In the digital world, the Community Manager (CM) is emerging as an essential pillar of digital marketing strategy. This versatile professional plays a crucial role in creating, animating and engaging online communities around a brand or product. Gifted with a keen understanding of social platforms, active listening skills and a keen sense of communication, the CM forges authentic links with audiences, fostering customer loyalty and expansion.
What is a Community Manager?
The Community Manager (CM) is a professional responsible for managing and animating online communities around a brand, product or organization. His or her role is crucial in developing and managing a company’s digital presence, creating an authentic link with audiences and fostering engagement.
Definition and role
The Community Manager is the digital spokesperson for a brand or company. He or she is responsible for creating, developing and maintaining positive relationships with the online community. This involves producing relevant content, responding to comments and messages, monitoring conversations and stimulating engagement.
Required skills
To excel in this role, the Community Manager must possess a wide range of skills. These include an excellent command of social networks and content management tools, the ability to communicate effectively, solve problems quickly, as well as a thorough understanding of marketing strategy and data analysis.
Sectors of activity in which the CM is involved
Community Managers are involved in a variety of industries, including retail, financial services, technology, entertainment, travel, and many more. Whatever the sector, the main objective remains the same: to create and nurture positive relationships with the online community to strengthen brand presence and reputation.
What are the Community Manager’s missions ?
The Community Manager is responsible for a range of tasks aimed at creating a strong digital presence and maintaining positive relationships with the online community.
Content creation
Content creation is one of the Community Manager’s main responsibilities. This includes writing blog posts, designing attractive visuals, creating engaging videos and planning social network posts. Content must be relevant, informative and engage the community.
Online community animation
Animating online communities involves actively interacting with community members. This includes responding to comments and messages, organizing contests, polls or discussions, as well as creating themed discussions to encourage member engagement and participation.
Customer relationship management
Customer relationship management is an essential component of the Community Manager’s role. He or she is responsible for responding to customers’ questions, concerns and comments in a prompt and professional manner. This requires attentive listening, clear and empathetic communication, and effective problem solving to maintain customer satisfaction and loyalty.
What tools and techniques do Community Managers use ?
Community Managers use a variety of tools and techniques to effectively manage online communities and achieve the goals of their digital marketing strategy.
Main social platforms
The main social platforms such as Facebook, Twitter, Instagram, LinkedIn, YouTube and TikTok are must-haves for Community Managers. Each platform has its own characteristics and audiences, and the CM must know how to use them strategically to achieve the brand’s objectives.
Performance planning and measurement tools
Community managers organize their publications on social networks with content planning tools. They use Buffer, Hootsuite or Sprout Social. To measure the performance of their campaigns, they use Google Analytics and social network insights. They adjust their strategy accordingly.
Engagement and loyalty techniques
Community Managers encourage engagement and build loyalty in the online community. They organize contests and games, polls and questions. They respond to comments in a personalized way. They also create interactive content such as live videos and stories. They develop loyalty programs and partnerships with influencers.
What is the strategic importance of the Community Manager ?
The Community Manager plays a crucial role in a company’s overall digital marketing strategy, influencing several key aspects of its online presence and customer relations.
Impact on brand visibility and reputation
The Community Manager builds and maintains the brand’s digital presence on social platforms. He creates engaging content and interacts with the community. He/she manages comments and reviews to reinforce the brand’s visibility and reputation. These actions create positive relationships with potential and existing customers.
Contribution to conversion and loyalty
By encouraging engagement and proactively answering customers’questions, the Community Manager influences the conversion process. By creating authentic relationships with the online community, they build customer loyalty. This encourages them to recommend products or services to their friends and family.
Competitive intelligence and customer feedback
The Community Manager monitors competitors’activity on social networks. He spots emerging trends and opportunities for the brand. He adapts strategy accordingly. By listening carefully to customer feedback, he or she provides valuable information to the company. This information can be used to improve products or services. He/she adjusts the marketing strategy according to customer needs. He responds proactively to their needs and preferences.