With the rise in social media use amongst organizations, has come an influx of exciting new positions in social media web communications, community management (CM) being one of them. According to our text, “Whereas this term was probably unheard of just a few years ago, now it’s uncommon now to have a social media program in place without some form of CM activity.” To further demonstrate this point, @boydneil revealed that our course was created by Ryerson with the intent that graduates would be entering management positions in this field.
We had the privilege of getting an insider’s view of what CM is all about the other week when Mary Pretotto presented her experience as Social Media CM at Rogers. Being a Rogers customer myself I could only fathom the social media challenges that come her way. Anxious to learn about the role, after hearing her presentation, I launched a mini investigation into what CM is all about.
What does an online community manager do, exactly?
A ran a good old fashioned Google search and came across a great analogy of the CM as the party host mixed with a fine restaurant host. In his article, Essential Skills of a Community Manager, Chris Brogan states:
“The distinction is because a party is more personal and a restaurant requires their host to think with a business mind. CMs need both skillsets in equal space. A party host will connect people together, praise incoming guests appropriately, maintain conversations throughout the event, and see everyone safely off with a smile and a wave. A restaurant host must be certain the ambiance is just right, know that the kitchen is functioning appropriately, and help the rest of the staff pull off a flawless dining experience.”
Ryan Bauer at Ryanonics, states that a great CM has three main functions: “They engage fans, keep conversations flowing, and to act as the peacemaker when tough situations arise.” Another key function we must not forget according to the text is, “the CM helps manage the development, publishing and curation of online content. Most importantly, the they serve as the ‘voice of the customer’ online, within the community.”
What it takes to become a successful community manager
Ryan Bauer believes that, “customer service has in a way become the new marketing. If you think about it, it makes sense, existing customers happy, in a public way, then that can be the best kind of marketing for your business.” Mary Pretotto revealed that some of the best community managers hail from the customer service industry. Below are some additional traits that make a successful CM.
- Good listeners – listen to what customers have to say
- Active participators – in their communities, commit to improving the user experience
- Helpful – solve problems before it becomes an issue
- Good reporters – what they learn from online sources internally, share the good stuff
- Committed – to building the community they interact with
To get a better idea of the skills employers are looking for, I sifted through a number of online community manager job postings (about a dozen or so) and compiled a list of top qualifications/skills, as well as main responsibilities.
|Hard Skills||Soft Skills|
Brainstorming/strategizing social media initiatives based on client goals
Networking with a wide variety of people and being able to call on the right ones at the right time.
Some of the main responsibilities of a CM may include:
- Serve as organizations’ spokesperson and voice within online communities
- Implement, manage and moderate social communities
- Develop and implement a content management strategy
- Moderate comments and participate in discussions
- Listen to users and solicit and interpret user feedback
- Translate that feedback into actionable recommendations for audience and revenue growth
- Curate and compose compelling content suitable for social channels to facilitate engagement
- Measure, report and analyze on line community tools to identify trends, opportunities and behaviors
- Attend events relevant to social media and online marketing
- Liaise with creative, accounts and technical teams
How many jobs are out there?
Those of us wishing to pursue this as a career are probably interested in how many jobs are out there. I was disappointed to find that when I searched “online community” on Workopolis.ca and Monster.ca, it returned little results. The majority of postings were in the US. This is in-line with the info graphic to the left, which illustrates that the top cities for CMs are NYC, San Francisco, Boston and LA.
This tells us one of three things: 1) the function has not yet fully been recognized as a separate entity within Canada 2) The CM role is blurred with other social media functions 3) Other functions are unofficially performing the CM role.
Although the CM role is rising in popularity as organizations amplify their social media efforts, based on my research it’s still a maturing function within most organizations. It may be a few years or when more until we catch-up with the U.S. and see the CM as a specific role within most organizations involved in social media. It’s most likely to occur once organizations enter the operational integration phase of their social media practice, meaning that “not only is the program tangible, it is delivering results, and more specialized roles begin to emerge.” Until them, we will most likely see other functions absorbing the role, or it being blurred with other social media roles.
Please share perspective on where you think the CM role currently fits into the Canadian job market.