For companies and users to connect and engage, there is usually an important figure that operates behind the scenes to ensure things go smoothly, that is the "Community Manager". I said behind the scenes because most times what people get to see are the results only and not the efforts a community manager has put in which has played a vital role in fostering that company's loyalty, driving engagement and shaping their online reputation.
A lot of people confuse Community Management with Social Media Management. Well, we could say that social media management is just one aspect of community management, not the whole picture. The role of a Community Manager goes way beyond posting content on social media. They are the strategic core of the online community, tasked with creating a vibrant environment where users feel appreciated and heard.
The role of Community Managers is essentially the same across different industries, but a company may choose to adjust their role expectations. However, be rest assured that it won't be entirely different from what other Community Managers do.
From my experience, here are some of the duties that a Community Manager must carry out in an organisation:
Become intermediaries between the company and it's Users: Effective communication is crucial. The community manager serves as a bridge between a company and its user base. They convert brand messages into content that users can relate to, and they also communicate user feedback and concerns back to the organisation.
Address conflict in the community: They are also conflict resolution experts, addressing disagreements respectfully and ensuring a safe and inclusive online environment for all community members.
Provide customer service: The community manager is usually the first person customers reach out to with questions or problems. They help quickly, solve issues, and get help when needed.
Become brand advocates: Community Managers also serve as brand ambassadors, promoting the brand's values and mission within and outside the community.
Content Creator: Trust me, it is definitely not the "Esther was black and broke" challenge on Tiktok or it can be, depending on how you look at it. All I am trying to say is that community managers do more than just post content. They carefully research and curate high-quality posts that connect with the audience, ensuring the conversation keeps going smoothly and most importantly still aligns with the company's objectives.
Social Butterfly: OMG, I can't stress this enough! Community Managers need to be social butterflies. Even if they're not naturally social, they can learn. Being social helps them chat better with their community and makes it easier for members to share concerns without worrying about being judged or ignored. Community Managers also actively participate in social media conversations, responding to comments, mentions, and messages. Imagine Bella, a community manager for a design company (Figma). She will be required to answer user questions about Figma on all platforms, design as a whole, events, community membership, referrals, recommendations, celebrate milestones, and even share design tips or resources.
Data Analyst: In as much as Data Analysis is a career path in itself, Community Managers should pick up the skill of tracking important metrics to gauge the well-being and expansion of their community. This skill will help them to know how to best utilize data in shaping upcoming strategies for their community.
Event Planner: Once you accept the the Community Management role, just add Event Planning to it because as a community manager, one of your responsibilities will be to host events. Whether online or offline, you will be required to plan and execute events that bring members together and strengthen connections.
Cheerleader and Motivator: You know how cheerleading works, right? One thing people often overlook about cheerleaders is that even when they might be feeling down or dealing with personal issues, when it's time to cheer, they put on their best smile and energize the crowd. I'm not suggesting that you lead a community when you're feeling low. There are different ways to handle this. As a Community Manager, it's important to learn how to celebrate successes, acknowledge member contributions, and maintain a positive and enthusiastic environment at all times. You can't afford to lose community members because you are not in your best mood. You'll also find yourself being a motivator on many occasions. People naturally see community managers as counselors, and in a sense, you are, so you should always be prepared to listen, offer guidance, and provide support.
This and many more are the tasks a Community Manager usually handles in most companies. In simple terms, wearing multiple hats is just part of a Community Manager's everyday life.
Look at community managers as the glue that holds online communities together. They are the strategists, the communicators, the customer service representatives, and the brand advocates – all rolled into one. By understanding their diverse duties, we can appreciate the vital role they play in building thriving online ecosystems and reducing a company's customer acquisition cost.
If you are a Community Manager reading this, are there things you do in your community that hasn't been listed here? I would love to hear you in the comments. Hopefully I am able to open source these articles in the nearest future so that all community managers can contribute to them. Anyways Ciao Amigos!
Till I write to you again, xoxo Lady Bella 💞