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Various alternative forms of communication have emerged, such as community radio, radio podcasts, publications in networks, and press releases. These tools have served communities of eastern and southwestern Antioquia and the organizations COA and MOVETE, to sustain their causes over time, make the communicative task massive, and extend an invitation to more people to take action in favor of the defense of the territory. This has the advantage that popular communication strategies allow many stakeholders to become not only consumers and receivers of the information that other people produce, but also creators and transmitters of their own information, which emerges from the dynamics of their daily lives, by helping to reduce the communication gap between mass media and the excluded communities. [ABSTRACT FROM AUTHOR]

Within journalism, social media has become a vehicle of communication that keeps the audience up to date regarding the content they publish. To manage this relationship, the figure of the community manager, a professional directly linked to studies of Information Sciences, is indispensable, especially in Journalism and Advertising. A qualitative methodology is used on the basis of Grounded Theory in 13 telephone interviews with Spanish media community managers. The data were later treated and coded with the analysis tool Atlas.ti version 8.4.3. Journalistic community managers have quite varied functions and are in constant evolution. The perception that the quality of content published on social media has more weight than results (in the form of clicks and interactions) prevails in an environment where information is consumed at high speed, and where competence is more difficult to discern. Journalism does not have to turn to social media only as simple intermediaries for official websites; it must build up a community of users interested in the media and the current topics being disseminated. Despite communicative noise, digital platforms are perceived as positive and as an effective tool for the medium, keeping the audience informed through the community manager's daily management as the voice of the medium. [ABSTRACT FROM AUTHOR]