{"id":10555,"date":"2025-07-15T08:00:00","date_gmt":"2025-07-15T06:00:00","guid":{"rendered":"https:\/\/sintesi.cat\/de-ceo-a-community-builder\/"},"modified":"2025-07-15T07:40:12","modified_gmt":"2025-07-15T05:40:12","slug":"de-ceo-a-community-builder","status":"publish","type":"post","link":"https:\/\/sintesi.cat\/es\/de-ceo-a-community-builder\/","title":{"rendered":"De CEO a &#8216;community builder&#8217;"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Hoy, los l\u00edderes corporativos no solo gestionan equipos y negocios: lideran relatos, valores y conversaciones que transmiten la autenticidad de las empresas.<br><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Hace tiempo que la comunicaci\u00f3n no es una funci\u00f3n exclusiva de los departamentos de comunicaci\u00f3n o m\u00e1rquetin. La voz del l\u00edder, y especialmente del CEO, es una extensi\u00f3n natural de la cultura de la empresa.<br><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Cuando el CEO comunica de forma estrat\u00e9gica y humana se convierte en un activo reputacional para su organizaci\u00f3n.<br><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">No solo refuerza la confianza interna y la alineaci\u00f3n de los equipos, sino que tambi\u00e9n contribuye a construir una marca corporativa con rostro y prop\u00f3sito. Y si bien esto puede parecer un reto, hay ejemplos que muestran c\u00f3mo hacerlo bien desde la autenticidad.<\/p>\n\n\n<p><strong>1. Paula Babiano (<a href=\"https:\/\/www.instagram.com\/paulababiano\/\">@paulababiano<\/a> en Instagram)<\/strong><\/p>\n\n\n<p class=\"wp-block-paragraph\">Exabogada, Babiano decidi\u00f3 dar un giro radical a su trayectoria profesional para fundar una empresa de pasteles artesanos a domicilio. Lo que empez\u00f3 como un proyecto casero ha crecido hasta convertirse en una marca con cinco tiendas f\u00edsicas.<br><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Su comunicaci\u00f3n en Instagram refleja muy bien este esp\u00edritu emprendedor, emocional y cercano, con un enfoque muy cuidado de la marca personal, del relato y del posicionamiento de la empresa.<br><\/p>\n\n\n<p><b>Buena pr\u00e1ctica:<\/b> define claramente el <i>qu\u00e9<\/i>, el <i>qui\u00e9n<\/i> y el <i>c\u00f3mo<\/i> de la comunicaci\u00f3n. Babiano tiene claro qu\u00e9 quiere transmitir, a qui\u00e9n se dirige y con qu\u00e9 tono: visual, refinado, inspirador y aspiracional. Esto le ha permitido crear una comunidad fiel y una identidad digital s\u00f3lida.<\/p>\n\n\n<p class=\"wp-block-paragraph\"><strong>2. Rosa Mar\u00eda Carabel (<a href=\"https:\/\/www.linkedin.com\/in\/rosa-maria-carabel-di-paola\/\">LinkedIn<\/a>)<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Top Voice de LinkedIn, Carabel representa el liderazgo empresarial s\u00f3lido que apuesta por una comunicaci\u00f3n de valor. Su presencia en LinkedIn no es meramente institucional, sino que comparte reflexiones sobre liderazgo, sostenibilidad, innovaci\u00f3n y el compromiso con el territorio. Este enfoque humaniza una gran marca como Eroski y acerca su estrategia a clientes, proveedores y trabajadores.<\/p>\n\n\n<p><b>Buena pr\u00e1ctica:<\/b> ofrece contenidos relevantes y alineados con los valores de la organizaci\u00f3n. Carabel genera conversaci\u00f3n, posiciona temas clave y proyecta un liderazgo que no solo dirige, sino que inspira. Adem\u00e1s, ampl\u00eda el foco de conversaci\u00f3n mucho m\u00e1s all\u00e1 de lo que ser\u00eda propio en la gran distribuci\u00f3n.<\/p>\n\n<p><strong>3. Roger Bettosini (<a href=\"https:\/\/www.tiktok.com\/@99cheesecake\">@99cheesecake<\/a> en TikTok)<\/strong><\/p>\n\n\n<p class=\"wp-block-paragraph\">Con tan solo 22 a\u00f1os, ya vende m\u00e1s de 3.000 porciones de pastel de queso cada d\u00eda. Tiene un estilo informal, fresco y muy cercano. Bettosini es el ejemplo de CEO emergente que ha entendido c\u00f3mo hacer uso de las redes para amplificar su proyecto empresarial y conectar directamente con la comunidad.<\/p>\n\n\n<p>A trav\u00e9s de TikTok, Reels y contenido \u00e1gil, muestra el d\u00eda a d\u00eda de la empresa, el proceso creativo y el <i>backstage<\/i>, generando una relaci\u00f3n emocional con los seguidores y clientes potenciales, a los que implica en decisiones de la empresa, como qu\u00e9 sabores nuevos comercializar o bien d\u00f3nde abrir nuevos locales.<\/p>\n\n<p><b>Buena pr\u00e1ctica:<\/b> muestra el <i>detr\u00e1s de las c\u00e1maras<\/i> del negocio. Esta autenticidad genera confianza, acerca la marca y fomenta una comunidad digital comprometida.<\/p>\n\n\n<p class=\"wp-block-paragraph\">En este contexto, \u00bfcu\u00e1l debe ser el rol de los departamentos de comunicaci\u00f3n? \u00bfPueden promocionar la comunicaci\u00f3n digital de sus directores generales y fundadores? \u00bfDeben asumir el papel del l\u00edder cuando este \u201cno tiene tiempo\u201d para publicar en redes? \u00bfDeben incentivar que otros profesionales de la organizaci\u00f3n tambi\u00e9n comuniquen activamente? \u00bfHay que establecer normas o es mejor dejarlo en manos del sentido com\u00fan y autenticidad de qui\u00e9n comunica?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Respondamos lo que respondamos, lo que est\u00e1 claro es el c\u00f3mo: se debe comunicar desde la autenticidad sin perder de vista el factor estrat\u00e9gico de la comunicaci\u00f3n [digital].<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Hoy, los l\u00edderes corporativos no solo gestionan equipos y negocios: lideran relatos, valores y conversaciones que transmiten la autenticidad de las empresas. Hace tiempo que la comunicaci\u00f3n no es una funci\u00f3n exclusiva de los departamentos de comunicaci\u00f3n o m\u00e1rquetin. La voz del l\u00edder, y especialmente del CEO, es una extensi\u00f3n natural de la cultura de [&hellip;]<\/p>\n","protected":false},"author":18,"featured_media":6478,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_et_pb_use_builder":"off","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[873,20,14],"tags":[962,989,988],"class_list":["post-10555","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog-es","category-comunicacion","category-general-es","tag-buenas-practicas-es","tag-ceo-es","tag-community-builder-es"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>De CEO a &#039;community builder&#039; - S\u00edntesi<\/title>\n<meta name=\"description\" content=\"Hoy, los l\u00edderes corporativos no solo gestionan equipos y negocios: lideran relatos que transmiten la autenticidad de las empresas.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/sintesi.cat\/es\/de-ceo-a-community-builder\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"De CEO a &#039;community builder&#039; - 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