Without a doubt, the one from community manager It is one of the digital professions that has become most popular in recent decades. Whilst it is true that, in the early days, the role of community manager was somewhat vague, it is now clearly defined. What skills do you need? We’ll tell you below.
The role of a community manager
Strictly speaking the community profile The manager is responsible for to build stable, lasting relationships and to manage the conversation by engaging with a brand’s or organisation’s audience via social media, with the aim of fostering a positive online reputation, which also helps to convert that audience into customers.
In this respect, it is a a technical or operational role that focuses on carrying out tasks and is responsible for the day-to-day tasks relating to the brand’s social media presence.
However, it is common, particularly in smaller organisations, for the community manager to also take on the strategic functions typical of a Social Media Strategist or Social Media Manager.
Also, the content creation for other digital communication channels such as a blog, email marketing campaigns, press office, etc. This role is becoming more akin to that of a ‘digital communications specialist’.
What a community manager role is not
However, it is important to bear in mind that, whilst a community manager is an expert in social media, they are not a specialist in all areas of marketing and digital communication.
In other words, it will have a comprehensive overview of digital communication However, it is not an advanced role in other areas such as web development, SEO (Search Engine Optimisation), SEM (Search Engine Marketing), SEA (Search Engine Advertising), email marketing, growth hacking and business development, traffic management, e-commerce or press relations, to name but a few.
Roles of a community manager
In this regard, it is understood that the key skills required to carry out the duties of a community manager include:
Conveying brand identity on social media
Adapt messages for social media channels whilst respecting the brand’s identity and personality. Understand and be able to follow the guidelines set out in the strategies and tactics of communication as set out in documents such as the brand manual, style guide, communications plan, marketing plan, etc. In short, to ensure that social media communications are consistent and coherent compared with other forms of digital and traditional communication.
Gaining an in-depth understanding of the various social media platforms
Gaining an in-depth understanding of the settings, spaces, formats, features and resources of the various social media platforms. This is undoubtedly one of the greatest challenges facing those who work in social media management, given the constant changes taking place on Facebook, Instagram, X, LinkedIn, TikTok, YouTube and Twitch; and, of course, on vertical or niche (sector-specific) platforms and other social media channels such as Google My Business.
To understand and clearly distinguish between marketing and communication objectives
They must also understand and be able to apply the various communication strategies, tactics and tools. This role requires the ability to identify different types of communication and to develop initiatives in sales promotion, direct marketing, advertising and public relations across social media channels.
Persuasive, informative and SEO-optimised writing
One of the main tasks for this role is to write for different purposes, in different tones and styles, whilst taking into account organic search engine optimisation for both internal search engines – within the platforms – and external ones. To achieve this, it is essential to apply techniques from copywriting, journalistic writing and, of course, the the language typically used on social media channels (emoticons, hashtags, highlights, links, etc.) and the rules of online behaviour (netiquette).
Multimedia content creation
Although we must not confuse the role of a community manager with that of a content manager, it is essential to know how to develop content for social media. In other words, a community manager is not a graphic designer, photographer or videographer, but must be able to handle design, photography and editingbasic animation, video and audio skills, and have an understanding of audiovisual communication and still imagery (shots, angles, movements, and what they convey).
Audience research and defining the buyer persona
Understanding and using research tools to gain insight into the audience and define buyer personas. These are also among the responsibilities of this role extract information and generate knowledge on the audience, to help guide actions and optimise conversion processes.
Content curation and selection of information sources
Whether you’re creating content or sharing third-party content, it’s important that this profile has the an appropriate criterion for defining reliable and accurate sources, and select content thataligns with the publisher (values and attributes) of the brand.
Public relations and customer service
Social media has become a customer service channel – the first place the audience turns to in order to answer questions and enquiries. In this regard, the social skills we will discuss later are key. It is also important to have processes and protocols defined.
Setting up social media advertising campaigns
As already mentioned, this role does not require expertise in digital advertising, but the candidate must have the ability to set up small-scale campaigns and content promotion on social media.
Analyst skills and abilities
This profile must to be familiar with and understand metrics and statistics (KPIs), as well as its standard parameters for analysing results. It also handles analytics tools, those specific to the platforms and those from third parties. And, in the same vein, create a dashboard, develop and present reports, as well as suggestions and improvements.
Basics of cybersecurity and digital protection
This is a digital skill that is becoming increasingly important for everyone. Being able to spot fake news, fraudulent links or contacts, and online hoaxes is key to preventing social media accounts and profiles from being hacked, as well as activities such as phishing and cyberbullying.
Skills required of a community manager
Social skills are a more or less defined set of competencies inherent to the way human beings function within society. These skills tend to centre on the empathy and assertiveness, but they are organised into several sub-groups: basic and advanced skills, affective skills, facilitation or moderation skills (alternatives to aggression), stress management skills and planning skills.
So, the social skills required of anyone wishing to work as a community manager include:
Creativity, innovation and curiosity
This role requires someone who is a natural explorer, always on the lookout for trends, fashions and topics of conversation. They must seek out alternatives, formats, tools, opinion leaders, etc. Furthermore, they must have the ability to transform abstract ideas into content that is engaging and relevant to the audience.
Ability to convey ideas and guidelines
Although it may seem obvious, in an environment characterised by immediacy, it is very important to be able to clearly and concisely define what is required or expected of others, both inside and outside the organisation, in order to foster collaboration. It is also essential to know how to adapt the message to different platforms and audiences.
Ability to liven up a conversation
Contrary to what one might think, in social media conversations the focus should not be on the brand but on the audience; therefore, the community manager’s role is to guide, channel and moderate the conversation, but not to be the centre of it. It is crucial to know how to encourage community participation through open-ended questions, polls and calls to action.
Teamwork
This role typically involves working with other people both within and outside the organisation, from different roles and at different levels; therefore, the candidate must be able to adapt their approach and coordinate effectively with others. The ability to communicate effectively with different departments, such as marketing, sales and customer service, is essential.
Crisis and complaints management
This is particularly important when dealing with negative comments and complaints; these skills will often prevent a comment from escalating into a reputational crisis through the so-called snowball effect. It is essential to have pre-established protocols in place and the ability to remain calm under pressure.
Active listening
We can define active listening as the difference between hearing and listening. In other words, it means always maintaining a proactive attitude and a willingness to accept differences of opinion or perspective. This also involves the ability to read between the lines and identify opportunities for improvement based on feedback from the community.
A sense of humour or the ability to understand jokes
When it comes to the role of a community manager, it is important to remember that we represent a brand or organisation; the conversations do not refer to the person working behind the screen. One of the drawbacks of written language in this context is the difficulty in gauging the tone of messages; we must not forget that humour, irony, double meanings and set phrases are not universal. It is crucial to know when and how to use humour in a way that is appropriate for the brand and its audience.
Problem-solving and decision-making
Given the immediacy, time-sensitive nature and constant demands of these media, this role requires a strong ability to respond to unforeseen events, as well as flexibility, decisiveness, dynamism and a proactive approach. The ability to analyse complex situations quickly and make decisions It is essential that people are well-informed.
Time management, prioritising and determining the importance and urgency of tasks
In line with the above, the candidate must be able to plan not only the content and posts, but also the tasks required to carry them out. Providing vision and project management, keep track of timelines and deadlines, and identify requirements and resources. It is crucial to strike a balance between day-to-day interactions and the long-term planning of campaigns and strategies.
In summary
The community manager plays a key role in managing a brand’s social media presence, and is responsible for building and maintaining relationships with the audience to foster a positive online reputation. Their main role is to carry out day-to-day tasks that ensure communication is consistent with the brand’s identity, as well as managing social media platforms, drafting content for social media and engaging with the community.
Although their role is essential for digital communication, community managers are not experts in all areas of marketing, such as SEO or advanced digital advertising; rather, they focus on the day-to-day management of social media. In small businesses, they often take on strategic responsibilities as well, but their main role remains connecting with the audience via social media.
