Digital communication and community management

Authors

Jorge Renato Cabezas Ramos
Universidad Estatal de Bolívar, Campus Académico “Alpachaca” Av. Ernesto Che Guevara s/n y Av. Gabriel Secaira, Guaranda, Ecuador
https://orcid.org/0000-0002-4089-0912
Washington Oswaldo Dután
Universidad Estatal Península de Santa Elena, UPSE
https://orcid.org/0000-0002-2745-6599
Jhoselyn Deyalit Guarnizo Ordóñez
Universidad Estatal de Bolívar, Campus Académico “Alpachaca” Av. Ernesto Che Guevara s/n y Av. Gabriel Secaira, Guaranda, Ecuador
https://orcid.org/0009-0004-5027-6061

Synopsis

This chapter analyzes the evolution of community management within the context of contemporary digital communication, with an emphasis on its integration into transmedia branding strategies. It presents a theoretical and methodological review to understand the strategic role of the community manager as a mediator between brands, audiences, and platforms. Through a qualitative and comparative approach, the chapter examines case studies that illustrate the best practices in digital community management. It highlights the use of participatory narratives, emerging technologies, and monitoring tools. The findings reveal a progressive sophistication of the role, which now goes beyond social media administration to include data analysis, digital reputation building, and crisis management. The discussion addresses ethical challenges that arise in interactions with diverse communities and reflects on the future of community management considering artificial intelligence, content personalization, and hyperconnectivity. The chapter concludes with practical recommendations for comprehensive management that are sensitive to the socio-technical environment and aligned with institutional communication goals.

Author Biographies

Jorge Renato Cabezas Ramos, Universidad Estatal de Bolívar, Campus Académico “Alpachaca” Av. Ernesto Che Guevara s/n y Av. Gabriel Secaira, Guaranda, Ecuador

Jorge Renato Cabezas Ramos is a graphic designer and holds a Master’s in Educational Informatics. He has a solid background as a university professor and specialist in advertising, 2D and 3D animation, photography, and multimedia development. He has worked in media, graphic companies, and universities such as ESPOCH, UNACH, and UEB. He has also led research projects, community outreach initiatives, and brand identity consulting. Currently pursuing a doctorate in Education, he brings over 20 years of professional experience.

Washington Oswaldo Dután, Universidad Estatal Península de Santa Elena, UPSE

Washington Oswaldo Dután is a professor and researcher at Universidad Estatal Península de Santa Elena, UPSE. He holds a degree in Social Communication and a Master’s in Digital Journalism and Multimedia Project Management. He has trained professionals in media accountability, CPCCS, and frequency competitions, ARCOTEL. He has served as Executive Secretary of ACTVE since 2015 and was National Secretary of AER, 2010–2015. He was also Administrative Director of RTU in Guayaquil. Since 2022, he has been a professor in the Communication and Digital Audiences program at UPSE. His publications focus on critical thinking, educational quality, and media credibility.

Jhoselyn Deyalit Guarnizo Ordóñez, Universidad Estatal de Bolívar, Campus Académico “Alpachaca” Av. Ernesto Che Guevara s/n y Av. Gabriel Secaira, Guaranda, Ecuador

Jhoselyn Deyalit Guarnizo Ordóñez is a researcher affiliated with Universidad Estatal de Bolívar, actively engaged in scientific research and academic outreach. She has coauthored scholarly articles published in journals such as Bionatura, contributing to discussions on contemporary issues. Through the university’s Vice-Rectorate for Research and Outreach, she has participated in knowledge production and academic collaboration. Her postgraduate work reflects a strong commitment to critical analysis and regional development. Her academic profile highlights her potential as a researcher dedicated to advancing scientific knowledge with a local and interdisciplinary perspective.

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Published

July 14, 2025

Online ISSN

3103-117X

How to Cite

Digital communication and community management. (2025). In Digital Communication Strategies and Transmedia Branding: Vol. V1(1) (p. 19). Editorial Unión Científica. https://doi.org/10.63804/mtc.1.1.3