I haven’t written a new post in a few months because, as some of my social media followers may know, I recently experienced an exciting career change. As you might also know, the first few months at a new job is a supremely busy, exciting, and learning-intensive time. I’m super grateful and stoked about my new gig, which is Community Manager for the cool software company Articulate. Another thing I’m grateful for are my awesome blog subscribers, so here I am, adding some fresh content for you guys!
I like to relate my blog to my real-life learning experiences, so I thought it would be fitting to write a post about what it is that a community manager (CM) does. I’ve had to explain it to a lot of people lately because when I tell someone I’m a community manager, the typical response is “What’s that?”. It’s a relatively new job title, and it’s one that can vary greatly across organizations. The one thing that is consistent across the board is that community managers tend to wear a lot of hats! I’ve decided to compile a list of general duties that are carried out by CMs:
Act as the public face of a community or organization
The community manager is often times the “public face of the company”, so it helps to be like-able, down-to-earth and friendly person. The CM should instill trust in community members and gives them insight into the organizations’ personality. The “personal touch” provided by the community manager sets a company apart and gives community members a person they can reach out to and engage with, which makes them feel special and connected. As the face of the company, the community manager should always maintain a professional image, and respond appropriately to both praise and criticisms.
Develop and curate content for various channels
Great communities share great content, and while some of the content may be created by the members themselves, it’s often up to the CM to create high-quality content, as well as curate and organize the content created by others. Content could include social media updates, blog posts, articles, tutorials, webinars, community discussions, podcasts, videos, marketing information, newsletters, website content, and more.
Interact with the community across multiple platforms
One of the key duties of the community manager is to spend time interacting with members, both face-to-face and online. These interactions usually consist of building and strengthening relationships, promoting the community, responding and assisting to community questions and concerns, finding and engaging new community members and keeping current community members interested and satisfied.
Monitor the internet for conversations about the community
The community manager monitors the web for comments or discussions related to their community and responds to inquiries and comments, attempting to create a positive experience and add value to the user experience. In some cases, the CM can re-direct complaints or messages to the appropriate departments for follow-up. By participating in conversations related to their community, community managers can build brand visibility and develop a positive reputation as an expert within their industry.
Respond and assist with questions and inquiries
The community manager will address and resolve any issues related to the features and functionality of the community. Furthermore, the CM is often responsible for customer support – answering questions however they come in (email, social media, telephone) and managing any online feedback forums.
Develop communications and marketing strategies
The community manager may be responsible for creating strategic marketing and communications plans to provide direction for the company’s public-facing communications. To that end, a community manager should have an understanding of what’s possible using various technology platforms and should be able to to educate and integrate these technologies to improve the business and the user experience. Additionally, a community manager works to identify the tools and activities that are most appropriate for communicating key messages to the community.
Analyze and report on social media metrics
The community manager monitors the health of the community by compiling and analyzing metrics about growth and engagement levels. CMs analyze numbers (Is the total number of community members going up? Are the number of social media followers increasing?), but they also do some more subjective analysis (Are the community discussions of high quality? Are the newcomers becoming contributors?) The community manager analyzes these stats to identify trends and exploit opportunities, and finds ways to improve on those metrics through testing and new initiatives.
Plan and attend events on behalf of the organization
One of the roles of the community manager is to attend industry events, conferences, and networking opportunities in various cities. At these events, the community manager’s role is to represent their organization in a professional and personable fashion. The CM may also be tasked with planning meetups, workshops or user groups for members of the community, in order to strengthen interpersonal relationships and get members together.
Engage new customers and community members
One of the signs of a healthy community is to have a lot of “community champions”, in other words, a lot of highly engaged members. The community manager should identify, empower and train potential champions. The CM should reach out to these champions and thank them for their contribution, and should subtly encourage them to take other steps to contribute even more the community. In addition to working with community champions, the CM should identify and target potential new members.
Network and build strong relationships
Whether attending community events or monitoring online conversations, one of the ongoing roles of the CM is to continuously network, in order to build strong relationships that could potentially be of benefit to the community. The CM identifies and develops relationships with key organizations or individuals that fall within the company’s areas of focus and they work to cultivate relationships that impact the organizations’ missions, and develop partnerships that are meaningful and increase community awareness.
There you have it! Those are ten tasks that are commonly carried out by community managers. It’s important to remember that this list varies greatly from one company to the next, depending on the size of the organization and community. If you look at this list and think you have most of these skills or love all of these things, perhaps a job in community management should be in your future!