Although with a diversity of botim data functions that is much broader than those of a conventional head or Press Office, the Community Manager or the Community Management service offered by many agencies, share a large part of tasks and objectives to be fulfilled.
Press officers 2.0, still an ambiguous concept for companies
Their responsibilities, in relation to the quality linked to the brand and confidentiality are similar, although the complete battery of actions linked to public relations make the Community Manager a Press Manager 2.0 and is leading to two different professions for companies.
What seems certain is that for traditional professionals, those who have assimilated training, business management and dedication to information, the figure of the Community Manager remains an unknown. Now, what would they say if we used the concept of Press Managers 2.0? to define the new professionals that companies are looking for in order to maintain the progress of the brand linked to an economic and relational balance. Would that seem more correct to you?
For many of us, accustomed to other nomenclature and functions, the controversy generated by Community Managers in relation to their functions may remain alive, as the definitions about the specific functions of CM vs. the classic Press Chief continue to cause confusion.
Integration, for efficient and comprehensive communication
It is therefore essential to keep in mind that performing functions on social platforms does not make the difference between Community Managers and Press Officers, so we could conclude that, at least in Spain, one of the countries with the highest demand for these new professionals, the great challenge lies in achieving the establishment of a staff of Community Managers who would perform specific functions within the marketing departments.
