This year we have had the pleasure of having Guillermo Frutos as a teacher of the ‘Community Management’ class at the Madrid campus. Guillermo has an impressive track record in social media and is now the Head of the department at Cheil<\/a>, a top digital consulting and solutions agency owned by Samsung.<\/p>\n Within the multi-functional tool that social networks are for any company, club, or organisation – and even more so in the sports sector – Guillermo specialises students in the work of creating and nurturing online communities.<\/p>\n As Guillermo tells us, the sports sector is different from the rest because its followers are characterised by their passion and loyalty – and relationships with fans and supporters have to be cultivated, both physically and digitally.<\/p>\n Here’s the complete interview:<\/p>\n