Community Managers: The Online Advocates

With social media continuing to grow in today’s world, companies need to be keeping up with their customers. Community managers allow companies to keep up with their customers. They do this through creating an online persona and logging in to social media on a daily basis. They do much more than just sit on Facebook or Twitter all day.

Community managers play many roles in raising brand awareness. They accomplish this through creating an online persona and interacting with potential customers. They are responsible for advocating the brand on social networks. They typically deal with those that haven’t heard of the business that they work for. Getting new customers allows a brand to continue growing, which is important to any business owner. 

There are some important qualities that every community manager must have. The first skill they must possess is strong communication skills. Because they are posting to blogs, answering emails, and social media posts, being able to effectively get out the desired message is very important. Effectively communicating goes hand in hand with another important skill that is needed. That skill is being able to use good judgment. Allowing content to be shared can reflect badly on a company and create negative publicity for them. Answering questions in an appropriate manner also falls under this skill. If responses to customers’ questions don’t answer the question or make them seem unimportant customers can start to bad mouth that company resulting in a negative public image for the company.

The need for online community manager is continuing to grow and it is not hard to see why. As more and more people begin to utilize social media sites the job of the community manager becomes increasingly important. Being someone who can effectively bring new customers to a brand they have never tried before creates a larger section of a market to a company.

Image Courtesy:

http://cm3sector.org/

http://mashable.com/2013/01/27/community-manager-qualities/

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3 Comments

  1. Mark,

    I like how you mentioned, multiple times, how important the community manger is in facilitating a back and forth conversation and exchange of information between the company and the customers. The image is great!

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  2. And as they would say in the movie Avatar – “I see you.”

    Mark,
    First, I love the Adventures in Community Management image/metaphor. Nice.

    These are my favorite quotes from your content:

    “Effectively communicating goes hand in hand with another important skill that is needed. That skill is being able to use good judgment. Allowing content to be shared can reflect badly on a company and create negative publicity for them.”

    Good judgement is a must. They must exercise not just good judgement in protecting the brand’s value; but also, exercising good judgement in responding to whatever criticism regarding the brand is coming from a customer/client or the community. By doing this, he/she is demonstrating the brand cares. The CM has a tedious balancing act. Demonstrating the value of the brand and caring about the concerns of those who have purchased the brand, are about to purchase the brand and those who are upset with the brand.

    Second quote:
    “The need for online community manager is continuing to grow and it is not hard to see why. As more and more people begin to utilize social media sites the job of the community manager becomes increasingly important. Being someone who can effectively bring new customers to a brand they have never tried before creates a larger section of a market to a company.’

    Remember in our lecture from Tuesday night — and of course you do, or else you would not have come up with this awesome conclusion. 3 out of 4 CEO’s ( this goes for non-profit organizations, universities, colleges, grade school, high school (K-12) organizations etc.,) do not understand the role of a CM or know how to calculate ROI on a social media campaign.

    Very well done. Thank you for doing your Image Courtesies. Nice Images.

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  3. You made some very good points throughout the article. I especially liked the description of the various traits a successful community manager needs to possess. Easy to read and very informative. Nice job.

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