A community manager has proven itself to be valuable to many businesses and community organizations. A good community manager isn’t just “hanging out” on social media all day. Community managers are often the first in line to help engage customers in your business. I believe there are four important parts to a community manager position: growth, engagement, evaluation and improvement.
The role of a community manager is to get people actively involved in your organization through various social media platforms, blog campaigns, and participating in relevant networking events. By connecting the brand with customers, a community manager builds engagement. Community managers frequently evaluate organizations using feedback from customers. With the rapid changes in companies and technologies, improvement is critical with any organization’s community. The community manager should directly follow the evaluation phase with an improvement phase to ensure success.
Although I am currently in a position at a fitness center, I am using another position I hold in a community organization, the Fond du Lac Running Club, for the purpose of this assignment. Currently, I am the Publicity Director for the running club and have the pleasure of monitoring our monthly online newsletter, Fondy Footnotes, as well as our Facebook page. I think my current position is very similar to a community manager position.
Recently, I created a Member Spotlight article for our online newsletter. This creates brand advocates from our existing members in order to help grow our membership base. It is important to grow the community using relevant social media followers. A large number of “followers” are great unless they feel they have no relevance to the community and do not actually follow the organization. I think making personal connections with social media users on a regular basis is important. Often times technology creates a situation in which users have an inability to be personal. As the community manager, I could do a better job of connecting personally with users. An example of this would be giving them a personal “shout out” on a recent race. The recently created Member Spotlight is a step in the right direction to personally engage members. Facebook sends out a weekly data report including “new likes”, “talking about this” and “weekly total reach”. It also shows if the number “talking about this” and “weekly total reach” have increased or decreased since the previous week. This email analysis allows for an easy evaluation of Facebook data. I am not familiar with Twitter or other social media markets. A good community manager should test new social media platforms and determine if they would be a good fit for the organization. This would be a great way to improve my position within the running club. However, one way that I work to improve the club is through monitoring our competition and the running industry to understand what they are doing better, how they are doing it, and how this information can improve our running club. By incorporating growth, engagement, evaluation, and improvement, as a community manager, I can give the Fond du Lac Running Club a lasting voice and success in the community.