Over the past years, the role of digital and social media has accelerated to the point of becoming essential in every marketing strategy. Naturally, the community manager has become an indispensable function in marketing and communications teams. We explain what a CM's daily tasks are and the qualities needed to find that rare gem.
A true jack-of-all-trades, the community manager is the person responsible for managing online communities, mainly on social media.
Every day, the community manager (CM) must juggle a large number of very different tasks:
It is therefore a complete profile that must be capable of managing both the creative side – with content creation – and the analytical side (reporting and operational platform management), not forgetting the strategic aspect to ultimately build a strong brand image and gain visibility.
One of the first objectives is to make your brand visible on the right social media platforms. To do this, the CM must first identify the digital journey of their persona and ask themselves on which platforms they need to communicate to reach them. Once they have identified the most relevant platforms (Facebook, Instagram, LinkedIn and TikTok are the most well-known), the CM must understand their codes and define a strategy to launch their brand and create a community on each social network.
Content creation has become the essential part on social media to gain visibility and engagement. Therefore, it is one of the main responsibilities of the CM on a daily basis. The challenge is twofold; the CM must identify relevant topics to showcase their brand, all from a creative angle to appeal to their different communities, while respecting the codes of each social media platform. It is the insight coupled with understanding the needs of their community, as well as creativity that will make the difference in highlighting the strengths of their brand.
Throughout the content creation process, the CM must always keep in mind at what stage of the purchase funnel their persona is located. Content is not approached the same way if prospects are in the discovery phase of the product/service, consideration phase, or conversion phase. The choices for the design of a post are numerous (text, visuals, videos, motions, illustrations...) and the CM must consider all options based on historical results and the format most likely to perform depending on the chosen topic.
Social media has allowed brands to be in direct contact with their communities, customers or prospects. This connection and engagement is one of the daily responsibilities of the CM. Moderation of comments on social media is indeed one of their first tasks. This allows them to take the pulse of their community and gather interesting feedback on the product or service.
Moderation is at the heart of user experience and enables building strong connections with communities.
The community manager is an essential function for building a strong brand and visibility on social media. It is a true jack-of-all-trades profile capable of deploying very diverse skills and demonstrating great agility and listening ability.
It is also a highly sought-after profession and good candidates are difficult to find or convince. If you are struggling to find that rare gem, an alternative solution is to outsource community management to a specialized social media agency. If you find yourself in this situation, look no further, you are in the right place at socialsky.
