“La economía de las comunidades”: el nuevo paradigma según la estratega digital Lina Cáceres

Lina Cáceres, a digital strategist with over 20 years of experience in the entertainment sector, unveils her book The Economy of Communities, offering a fresh perspective on digital success. The author claims that the main challenge of digital transformation lies in shifting from simply amassing followers to developing strong and active digital communities.

As the founder and CEO of Latin World Digital and vice president for digital at Latin World Entertainment, the leading Hispanic talent management and entertainment marketing firm in the U.S., founded by Sofía Vergara, Luis Balaguer, and Melissa Escobar, Cáceres compiles the insights gained throughout her career, focusing on the strategic management of digital communities for entrepreneurs, trendsetters, or professionals.

“I discovered the economy of creators, and there I found a purpose that I cannot let go; I want to know everything and I stay informed,” she asserts.

The Economy of Communities encourages a shift in model: from a focus on influencers to fostering loyal and participatory audiences. Cáceres states, “What these digital platforms, social media, did was democratize content creation. Today we realize that anyone can create, but not everyone can build a community.” According to the author, real value lies in the ability to form authentic and lasting connections beyond the dominant logic of major platforms.

Cáceres is also the author of How to Succeed in the Digital World, a practical guide published in 2020 outlining strategies for brand positioning, audience expansion, and building successful digital careers with testimonials from prominent creators.

Regarding her motivation for writing the book, Cáceres emphasizes the impact of artificial intelligence on professional life and the need for constant adaptation. “Whenever I find a moment to change, I do so. When I published my first book, titled ‘How to Succeed in the Digital World’, I thought it would serve for many years. But now, with all this information about artificial intelligence, I’ve realized it empowers us and strengthens us,” she notes, adding: “We are in a world where constant learning is essential. That’s why a five-year education isn’t ideal; we need to learn every day because it’s changing all of us. Artificial intelligence is a transformative engine of societal change, even in medicine.”

The book introduces the 6 Cs: content, community, collaboration, channels, consistency, and conversion, as a valuable framework for transforming audiences into robust and sustainable digital businesses. Cáceres emphasizes that these tools help maintain active communities capable of adapting to new technologies and trends like Web 3.0, digital clubs, and membership systems. She explains: “It’s about learning to find that niche, to discover that group, and to build a community that will stay loyal to me over time.”

Amid the rise of models such as Web 3.0 and membership clubs, the author highlights opportunities for creators and brands seeking independence and ongoing monetization. “Today we see major brands also becoming content creators,” states Cáceres, who points out the significance of co-ownership and alternative channels to connect directly with audiences.

The Economy of Communities is aimed at those who wish to showcase and enhance their services in the digital space. “This book is for entrepreneurs, for brands, for professionals who want to present their services to the world, like dentists, doctors, lawyers, and media professionals,” Cáceres clarifies, noting that digital platforms act as bridges to the final consumer.

Regarding the role of digital platforms, the author appreciates their usefulness as business tools and reminds us that visibility alone is insufficient for creating lasting enterprises. “Today, social media and technology have created a bridge for communication with the end consumer. Previously we thought it was the end: I want to enter the digital world and succeed, no. Today it’s about using these social networks and this technology as tools to achieve your business goals,” she declares.

Cáceres concludes that the secret lies in forming loyal and committed hubs ready to support brands or creators. According to her, a strong community can significantly enhance the reach and impact of any proposal in the digital realm.