapers, especially the sport one, treated every one of these events as historical facts, such prowess, as milestones. Of all the variables, which are numerous, that can be analyzed, this dissertation is based on a very concrete advertising through sports newspapers. The day after each of these victories, the four main Spanish sports newspapers (MARCA, AS, MUNDO DEPORTIVO and SPORT) contained, obviously like every day, advertising pages. The main difference is that there was an increase in corporate advertising. Many of the advertising inserts, far from promoting goods or services, focused on strengthening the image of the poster, trying to resemble the «mark» the triumph of the Spanish national team and the image of it. These ads accounted at once a tribute from the advertiser to the winners, exposing audiences to their appreciation towards them. That is, it can be seen clearly and exemplify how sports myth becomes a social phenomenon and, through the historical events, advertising manages to generate a narrative, related with sporting success, to enhance their image and reach their audiences. Keywords: Football. Spanish sports newspapers. Newspaper advertising. Spanish football team. Corporative communication.