Andrés Iniesta & Sergio LLull’s Community Manager failed when posting in celebrities accounts

The community Manager is the professional responsible for building and managing the online community around a brand on Internet. Creating, maintaining available and lasting relationships with its customers, its fans, in general any users interested in the brand. In our case the Community Manager we are investigating is the one responsible of the social network of Andrés Iniesta and Sergio Llull. This professional failed when a message that should have been posted to and account was published on another.

The world of social networks of sports has left this Thursday a curious image: Sergio Llull, player of Real Madrid basketball team, has been transformed into Andrés Iniesta by mistake. An important fail of the agency of communication that manages this two Facebook’s accounts. Andrés Iniesta’s message in his Facebook’s profile was surprising everybody, since actually Sergio Llull’s image was appearing, before to coming into the plane that will fly him to Athens to playing in Euroleague against the Olympiacos. “Salimos para Atenas. Nos espera un partido duro en El Pireo pero solo vale la victoria “,said the text of the photo. The publication has been commented around the world became viral causing. Many jokes at Twitter & Facebook. The community manager has realized the mistake 20 minutes later. He was not fast at reacting, but at least it has been done. The worst thing for many is that  Llull has realized of not Iniesta writes his own publications???. But nobody is perfect and that Community Manager can be a profession of risk.

In conclusion, we can say that in communication it is very important to think before speaking to audiences. The impact is enormeous, because “It takes 20 years to built a reputation and five minutes to ruin it. If you think about that, you will do things differently”, as Warren Buffet says.

Albert Calderer 

Jordi Nova


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