My friends and family ask me what exactly I do here at Verge Pipe Media often, and when I tell them I’m a community manager they look at me with a glassy eyed expression and utter a confused ‘oh, cool’ or ‘that sounds nice’—they have no idea what that means. Even though the role of community manager is becoming commonplace in many different agencies, companies and businesses many people still have no idea what a community manager is and why it’s a position. Not to toot my own horn, but the role of community manager is essential to the well being of a company—regardless, of if it’s a big marketing firm or a small boutique a community manager is needed to keep the company’s reputation positive and the clients happy. While community managers have endless responsibilities that change on a daily basis there are a few core roles that stay constant on the job.
1. Communication: In order for a community manager to be successful they must be able to communicate effectively with their clients as well as the public. This communication is not just face-to-face, but also includes communication through social media. The best community managers network on social media through Twitter conversations, blog comments and Facebook pages. This constant communication, both in person and online, is essential to keeping your brand in the forefront of your client and your audience’s minds.
2. Content Creation: Community managers must create the content that clients use in order to learn about your brand. My content creation responsibilities at VPM include the making of a content calendar, writing relevant blog posts our clients can learn from, and managing all the social outlets like Twitter, Facebook and LinkedIn. Attention to detail is crucial in all content creation, community managers must double (and triple) check to make sure their content is grammatically correct. The content that a community manager creates must also be relevant to the types of clients they hope to attract, the content should be informative and engaging, while remembering to keep the company’s personality and voice reflected in the writing.
3. Branding: Branding your company is all about giving it an identity. What do you want your clients, possible and current, to think of your company? How do you want to be perceived by the public? Branding your company is, in my opinion, one of the harder parts of being a community manager because you must figure out how to give your company a voice and a personality, while remaining professional. Branding your company truly is a balancing act, but when it’s done right it makes your company memorable in the public eye.
4. Understanding analytics: Community managers communicate with the public through social media and the content they create on blogs and websites, but in order for these communication attempts to be successful they must know when and how to reach out to the public. Understanding the analytics from your online presence is essential to having the content be seen and for your company to become well known. You can post great blogs and funny tweets all day long, but if you do it at the wrong time no one will see it and your efforts will be in vain.
5. Research: Researching what is going on in your company’s field as well as what is going on with your competitors is needed in order to choose what subjects to create content around and to simply stay up to date with what is happening. Researching through blogs and social media is a great way to find various social conversations to join so you can communicate with possible clients and others in your field. Community managers must make time to conduct extensive research to inform the rest of their team on the happenings and write educated and informative content for the brand.
Check out this awesome infographic for more info on community managers!
Author: Katie FitzGerald is our Fall Community Manager here at Verge Pipe Media. Verge Pipe Media assists public institutions, enterprises and the non-profit sector with Imaginative Inbound Marketing strategies + campaigns. We also have a development team chock full of Marvelous Mobile Migrators, poised to help transition our clients into a mobile + social world with custom software, iOS and Android mobile apps.