La gestión de crisis en redes sociales : estrategias de community management para fortalecer la comunidad y reforzar la marca.

Abstract

This research delves into the evolution and current challenges of social media management, based on interviews conducted with experts in digital marketing, metrics, crisis management, and content creation. The study highlights the growing importance of authenticity as a central pillar in the relationship between brands and users. Today’s audiences value transparency and closeness, which forces companies to redesign their strategies to strengthen genuine and sustainable connections. Crisis management on social media emerges as a crucial issue. The interviews emphasize that brands must be prepared to face adverse situations with speed and consistency. The presence of clear protocols and a well-prepared team are fundamental elements to safeguard brand trust and reputation. Empathy and transparency are essential factors during a crisis to maintain a positive relationship with the digital community. The role of the community manager is positioned as key within this ecosystem. This professional not only requires technical skills and creativity but also strong digital empathy and adaptability. Their work goes beyond publishing content; it involves managing community interactions, anticipating problems, and acting strategically to strengthen the brand's image. The analysis also underscores the importance of flexibility and continuous adaptation. Social media is a dynamic environment where trends and algorithms are constantly changing, requiring brands to be in a continuous process of learning and adjustment. Modern social media management demands a multidisciplinary approach that combines advanced technology, creativity, and human sensitivity. Brands that manage to integrate these elements coherently will be better prepared to build and sustain strong digital communities, effectively handle crises, and remain competitive in the digital marketplace.