Community Managers operate, regulate, and engage with the company’s online community in order to build and increase brand awareness and loyalty. These professionals act as the company’s face and create and curate all the content shared on social media platforms (e.g. Facebook, Twitter, LinkedIn, Instagram, and Snapchat) and corporate blogs.
Community Managers stand as relationship builders since they interact and engage with customers and key members within the community. A Community Manager can also be referred to as a Social Media Manager. However, the latter is usually more specialized in social media analytics and strategic planning. In this regard, Social Media Managers analyze a brand’s online presence, discuss their observations with other departments, and make recommendations to help improve online communications. On the other hand, as their title implies, Community Managers are more community-oriented, meaning they will be more focused on answering customers’ comments, questions, and complaints, as well as creating relationships between existing and prospective followers, usually acting in accordance with strategies and procedures created by the Social Media Manager.
Both roles have overlapping responsibilities in providing customer service and interacting with followers, but each position attends to different goals; while Community Managers try to create engagement and brand awareness, Social Media Managers dedicate their efforts to growing the brand’s reach and the number of followers.
Here’s a non-exhaustive list of common tasksCommunity Managers are required to complete.
- Contributing to the development of the company’s online marketing and outreach strategies:
- Ensuring that the content shared is in line with planned strategies, organizational guidelines, as well as with the pre-established voice and personality of the brand;
- increasing online presence on social media platforms;
- monitoring competitors’ online activity to measure their impact and influence;
- liaising with the product development, Sales, Marketing, and Advertising departments to stay updated on new products and features; and
- gathering and forwarding customer feedback to appropriate parties.
- Managing the company’s social media accounts:
- Developing and maintaining a social media content calendar, highlighting important dates to consider for content generation, and ensuring content is relevant, engaging, and posted on a regular basis;
- researching and analyzing the target audience, as well as its habits and preferences;
- creating, tailoring, and monetizing posts in the different social platforms relying on the target audience’s preferences and interests in order to gain empathy;
- teaming up with Graphic Designers in the creation of visual content (e.g. pictures and video) to be shared throughout social networks; and
- planning and executing social media and communication campaigns.
- Fostering a sense of community around the brand by building relationships with the community:
- Stimulating engagement by interacting with fans and followers;
- monitoring key online conversations and events to ensure the company’s effective participation and representation;
- measuring the interaction level with the community;
- answering questions, comments, and customer queries in a timely manner, getting information from other departments when required; and
- identifying influencers in the industry, seeking for partnerships and collaboration opportunities.
- Monitoring the success of campaigns and analyzing community and social media data:
- Preparing detailed weekly and monthly reports on social media activity;
- monitoring every company’s profile and registering the increase or decrease in the follower volume; and
- tracking users’ interactions, such as likes, comments, and shares by employing analytic tools.
- Driving traffic to the company’s website and blog in order to increase brand awareness:
- Publishing relevant content, such as blog entries, on a regular basis;
- updating the website pages in order to ensure the most current information is displayed; and
- ensuring a good liaison between the website, blog, and social media platforms.
- Staying up-to-date on social media tools and best practices.
- Creating relevant and engaging content.
- Gathering customer feedback and ensuring their needs are taken care of by the appropriate department.
- Monitoring and reporting social network activity.
The average Community Manager salary is $63,856 per year or $33 per hour. This is around 1.9 times more than the Median wage of the country. Entry level positions start at $45,000 while most experienced workers make up to $89,000. These results are based on 86 salaries extracted from job descriptions.
- Outstanding creativity to produce engaging, original, and attractive content.
- Outstanding interpersonal and communication skills:
- Communicating clearly, especially in writing, in order to build trust and cultivate relationships with the company’s online community;
- having impeccable grammar and spelling skills;
- displaying strong customer service skills in order to anticipate customers’ needs so as to create customized strategies to interact with them;
- having a friendly and engaging personality in order to create positive interactions with the followers;
- listening carefully and understanding customers’ questions and complaints in order to be able to help them;
- being able to remain calm when interacting with followers who are upset or angry; and
- being a demonstrated team player.
- Exceptional organizational and time management skills:
- Prioritizing and planning work activities as to use time effectively while managing a high volume, diverse workload;
- multitasking; being able to work both independently and as part of a team in a fast-paced environment;
- being versatile, flexible, and willing to work within constantly changing priorities;
- being able to learn and adapt quickly, while facing continuously changing demands; and
- being able to prioritize tasks and responsibilities accordingly.
- Analytical and problem-solving skills:
- Effectively reading and interpreting product information; and
- identifying issues and resolving problems in a timely manner using creativity and good judgment.
- Outstanding computer skills:
- Being highly proficient in Microsoft Suite, spreadsheet, and photo editing software, as well as social media management tools.
Aside from the skills listed above, Community Managers need to have a thorough knowledge and understanding of community metrics and analytics, search engine optimization (SEO) techniques, as well as a demonstrated ability to interpret website traffic.
Community Managers are normally required to have completed a bachelor’s degree in Marketing, Communications, or to have obtained an equivalent degree. A background in social media and previous experience dealing with customers are definite assets. Most Community Managers are usually required to have earned up to 3 years of content management and creative content publishing experience.
Finally, a Community Manager’s working schedule usually goes beyond regular hours, including evenings and weekends, because these individuals have to be available at all times to engage with the audience and answer their questions and complaints.