What is a Community Manager?
It’s a common question I’m seeing all over the place as an increasing number of businesses both large and small are building their own online communities and looking for someone to fill the role of Community Manager.
Speaking from experience, I can honestly say that it can be one of the most vital roles a company can have. As Community Manager of Panasonic’s LivinginHD.com, I’ve seen firsthand what it takes to be not only an active participant of a growing online community, but a voice and a face for an entire brand.
Ten years ago social media was virtually non-existent. Now more than ever, people are able to have a personal relationship with a brand. They are able to interact directly with companies and give their input — both good and bad. Companies are doing the only thing they should be doing right now – listening. With a recession on our hands, even the wealthiest people have been cutting down on spending, thus making businesses eager to rein in sales. With that, the consumer runs the show and businesses know that while the power is less in their own hands, the ability of their buyers to speak more directly with them is a blessing. Not only can they improve products from feedback, but can also make customers happy. A happy customer is a customer that will buy. By monitoring the conversation both on and off the community, one can fully comprehend what is currently being said about the brand.
As a proven and trusted influencer within the community, a CM is responsible for getting the word out about new products, events and overall development. It is their responsibility to keep the consumers updated and to serve as a brand evangelist. As a community manager, being a counselor of sorts is vital- someone who will listen to member’s concerns and be kind even when receiving strange or unpleasant messages. These relationships are developed over time, as this role also serves as a cheerleader and encourages its members to be dedicated participants. The relationships are also fostered by happily answering all product-based and community-centered inquiries. With trust, consumers naturally become loyal to the brand. While so many companies are still trying to get personal with their clientele, those with dedicated go-to folks, such as Comcast’s Frank Eliason, stand out among the crowd.
Not everyone can be a Community Manager. Oftentimes, companies put one of their employees unversed in social media and customer service into the role. As a result, it hurts the brand. The CM should be familiar with all web communication tools, from forums, to podcasts, to Twitter, to blogs and then understand the language and jargon that is used in the community. One must keep their cool when being challenged and have a fantastic support team around them to get the job done. Being a voice for the brand’s community can be harder than imagined, as situations you wouldn’t expect arise. Conferring continuously is a must.
For years both websites and online communities have had webmasters to run to in the face of problems/issues. With a community as large as Panasonic’s, however, members in the past have been hard-pressed to find a rapid response and oftentimes found themselves speaking to an automated email message or both.
Community management is a more instantaneous customer service… with a personal touch. It truly is a fantastic, interactive position where not only are members benefiting, but also the person facilitating the process. A community manager must draw heavily from four skill sets: emotional intelligence, diplomacy, advocacy, and above all, passion for the brand to breed success.
Social media & time, where do you draw the line and where do you find the time?
