The Community Manager and Their Main Functions

In digital marketing, the figure representing the community manager is one of the most important for standing out in digital strategies. It was one of the first digital professions to become trendy and is one of the most sought-after positions by businesses.

Currently, it is difficult for people not to know the profession of the community manager, however, it is a very undervalued job in the digital world. The main reason is that people think that the functions of the community manager can be performed by anyone.

The reality is that the functions of the community manager go much further. It's not just about uploading photos to Instagram or creating posts on Facebook. Behind every good community manager, there must be strategy, planning, and creativity.
 

What is a Community Manager?

The community manager is the person assigned one of the most important functions. Essentially, the name community manager refers to someone who is responsible for the community on social networks.

This means they are responsible for managing a business's social networks to not only grow its visibility but also to gain loyal followers of the brand and convert them into clients through a content strategy based on the business's interests.

This professional usually has a multitask profile, which means they perform different tasks to help create a solid image on the company's social networks. In the same way, they help grow the community and reach potential clients.
 

How to Identify a Good Community Manager?

While it's important to interact with many followers and create a community where people can trust your product or service, this is not everything. An important aspect is that through this interaction, you can gain brand ambassadors.

However, not everything revolves around sales. One of the objectives of community management is also to build customer loyalty, get them to trust the brand, and reach more people through good social media management.

But, you should know that a good community manager is very useful when there are crises or problems with a client. It's important to recognize the work done by the community manager as it also helps improve the brand's reputation on social networks.

Some of the skills that characterize a good community manager are:

• Excellent communication and writing skills

• Knowledge of marketing and general metrics management

• Empathy and creativity

• Analytical vision of the competition, sector, and new trends

• Interest in technology and social networks

• Is a patient, observant, and decisive person

• It is a versatile profile

The Functions of the Community Manager

It's important to mention that the community manager is different from the social media manager. While the social media manager is responsible for developing the entire social media strategy, the community manager assists in execution.
 

The Community Manager Creates an Editorial Calendar

Once the social media strategy has been created and the brand's objectives are known, the next step is to outline the objective of the social media presence, the target audience, and the products or services to be sold.

One of the main functions of the community manager is to organize the posts that will be made based on the prior study in the strategy. They must maintain a stable posting frequency, and the higher, the better.

An editorial calendar should never be designed long-term! Since there are viral contents, trends, and favorable news that can be used, it's advisable to make monthly plans.
 

Scheduling and Publishing Posts

At this point, the creativity of the person responsible for social networks comes into play. Here, it's important to work with the formats that the social network works with to vary the content and always find different ways to impact the audience.

The idea is to get qualified leads and people who, by being interested in the content published, are also interested in the products or services sold, in addition to the creativity inviting followers to interact with the brand.
 

Measuring Results

It's important to recognize the power of metrics, which is why another of the functions of the community manager is to constantly measure what is being published. The most important metrics can be the reach of the posts, number of interactions, and traffic sent to the website.

It's not only important to inform the client, but it also serves as a personal report. This way, we can know which contents work best and what are the best times to post content.
 

Interaction with Followers

Entering a social network and posting only to later log off is not correct. This function of the community manager is essential, as interacting is a way to get closer to the audience, so responding to comments, messages, and resolving doubts is something they must do to maintain the community.

Here, thanks to the posts, people interested in products or services may emerge. This is where the community manager helps provide some type of support or help, and in this way, a sale may occur.
 

Conflict Resolution

It's normal that with so many customer support requests or help, the lines are saturated or not everyone finds the satisfaction they're looking for. That's why this is probably the most important function of the community manager.

It's quite common to come across unsatisfied clients online, so it's normal for them to complain on social networks to be heard. The community manager must know how to respond to improve the brand's reputation and compensate the client to ultimately build loyalty.

A good community manager will show empathy, transparency, and humility above all. Likewise, they must generate insights about what is being said about the brand on social networks and create reports for the company with the collected data.

Finally, they must be someone who knows influencers, stays up to date with the latest trends and viral content. So if you're looking for a complete digital strategy, at Brand Industry, we know how to help you grow online.

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