Many companies now use social networks (social media), community management and the development of online communities to improve the relationship, reputation, notoriety and engagement with their audience, their online reputation and develop their sales on the web or respond to customer reviews.
Community managers are the actors who manage and develop these online relationships. and the necessary players in digital communication.
The skills are multiple and specific, which makes it one of the most popular jobs at the present time for maintaining an online presence and interacting with consumers. The mission can be carried out internally or subcontract to professionals such as agencies specializing in e-reputation.
Table of Contents
- What is the job of Community Manager (social media manager)?
- What are the advantages of managing communities in a global e-reputation strategy?
- What are the qualities required to be a good Community Manager?
What is the job of Community Manager (social media manager)?
The Community Manager is the brand ambassador and has the job and function of animating a community. The role of a community manager is to serve as a bridge between a brand and the community it aims to create by relying on the new social networks most suited to its digital marketing.
He engages with potential clients and builds relationships with existing clients. It also focuses on measuring brand sentiment, using social listening tools to monitor feedback and engagement. Its actions make it possible to follow the customer relationship, to enhance the reputation of the company and the notoriety of the brand.
Considered the face of a business, a Community Manager is responsible for managing communications and facilitating the community on various social networks. A role that requires being a digital expert, but also excelling in other areas depending on the responsibilities given to him: communication, animation of social networks, public relations, creation of content and an editorial line, white papers event organization, strategic advice, crisis management, influencer management.
Depending on the size of the company, its sector and the roles assigned to it, it can carry out actions in more or less broad fields:
- Perform competitive intelligence and business curation.
- Design the company’s policy on the internet and the brand’s presence.
- Build, manage the animation on the internet of the company / brand.
- Determine the editorial strategy.
- Creation of a corporate blog.
- Organize competitions and various activities.
- Manage a crisis that may affect the business.
- Ensure after-sales service and customer satisfaction.
- Keeping watch on social networks.
- Measure the return of actions.
- Manage the relationship with influencers.
What are the advantages of managing communities in a global e-reputation strategy?
Transparency of communication, consideration of their needs, rapid reactions to requests on the various media, simplified after-sales service … The Internet and social networks have accelerated and diversified the means of communication.
Switch from vertical communication to horizontal communication has been an upheaval for companies to which it has been necessary to adapt, sometimes with difficulty, but which today offers many advantages for those who master these new tools.
Well-mastered and inventive communication allows customers to feel valued and develops their confidence in the brand and the company. Relationship building is at the heart of community management.
Managing a community can have an impact on the growth of your business. Federating a community and ambassadors makes it possible to build a strong customer base, more willing to consume your products and services.
Collect the feelings and opinions of your customers on social platforms provides more reliable feedback where customers are most likely to express real emotions.
Community management is not just about championing the brand, but also about listening to valuable customer feedback. By gaining a deeper understanding of the audience and their expectations, brands are more likely to attract new customers and retain their existing customers.
What are the qualities required to be a good Community Manager?
The Community Manager will be your ambassador and represent the company. Journalism and writing experience will be essential, as they are the ones who will create the content for your business.
Communicating with communities is not just about delivering content, it should also include obtaining information, participating in specific initiatives, building relationships and strengthening brand identity.
The most emblematic Community Managers are sometimes even pillars of the brand on the internet.
Empathy and lack of judgment
Working and having a presence on social networks means working with people, with their qualities and their faults. The patience and coolness of those in charge are sometimes severely tested. He will have to keep his professionalism, not give in to the temptation of too hasty answers and know how to turn tense situations sometimes with humor.
It is sometimes exposed to controversies and bad buzz which sometimes take on a significant scale even in the traditional media and which risks damaging the image and reputation of the company on Google and the Internet in general. Their responses will be observed and associated with the business.
To get the most out of social media, it’s important to understand it. You have to respect their cultures and treat those you meet on the internet with the same courtesy and the same understanding as everyone you meet outside.
Observation and reactivity
With the growing involvement of customers on social media platforms, businesses need to do much more than post their own updates. Businesses must also be willing to answer questions, and that quickly. The Community Manager must therefore be able to respond quickly to consumers’ opinions and questions and have the appropriate tools to identify needs quickly. He is also a source of proposals in terms of communication and marketing.
Manage multiple platforms, create content, respond to emergencies, sometimes face aggression … The work of Community Manager requires rigor, organization and composure. He will have to organize his work and master tools specific to his profession to be effective.
Good knowledge of the company
A Community Manager must be very interested in the sector of activity in which he operates and must be passionate about his work. He is seen as the “eye and ear” of your business, in addition to being its voice. Internet users love to interact with someone who values the brand’s presence with passion.