El community manager en los gabinetes de las instituciones políticas: nuevas competencias del periodista de fuente para una gestión eficaz de los medios sociales

Abstract

The unrelenting rise of digital tools like social network sites, blogs, wikis, micro and miniblogs is forcing all the players of political communication to adapt their discourse and language to these new scenarios and their audiences. The main working hypothesis of this paper is that those responsible for the cabinets of political communication are required to take the skills of CM profile in order to improve their job, according to the actual theories that teach the organizational communication has to be developed by all its departments and members, in a global and coherent way, but always under the direction of the cabinet