Topic 3 The figure of the Community Manager: Storytelling techniques, influencer marketing, and mobile usage


Community Manager is a professional in charge of managing, building, and administering the online presence of a brand, company, or community on social networks. Its main function is to establish and maintain effective communication with users and followers, encouraging participation and generating a sense of community around the brand. Some of its tasks are the creation and maintenance of relevant and attractive content, the management of social media accounts, interaction with followers, monitoring of online reputation, analysis of metrics, and development of strategies to improve the presence and impact of the brand in social networks.

Below we will analyze three (3) of the techniques most used by Community managers:


Storytelling is a communication technique that consists of telling a story in a persuasive and captivating way to convey a message or generate an emotional connection with the public. It is based on narrative and is used in various contexts, such as marketing, advertising, film, literature, and business presentations, among others.

Storytelling uses elements such as characters, plots, conflicts, and emotions to create an immersive and memorable experience. When telling a story, you seek to capture the attention of the public, maintain their interest, and achieve a desired response, such as generating empathy, inspiring action, or promoting a product or service.

Some examples of the use of storytelling by brands can be the following:

Coca-Cola: The brand has used storytelling in many of its campaigns. One example is the “Happiness Machine” ad, which shows a Coca-Cola vending machine that delivers surprises and happiness to the people who interact with it. The goal is to convey the message that Coca-Cola can generate moments of joy and connection between people.

Apple: The Apple company is known for its ability to use storytelling in its campaigns. In their “Think Different” ad, they tell the story of iconic people like Albert Einstein, Martin Luther King Jr. and Steve Jobs, highlighting their creativity and innovative spirit. The purpose is to associate the brand with values such as originality and disruptive thinking.


Influencer marketing is a strategy in which brands collaborate with social media influencers to promote their products or services. These influencers, who can be bloggers, YouTubers, Instagrammers, or other popular figures on social media, have a large following and have the trust and credibility of their audience. 

Influencer marketing is based on leveraging the influence and reach of these individuals to reach a specific audience in a more authentic and personalized way. Through collaborations, reviews, mentions or sponsored posts, brands seek to generate visibility, increase brand awareness, drive sales, and create an emotional connection with consumers.

Below are some examples of influencer marketing:

H&M and Chiara Ferragni: Fashion brand H&M has collaborated with influential fashion blogger Chiara Ferragni on several occasions. Ferragni has promoted capsule collections and attended brand events. His wide fan base and personal style have helped H&M reach a younger audience and generate greater interest in its products.

Red Bull and extreme athletes: Red Bull has pioneered influencer marketing, partnering with extreme athletes such as Felix Baumgartner, who made a jump from the stratosphere, and Shaun White, Olympic snowboard medalist. These collaborations have helped position Red Bull as a brand of energy and adventure, resonating with its target audience.


Mobile usage refers to the time and frequency with which people use their smartphones and tablets to access the internet, consume digital content, interact on social media, make online purchases, and carry out various online activities. Investing in market research that monitors the amount of time users access our brand resources can be especially interesting to ensure the success of the content developed.

Here are some examples of mobile usage:

Mobile web browsing: More and more people are using their mobile devices to access the internet and search for information online. From checking news and blogs to researching products and services, mobile web browsing has become a common activity in everyday life.

Online shopping: Mobile commerce has gained significant ground in recent years. More and more people are using their mobile devices to make online purchases, whether through e-commerce apps or mobile-optimized websites. This has led to an increase in the convenience and accessibility of online shopping.

Source: Freepik