The Community Manager role is becoming quite popular for large corporations and people are starting to realize the importance of them. And how about start up companies? Do they need a Community Manager when they have yet to build a community?
Let me begin with my definition of a Community Manager...
A Community Manager is someone who assists the company or organization communicate with it's community and users. At the same time the CM allows the community to have a voice within the company. The role of a CM is customer service at it's finest. Listening, engaging and participating in the customers conversations and allowing them to feel open and connected to the brand.
Think of a Community Manager as a company spokesperson merged with a super savvy customer service representative. A person who represents your products and/or services to the public and a spokesperson that welcomes audience participation, questions and discussions.
With social networks growing at a rapid speed, your brand is being discussed whether you like it or not. Social media allows everyone to have a voice and megaphone over a crowd of millions of people.
They are happening 24 hours of the day and although it is nearly impossible to keep up with every conversation, ignoring them is not the answer.
So you have a choice, you can let these conversations happen and not participate, which can result in negative reviews, attacks or feedback. Or hire someone to take part, monitor and embrace them.
So, do start up companies require Community Managers when they have yet to build communities.
My answer? Yes.
Hiring a person specifically to engage your customers is what helps build a community. Showing your existing clients and potential clients from the start that you are open and willing to participate in their conversations and appreciate their thoughts and opinions will build a strong following, quickly.
How about the larger brand? They're already well established, do they need a Community Manager?
In some cases, I believe even more so than a start up. A brand that relies on it's name and doesn't accept the changes in customer service will be left behind and hung out to dry.
Every brand needs a face that people can recognize, rely on and respect. Someone to build relationships, be a community advocate and create internal community input.
After all, the most integral part to any business are their customers, without them they would not exist.
So if you could build relationships with your customers which allowed you to grow as a brand and understand their needs and wants and cater specifically to your market - would you do it?
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Hey Rachel,
ReplyDeleteGreat post. Since starting as a Community Manager at a startup 5 months ago I've seen the ubiquity of the role greatly increase - whether called a CM, Community Evangelist, or any of the other titles that are emerging.
I think you give the role a great definition. It can often be an ambiguous job to describe - a lot of my friends ask me what I actually do. I now say that I do social media strategy, public relations, and community relations. But the biggest thing the role entails is dedication - if you aren't willing to give up evenings and weekends, forget it. Part of being a CM is being involved in the community - something that doesn't fall within the hours of 9-5. I'm lucky because I love the company I work for, and love the community we're involved with. So "work" is really just "what I'm passionate about".
I think you're right in saying that every company, from startups to large corporations, need a CM. In fact I would argue that this role should come before any other communications positions. It will be interesting to see how the role evolves and changes over the next couple years, and which companies embrace the new role.
Erin
I think that's one of the better definitions of a Community Manager that I've read.
ReplyDeleteThanks!