Community Manager

What is a Community Manager?

A community manager is a professional profile within the company in charge of building, maintaining and giving visibility to social networks, building relationships between a brand and its followers.

Why it is important

Social networks have an amplifying effect that, if well exploited, allows to gain great opportunities in the market, but it is not without risks.

For this reason, the community manager is essential to bring the brand to life on the Internet, bringing it closer to its followers, attending to their interests, publicizing news and amplifying the company’s brand image.

But he or she must also act as a “media fireman” to quell potential reputation crises.

Their work in continuous contact with users puts them in a privileged position between the brand and the user, which makes them an essential piece for mass consumption companies.

The work of the Community Manager is demanding, difficult and very sensitive given the power of amplification of social networks. So you must be a very flexible professional capable of transforming any threat into an opportunity.

Brands that take care of a community management plan miss opportunities to manage customer complaints. Convert customers into loyal fans.

Community Manager: Salary

The salary distribution of any social media management specialist is very disparate.It ranges from €15,000/year to €50,000/year.

This big difference is mainly due to the experience and the type of company where the functions are performed.

Being the community manager of Nike is not the same as being the community manager of a footwear SME.

The higher the number of followers, the higher is usually the salary.

Duties of a Community Manager

Among the responsibilities of this type of digital worker, the following stand out:

  • Establish and implement social media and communication campaigns to align with marketing strategies.
  • Provide engaging text, image and video content for social media accounts.
  • Respond to customer comments and inquiries in a timely manner.
  • Monitor and report online comments and reviews.
  • Organize and participate in events to build community and drive brand awareness.
  • Coordinate with marketing, PR and communications teams to ensure brand consistency.
  • Liaise with Development and Sales departments to stay up to date on new products and features.
  • Build relationships with customers, prospects, industry professionals and journalists.
  • Keep abreast of digital technology trends.

But above all, it must give the brand its own voice, get the affinity of the followers to align them with the brand values and, of course, attend to all doubts or complaints.

Although not mentioned, these profiles must be prepared to work side by side with customer service departments and be highly resilient.

How to choose a good Community Manager

The truth is that this type of professional must be able to demonstrate that he or she possesses:
  • Demonstrable work experience as a community manager.
  • Ability to launch campaigns without hurting sensibilities.
  • Ability to deal with all types of people and anonymous profiles.
  • Ability to identify potentially dangerous situations.
  • Knowledge to amplify the brand’s content looking for visualizations.
  • Ability to track relevant community metrics.
  • Excellent verbal communication skills.
  • Excellent writing skills.
  • Hands-on experience managing social media for brands.
  • Ability to interpret website traffic and online customer engagement metrics.
  • Knowledge of online marketing and marketing channels.
  • Attention to detail and ability to multi-task.
Apart from this, a good community manager is able to anticipate, react quickly and understand the situation in the event of a possible reputation crisis. Undoubtedly, those professionals who demonstrate responsiveness and solvency in such situations are the most valued, along with those who are able to amplify the voice of the brand through the networks.

Community Manager Vs Social Media Manager

The key difference between the two profiles lies in the position they adopt in interactions with followers.

While the community manager plays a peer-to-peer role with followers, bringing a personal and approachable tone to conversations to encourage audience participation, the Social Media Manager acts as a brand, seeking above all to promote products and services.

In short, the former seeks to generate relationships and the latter to promote transactions.

In conclusion:

Community managers do a great job for companies that work with large audiences on social networks.

They create links between brands and people, humanizing relationships and amplifying content and knowledge about a brand among followers.

The aim is not so much to sell as to create a sense of community and belonging.

In short, sharing values and aligning consumers with brands.

Important: a good community manager is first and foremost a “people person” with the ability to moderate and respond appropriately to network conversations by encouraging the community or reducing tensions. Don’t forget that this role is the face and voice of a brand, which makes this position crucial to the success of consumer companies’ marketing efforts.

Links and recommended reading:

Frequently Asked Questions

The Community Manager is a professional profile in charge of managing relationships with users and customers on social networks. Having a good professional is essential for consumer companies seeking to amplify their message.

The salary range for Community Managers varies a lot in a range between 50,000 euros for a responsible position for a big brand and 21,300 euros for professionals in smaller companies. The average is around 32.600€.