The absence of a trademark in these communities is like saying to a consumer: thank you, but do not want to know your opinion of me. The figure of the community manager, roles and responsibilities the conception itself of what is a Community Manager is not yet clear, and from different perspectives, that can be considered complementary, split the definitions that have been given to date. However, it is taken into account that it is a concept that is still evolving. Davinia Suarez, Rapporteur of the first National Conference of community leaders (Spain, 2010) and community manager of the Spanish newspaper La Provincia says that a community manager is above all a facilitator of communities and the eyes and ears of the company on the Internet, should know to create affective links and humanize the brand to reach the users/consumers, but must also be attentive to that other (users or competition) does not destroy the brand image or the prestige of the organization. Connie Bensen (United States, 2008), strategist for communities, said that the community Manager externally, is the voice of the company, and internally, the voice of the customer. The value lies in acting as a hub, and have the ability to connect personally with customers (humanizing the company), and provide feedback or feedback to many internal departments (development, public relations, marketing, service desk, technical support, etc).
AERCO (Spain, 2009) defines it as a responsible or responsible person of sustain, enhance and, in some ways, defending the company’s relations with its customers in the digital realm, thanks to the knowledge of the needs and the strategic approaches of the Organization and the interests of customers. A person who knows the goals and act accordingly to achieve them..