• Natasha Kalergis

What is Community Management on Social Media?

Updated: Dec 9, 2018

Learn how to actively engage with online communities and connect with potential customers on behalf of a brand.

What is Community Management on Social Media?

People often conflate community management with social media marketing. However, they are two entirely different disciplines. Community management is essential for companies that rely on social media for marketing, sales and customer retention. In this post we will define community management and what it takes to execute a successful community management program.

Community Management

At its core, community management is about relationships and a brand’s ability to create opportunities through interactions within an online community. According to Bonfire Marketing, 86% of consumers prefer brands that provide honest, helpful responses on social media.

A brand’s online community encompasses all of its virtual, social touchpoints such as social media platforms, YouTube, Pinterest, comment sections, blogs etc. in other words, anywhere online where people can interact! A community contains current customers, target audiences and anyone interacting with a brand online.

Social media marketing involves producing and distributing social media content as well as monitoring and analyzing post traffic.

Community Management takes online engagement further into the realms of customer service, interaction with community members and active participation in online discussions.

Companies and organizations that engage in community management can benefit in the following ways:

  • Cultivate brand loyalty

  • Obtain valuable, genuine feedback from customers

  • Network with other brands and influencers for partnerships

  • Better respond to customer complaints

  • Convert more leads into sales

Skillsets of a Successful Community Manager

A community manager is responsible for brand advocacy and engagement online primarily through social media. Social media only increases its vitality to the bottom line. Thus, more companies look to hire successful and passionate community managers to draw value out of their online communities.

A successful community manager first and foremost should be passionate about their brand.

After all, they will serve as the company’s top online advocate. They should also enjoy talking to and engaging with customers directly. The job takes interpersonal skills, empathy and the ability to connect with customers especially in tough situations.

A community manager needs to possess great project management and problem-solving skills. The job often requires multitasking and balancing simultaneous efforts. The community manager should also maintain superior social media acumen from community engagement best practices to current platform policies and algorithms.

4 Pillars of Community Management Best Practices

Before launching a formal community management program, first consider some best practices for your strategy.

1. Maintain a consistent brand voice. This ensures your customers will recognize you on all platforms as well as identify with the brand. Establishing a style guide helps maintain brand consistency from logos to color schemes to branded hashtags.

2. Create meaningful content. Content that drives positive interaction will create more synergy between community members and the brand. It will also encourage conversations in comment sections that will open up opportunities for direct communication with customers and prospects.

3. Interact daily. Community managers should interact directly with their online community members on a daily basis. This makes the brand feel approachable as well as signals to the community that the brand listens to them. Consistent interaction builds trust and increases ROI on social media marketing efforts. Interaction includes but is not limited to responding to comments and direct messages, posting comments on partner pages and commenting on tagged posts.

4. Show appreciation. One of the key pillars of community management is to never appear out of touch from your community. Show enthusiasm and appreciation when community members post positive things about your brand. Acknowledge their comments and always be human when responding.

Looking for the right tools to help you manage your social media platforms? Learn more about our favorite social media management tools (including community management) here.

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