Undoubtedly, the community manager is one of the digital professions that has become most popular in recent decades. Although at first the role of community manager was somewhat vague, it is now well defined. What should they know how to do? We’ll tell you below.
In strict terms, the community profile manager is responsible for creating stable and lasting relationships, as well as managing communication with a brand’s or organization’s audience through social media in order to promote a positive online reputation that also helps convert that audience into clients.
In this sense, it is a technical or operational profile focused on executing actions and is responsible for the brand’s daily social media presence.
However, it is common, especially in smaller organizations, for the community manager to also take on strategic functions typical of a Social Media Strategist or Social Media Manager.
They may also handle the creation of content for other digital communication channels such as blogs, email campaigns, press offices, etc., assuming a role closer to that of a “digital communication technician.”
However, it’s important to keep in mind that the community manager is an expert in social media but not a specialist in all the roles that make up marketing and digital communication.
That is, they have general and comprehensive knowledge of digital communication but are not advanced in other areas such as web development, SEO (Search Engine Optimization), SEM (Search Engine Marketing), SEA (Search Engine Advertising), email marketing, growth hacking, business development, trafficking, e-commerce, or public relations, to name a few.
Among the main competencies required to carry out the tasks of a community manager are:
Adapting messages to social media channels while respecting the brand’s identity and personality. Understanding and following the strategic and tactical communication guidelines defined in documents such as the brand manual, style guide, communication plan, or marketing plan. In short, ensuring that social media communication is coherent and consistent with other digital and traditional communication actions.
Knowing in depth the configuration, spaces, formats, features, and tools of different social platforms. This is one of the biggest challenges for social media professionals, considering the constant changes in Facebook, Instagram, X, LinkedIn, TikTok, YouTube, Twitch, as well as in niche or vertical platforms and other social media like Google My Business.
Also understanding and applying different communication strategies, tactics, and tools. This profile must identify the various types of communication and develop actions for sales promotion, direct marketing, advertising, and public relations within social media channels.
One of the main tasks of this profile is to write with different objectives, tones, and styles, while taking into account organic positioning in both internal (within platforms) and external search engines. It’s key to apply copywriting and journalistic techniques and, of course, use the language specific to social media channels (emojis, hashtags, highlights, links, etc.) and internet etiquette (netiquette).
Although the role of community manager should not be confused with that of content manager, it’s essential to know how to develop materials for social networks. In other words, the community manager is not a graphic designer, photographer, or videographer, but must have basic skills in design, photography, and basic editing of animations, video, and audio, as well as knowledge of audiovisual communication and still imagery (shots, angles, movements, and what they convey).
Knowing and using research tools to understand the audience and define the buyer persona. Another function of this role is to extract information and generate insights about the audience to guide actions and optimize conversion processes.
When creating or sharing third-party content, it’s important for this profile to have the right judgment to identify reliable and truthful sources and select content that aligns with the brand’s editorial line (values and attributes).
Social networks have become a customer service space—the first place audiences turn to resolve questions or concerns. In this sense, social skills (discussed later) are key, as are defined processes and protocols.
As mentioned before, this role is not a digital advertising expert, but should be capable of setting up small ad campaigns and promoting content on social networks.
This profile must know and understand metrics and KPIs, as well as their standard parameters, to analyze results. They should also use analytics tools, both native and third-party. Additionally, they should create dashboards, develop and present reports, as well as propose improvements.
This is a digital competency that is increasingly important for everyone. Identifying fake news, fraudulent links or contacts, and online hoaxes is key to preventing social account hacks and cybercrimes like phishing or cyberbullying.
Social skills are a set of competencies related to how people interact in society. These skills are usually centered on empathy and assertiveness and are grouped into categories such as basic and advanced skills, emotional skills, moderation or de-escalation skills, stress management, and planning skills.
Among the social skills that people who want to work as community managers should have are:
This profile must be naturally inquisitive, always on the lookout for trends, opportunities, and conversation topics. They should seek new formats, tools, and opinion leaders, and have the ability to turn abstract ideas into engaging and relevant content for their audience.
Although it may seem obvious, defining clearly and concisely what is required of others—both inside and outside the organization—is vital in a fast-paced environment. It’s also fundamental to adapt messages to different platforms and audiences.
Contrary to what some might think, the star of social media conversations should not be the brand but the audience. The community manager must guide, channel, and moderate discussions without monopolizing them. It’s crucial to foster community participation through open-ended questions, polls, and calls to action.
Typically, this profile collaborates with other internal and external professionals of different backgrounds and ranks, so adaptability and coordination are key. Effective communication with departments like marketing, sales, and customer service is essential.
This is particularly important when handling negative comments or complaints, as these skills can prevent a simple comment from turning into a full-blown reputational crisis (the “snowball effect”). Predefined response protocols and the ability to remain calm under pressure are essential.
Active listening means more than just hearing—it involves maintaining a proactive attitude and openness to different perspectives. It also includes the ability to read between the lines and detect improvement opportunities based on community feedback.
A community manager must remember that they represent a brand or organization; conversations are not about the person behind the screen. One of the challenges of written communication is interpreting tone—humor, irony, wordplay, and idioms are not universal. It’s crucial to know when and how to use humor appropriately for the brand and its audience.
Given the immediacy and constant demands of these platforms, this profile must be highly capable of responding to unexpected events—flexible, dynamic, and proactive. The ability to analyze complex situations quickly and make informed decisions is fundamental.
Along similar lines, this person must be able to plan not only content and posts but also the tasks required to execute them. They should provide project vision and management, monitor timing and deadlines, and define needs and resources. Balancing daily interactions with long-term campaign and strategy planning is essential.
The community manager is a key figure in managing a brand’s social media presence, responsible for creating and maintaining relationships with the audience to build a positive online reputation. Their main function is to execute daily actions that ensure communication consistency with the brand’s identity, manage social platforms, write content, and engage with the community.
Although their role is essential in digital communication, the community manager is not an expert in every area of marketing, such as SEO or advanced digital advertising, but focuses on the operational management of social networks. In smaller companies, they may also take on strategic responsibilities, but their main goal remains to connect with the audience through social media.
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