Guia para Community Managers en Facebook


Tras varias charlas seguidas que llevo estas semanas sobre como desarrollar el trabajo de Community Manager en Facebook he decidido hacer este post que resuma los puntos que veo yo importantes sobre este tema.

Antes de empezar decir que se trata de una visión personal, no tengo gran experiencia real en este campo como para ir de Gurú del Social Media. También es cierto que los “gurús” de este campo tampoco la tienen así que mi opinión debería ser al menos tan válida como la suya… ¿no? La verdad es que me apetecía escribir lo que se y pienso sobre este tema y como resultado ha quedado una pequeña guía. Como siempre vosotros sois libres de hacer caso a lo que queráis y vuestros comentarios serán siempre bienvenidos…

1. El Papel Community Manager

El llamado Community Manager es aquella persona -o identidad virtual, ya que nada obliga a que sea solo una persona- que representa la identidad de nuestra marca en la red. Se trata de una figura que lleva años existiendo pero que no ha sido hasta los últimos meses que no ha cogido fuerza y su nombre ya suena bien fuerte en todos los medios dedicados al marketing online.

Inicialmente esta persona era la que administraba los foros de la web de la empresa y atendía los emails de los apartados de “contacta”. En una época en la que todo lo “social” en Internet no para de crecer, esta figura ya no solo se encarga de estas secciones y ni siquiera se encarga solo de la web.

Un Community Manager debe ser siempre la voz online de la empresa lo que le lleva a estar presente en muchos más canales: Leer más “Guia para Community Managers en Facebook”

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La mappa dei social network nel mondo – dicembre 2011

Le previsioni fatte sei mesi or sono sono state confermate dai fatti. Facebook ha superato gli 800 milioni di utenti attivi (i registrati potrebbero essere di più) ed ora è il social network più visitato in 127 paesi sui 136 che ho analizzato (fonti confrontate: Alexa & Google Trends for Websites). Si pensi che nel 2009 erano 17 i social network leader in qualche paese del mondo, ora sono solo 6, come mostra l’animazione in basso.


Le previsioni fatte sei mesi or sono sono state confermate dai fatti. Facebook ha superato gli 800 milioni di utenti attivi (i registrati potrebbero essere di più) ed ora è il social network più visitato in 127 paesi sui 136 che ho analizzato (fonti confrontate: Alexa & Google Trends for Websites). Si pensi che nel 2009 erano 17 i social network leader in qualche paese del mondo, ora sono solo 6, come mostra l’animazione in basso.

mappa mondiale dei social network dicembre 2011

Dallo scorso giugno il Moloch sociale ha portato alla resa gli olandesi, da sempre legati al servizio locale Hyves, i brasiliani, affezionati ad Orkut (servizio abbandonato anche dalla casa madre Google), i giapponesi. Il Giappone, in verità, merita una considerazione a parte: gli utenti usano i social network soprattutto da dispositivo mobile, i cui dati sono difficili da ottenere. I player più importanti sono Gree, Mobage, Mixi.

L’Europa è il più grande continente di utenti Facebook con 223 milioni di iscritti. Segue l’America del nord con 219 milioni, l’Asia con 201 milioni. Leer más “La mappa dei social network nel mondo – dicembre 2011”

Dropping the F-Bomb in Asia

As a recent Ogilvy transplant from Washington D.C. and the newest member of the APAC Digital Influence team based in Hong Kong, I knew I’d have a long list of client introductions and a few speaking engagements within my first 30 days. As I prepared for the move, I was hyper-sensitive to the idea that I’d be a newcomer to the region and spent considerable time studying the major social sites for the APAC region. All of this in an effort to avoid dropping the F-word when I should have said “Orkut” or “Mixi” or any one of the other social networks. You might say I had an America Social Media Accent and I tried to loose it before I landed in Hong Kong.


I whispered it under my breath as I boarded the plane from Washington D.C. to Hong Kong.  I wrote it on post-it notes.  I even considered getting it tattooed on my arm: Don’t Say the F-Word.  Don’t say Facebook. Not here.  Not in Asia.

As a recent Ogilvy transplant from Washington D.C. and the newest member of the APAC Digital Influence team based in Hong Kong, I knew I’d have a long list of client introductions and a few speaking engagements within my first 30 days.  As I prepared for the move, I was hyper-sensitive to the idea that I’d be a newcomer to the region and spent considerable time studying the major social sites for the APAC region.  All of this in an effort to avoid dropping the F-word when I should have said “Orkut” or “Mixi” or any one of the other social networks.  You might say I had an America Social Media Accent and I tried to loose it before I landed in Hong Kong. Leer más “Dropping the F-Bomb in Asia”

Here’s The Real Reason Google Is So Worried About Facebook

Google is preparing another attempt to crack the social networking world owned by Facebook, and to a lesser extent, Twitter.

Why is Google traveling down this path once again? Aren’t the failures of Dodgeball, Orkut, Jaiku, Buzz, Wave, etc. enough for Google to realize that it just doesn’t understand social networking?

Maybe, but Google can’t afford to watch the web become social without it.

As Google researcher Paul Adams explains in a huge deck of slides getting passed around on the web, people buying things are more inclined to trust their friends than strangers – or search ads.


Image representing Google as depicted in Crunc...
Image via CrunchBase

Google is preparing another attempt to crack the social networking world owned by Facebook, and to a lesser extent, Twitter.

Why is Google traveling down this path once again? Aren’t the failures of Dodgeball, Orkut, Jaiku, Buzz, Wave, etc. enough for Google to realize that it just doesn’t understand social networking?

Maybe, but Google can’t afford to watch the web become social without it.

As Google researcher Paul Adams explains in a huge deck of slides getting passed around on the web, people buying things are more inclined to trust their friends than strangers – or search ads. Leer más “Here’s The Real Reason Google Is So Worried About Facebook”

APAC Stats: Nielsen Releases Asia Pacific Social Media Report

* Nielsen released its “Asia Pacific Social Media Report” yesterday which described in more detail the social media and WOM trends across the region.

by Brian Giesen

Below is an excerpt from their press release:

Blogs rule in Japan

* Japan Internet users are the most avid bloggers globally, posting over one million blogs per
month, significantly more than any other country.
* Japan’s adoption of Twitter continues to grow, with unique visitor numbers having increased
from less than 200,000 to more than 10 million in the year to April 2010. Sixteen percent of
Japanese Internet users now use Twitter, which compares to 10 percent in the US.

Grass roots celebrities attract China’s social networkers


  • Nielsen released its “Asia Pacific Social Media Report” yesterday which described in more detail the social media and WOM trends across the region.

    by Brian Giesen

Below is an excerpt from their press release:

Blogs rule in Japan

  • Japan Internet users are the most avid bloggers globally, posting over one million blogs per
    month, significantly more than any other country.
  • Japan’s adoption of Twitter continues to grow, with unique visitor numbers having increased
    from less than 200,000 to more than 10 million in the year to April 2010. Sixteen percent of
    Japanese Internet users now use Twitter, which compares to 10 percent in the US.

Grass roots celebrities attract China’s social networkers Leer más “APAC Stats: Nielsen Releases Asia Pacific Social Media Report”

Facebook Expands at the Cost of Local Social Networks

A year ago, we covered the global mapping of social networks by Vincenzo Cosenza, a public relations specialists and former Microsoft Italy marketer.

Almost a year to the day later, Cosenza remapped the global use of social networks.

Like his previous effort, Vincenzo’s new maps were based on Alexa & Google Trends for Websites traffic data.

Among the trends the earlier exercise identified were Facebook’s near-colonization of Europe and its 200 millions users; the status of China’s QQ as the largest social network in the world, with 300 million users; and MySpace’s loss of leadership everywhere except in Guam.


Written by Curt Hopkins

worldmapofsocialnetworks_small2.jpgA year ago, we covered the global mapping of social networks by Vincenzo Cosenza, a public relations specialists and former Microsoft Italy marketer.

Almost a year to the day later, Cosenza remapped the global use of social networks.

Like his previous effort, Vincenzo’s new maps were based on Alexa & Google Trends for Websites traffic data.

Among the trends the earlier exercise identified were Facebook‘s near-colonization of Europe and its 200 millions users; the status of China’s QQ as the largest social network in the world, with 300 million users; and MySpace‘s loss of leadership everywhere except in Guam. Leer más “Facebook Expands at the Cost of Local Social Networks”

Google Looks To Hire “Social” Chief

Google’s track record in terms of social media is not pretty. Consider the facts: Orkut never caught on in the U.S., Lively was killed after about six months, and so far, Buzz hasn’t done much besides make people freak out. Still, Google’s reportedly forging ahead by looking to hire a “Head of Social.”

GoogleLiz Gannes obtained a recruiting letter describing this position, and Google was at least realistic in terms of expectations. Part of the letter acknowledged, “This is a new and very strategic position, as Google knows it is late on this front and is appropriately humble about it.”


Company acknowledges problems, but wants to “tackle social”

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Google‘s track record in terms of social media is not pretty.  Consider the facts: Orkut never caught on in the U.S., Lively was killed after about six months, and so far, Buzz hasn’t done much besides make people freak out.  Still, Google’s reportedly forging ahead by looking to hire a “Head of Social.”

GoogleLiz Gannes obtained a recruiting letter describing this position, and Google was at least realistic in terms of expectations.  Part of the letter acknowledged, “This is a new and very strategic position, as Google knows it is late on this front and is appropriately humble about it.” Leer más “Google Looks To Hire “Social” Chief”