The knowledge of the smes in Xalapa (México) about the community manager

This article presents findings from a research project entitled “Evaluation of the Community Manager in the Digital Marketing Practices of Small and Medium-Sized Businesses in Xalapa, Veracruz.” Drawing on theories of digital marketing and the role of community managers by authors such as Manuel Moreno, Gary Armstrong and Philip Kotler, it describes the methodology used in a survey applied to people in ownership, administrative, and human resources positions in businesses in the city of Xalapa, and goes on to analyze the results of this project.