Facebook started in 2004 and Twitter in 2006. Online communities came into our lives without much impact, because nobody knew if they were here to stay or would be a short-term tendency. Brands did not even imagine at that time that the way in which they had been interacting with their consumers was about to change forever.<\/p>\n
Until then it was the brands who led the conversation with their consumers. They talked and consumers listened, and if nobody was satisfied, there were few ways to express it beyond a letter to a post office box that was checked from time to time.<\/p>\n
It was in 2008 when social networks were evidently stronger, and when brands began to see in them a new way of communication much direct. Although at first they were understood as an advertising mean, they would soon realize that bidirectional communication was already a reality.<\/p>\n
A need for a professional specifically trained to take charge of managing relationships with communities of brand followers was detected at this point. The community manager concept was born at this time along with concepts like \u2018social branding\u2019, \u2018brand humanization\u2019, \u2018engagement\u2018.<\/p>\n
Currently, social networks are key factors in marketing strategies, they help both as customer service channels and as platforms used for the positioning, development and reputation of brands. According to an Interactive Advertising Bureau (IAB) study, eight out of ten social network users follow company profiles. While a Hootsuite report highlights that 52% of consumers are frustrated when brands do not provide them with a more humane treatment like the one offered by social media.<\/p>\n
Since 2011, every fourth Monday in January, the Community Manager Appreciation Day is celebrated, as this profession has gained vital importance in any business sector and is still in great demand by companies. This year, it was on January 27.<\/p>\n