The role of online marketing is so decisive for brands that investment figures in online advertising skyrocket, while, in parallel, their opening to the social media environment continues to proliferate without stopping.

However, studies confirm that consumers feel a lack of attention to their needs by brands in social networks, so it is essential to define the qualities that should have any new leader or representative of a corporate identity in the environment of Social Media.

Analyzed from the SWOT point of view of the platform, we find that one of the most powerful weaknesses that underlie social networks are found in community leaders and therefore in opinion that, not only do they not promote constant quality or they do not exercise active listening, but are unable to consider criticisms and suggestions as a way to improve and interact face to face with their target group

Of course, nobody likes to be told what is wrong, but there is no doubt that, well looked at, it is an opportunity that consumers give to brands.

Users are also consumers, so they need leaders who are more committed to their objectives and functions, but also seek professionals capable of combining the virtues of the laws of the universe with the precepts of coaching and motivation as a way of life and with the pragmatism inherent in the analysis of the variables. This combination will provide the necessary balance to become new leaders, the philosophical stones of consumption trends, of the booming businesses, of the prosperous brands, but also of the small entrepreneur or the SME.

The new opinion leaders are those people who are responsible for being the business card of a brand, but always without losing sight of the interests and needs of the users they represent.

Only with quality is quality achieved by the community managers, the new opinion leaders must be very aware that it is on them that the success of an online marketing strategy depends and, therefore, the consolidation of the brand and the increase of online reputation, essential variables to be successful in online business.

Only by achieving that the satisfaction of the users through the brand is so powerful that they themselves collaborate with its dissemination and propagation, we can say that we have an efficient and effective opinion leader.

In conclusion, within the new leadership lies the idea of ​​impartiality, objectivity, commitment to quality, active participation, recognition for the quality of the competition, openness to new business areas, without forgetting the analysis of the SEO variables, the identification of the segmentation inherent to the traffic figures and the specific niche of the markets targeted by an online marketing strategy, all of them necessary and essential qualities for the new leaders in the new model and in the networks social.