Evolución del community manager en las pymes del País Vasco y Navarra

Abstract

Evolution of the community manager in small enterprises of the Basque Country and Navarre. The evolution of the community manager profession is studied in enterprises located within the Basque Country and Navarre, Spain. This professional position has been analyzed previously, but not within specific regions. The investigation was conducted in two stages: the first one in 2013 when this new professional position started appearing in enterprises, and the second one in 2017. Using a survey that was administered to 164 enterprises located in the Spanish autonomous commu-nities of the Basque Country and Navarre, and using the Delphi method, we found that the community manager position existed at the majority of enterprises. However, the characteristics/features of the positions have undergone some changes over the past four years: salaries have improved; professionals have more experience; they work in teams that include su-pporting professionals; and they have higher budgets for the strategies used in social networks