What does the Community Manager do in my company? I don’t have a Community Manager; do I really need one? Would I make a good Community Manager?
It helps to know some of the common misconceptions about Community Management [courtesy of Blaise Grimes-Viort, a hat tip to you] to effectively answer these questions. In a nutshell, here are eight misconceptions about Community Management:
- It can be done by any Tom, Dick or Harry.
- They use their mouth piece to laze the day away.
- They need to be well known to be effective.
- Their work’s ROI can’t be measured.
- Their job is to sell a product / service.
- All of their work is done online.
- They’re forces to be reckoned with, not unlike Stalin. [really?]
- They’re 9 to 5′ers.
Now that we’re working with a clean slate, allow me to take you through a portal, Being John Malkovich style, into the heads of three different Community Managers. Lets assume that Community Managers do a broad range of things and often differ from company to company (fair assumption?). In that spirit, we’ll go and take a peak at three different Community Managers that each work for different companies. Lets go.
Scott Drummond, Community Manager @ Optus
- Manages his inbox. He spends a fair chunk of his time here. He uses Merlin Mann’s Inbox Zero approach to manage his inbox by compartmentalizing his emails into actionable tasks: Delete, Delegate, Respond, Defer and Do.
- Monitors key metrics related to brand health and shares any significant information with various stakeholders.
- Reviews and tweaks scheduled content that has been sourced throughout the company that is destined for various social media platforms.
- Attends meetings with stakeholders, customer services team members, etc. about things such as strategies to enhance existing relationships.
- Addresses strategic issues such as how to better engage communities.
- Uses reporting tools to share insight from communities to employees.
Get a full breakdown of Scott’s day.
Lee Odden, Social Media Community Manager, Top Rank
- Respond to company blog comments. He also uses a blog comment management tool to effectively reply to comments.
- Visit Twitter, Facebook and LinkedIn related to brand health and shares any significant information with various stakeholders.
- Monitors news feeds and shares relevant news articles and blogs, i.e., via Twitter and creating blog posts.
- Search for opportunities to engage with people relevant to the industry.
- Monitors social dashboard and responds to information when necessary.
Get a full breakdown of Lee’s day.
Leighann F., Community Manager @ Yelp
- Makes lots of phone calls to business owners, marketing partners, etc.
- Emails possible venues for events.
- Participates in meetings such as with people in the PR department.
- Writes reviews on places of interest such as restaurant reviews.
- Monitors and participates in communities by engaging people on on various topics of interest and sets out the welcome mat for new ‘yelpers’.
- Hangs out with / stay connected with the community in the offline world. They go to bar crawls, new restaurants, etc.Get answers to more questions related to Leighann’s job.