Community Managers: An Overview

Online communities are unique. They can be vibrant hubs of interaction. People with similar passions can come together to share their ideas and experiences. But it takes work for these communities to thrive and feel safe. 

Enter the community manager. 

Community managers are the champions responsible for nurturing engagement, cultivating relationships, and upholding the authenticity of online communities. Defining the role of a community manager within your marketing team is crucial.

While community management may not always be a walk in the park, it undeniably brings significant value to both brands and their devoted followers.

Therefore, it's high time to outline, explore, and, yes, applaud the essential role of a community manager. Let's get to it.

What is a Community Manager?

A community manager is the custodian of a brand's online presence, the "digital caretaker," if you will. Their primary responsibility involves nurturing and curating communities centered around a brand, product, or cause. They are akin to exceptional party hosts, strategically ensuring everyone has a great time.

While you might be primarily interested in community management for platforms like Facebook, Instagram, or Twitter/X, it's essential to recognize that online communities can thrive on forums or blogs. Wherever your fan community congregates online, a proficient community manager comprehends their interests, engages with members, and safeguards the community's positive and productive atmosphere. 

In essence, community managers are the guardians of the community's vibe.

Responsibilities of a Community Manager

A community manager's duties encompass a spectrum of tasks. These include:

• Prompt responses to comments and direct messages on social media.
• Informative replies to questions and deliver customer support.
• Proactively nurturing a sense of community on social media platforms, achieved through crafting engaging content that prompts conversations, organizing contests, or generating other interactive content.

The ultimate goal is to enhance the engagement rate and customer loyalty, a mission with significant responsibility.

On the less glamorous side, community managers also handle the moderation of discussions and address any issues or disruptive individuals—always politely and professionally that aligns with the brand's values.

Community Manager vs. Social Media Manager

Community and social media managers collaborate closely to optimize a brand's social media presence, but their focus areas differ substantially.

A community manager concentrates on building relationships within online communities. They curate, create, and moderate content with the specific intent of engaging followers. Community managers answer inquiries, review comments and direct messages, and address issues to maintain a vibrant and ideally harmonious community.

Conversely, a social media manager primarily focuses on executing the overall content plan. Their responsibilities include crafting and scheduling posts, running advertisements, and analyzing metrics to enhance brand awareness across social platforms.

Critical Skills for Community Managers

Successful community managers possess a diverse set of skills, including:

Effective Communication

Exceptional communication skills, both in responsiveness and tone, are crucial for connecting with the community and conveying the brand's voice and values. Furthermore, communicating effectively with the internal team about online happenings is essential.

Problem-Solving

The role of a community manager entails addressing issues and conflicts efficiently. Being adept at navigating unexpected situations with grace and professionalism while finding solutions that satisfy community members and align with the brand's values is vital.

Empathy

A good community manager demonstrates patience and kindness, fostering a welcoming and attentive environment for followers. Understanding community members' needs, concerns, and emotions is pivotal for building trust and rapport.

Moderation

Effective moderation ensures that a comments section doesn't devolve into a toxic environment. Community managers must enforce guidelines and policies to maintain welcoming and secure online spaces.

Analysis

Analytical thinking is essential for successful community management. Community managers should be able to analyze engagement metrics thoughtfully, often leveraging tools like Hootsuite Analytics to refine strategies and measure their impact.

the job description

While a community manager's job description can differ from company size and industry, everyday responsibilities typically include several requirements, such as:

• Developing and executing community engagement strategies.
• Moderating discussions and content.
• Responding to community inquiries and feedback.
• Collaborating with marketing and support teams.
• Analyzing data to evaluate community engagement.

Community Manager Salary

The salary for a community manager can vary based on location, work experience, and industry. According to Glassdoor, in the United States, entry-level community managers can earn annual salaries ranging from $47,000 to $88,000.

Experienced professionals or those working for larger companies may command even higher salaries, with some online community managers on Glassdoor reporting annual incomes of up to $115,000.

Community Managers: Looking to the Future

We stand at an exciting juncture in internet history as AI technology is increasingly available. Advancements in automation may shape the future of community management. AI-powered chatbots could provide richer, multi-platform customer support that transcends answering frequently asked questions. 

However, even as AI technology advances, a human touch will likely remain indispensable for high-quality community management. Regardless of how convincing AI becomes, fostering genuine connections and resolving complex issues within your (human!) community will always require a human touch.

In other words, we'll still need community managers to fill this vital-yet-overlooked role.