Close to every innovative company that understands and values the potential of social media has an internal Community Manager or hires an agency that assigns one to the company. If you’re not aware of this rising Community Manager role, you’re not alone. This role is so new that the responsibilities associated to the position varies between every company. At its most basic form, a Community Manager manages the social media platforms of a brand. But, the more proper form of the role is to live up to the name of “Community Manager” by having the employee in position manage customer relationships and provide engagement opportunities between the brand and consumers, hence managing the brand’s community. It extends beyond just social media and involves every aspect of the company: from product development to how consumers receive messages sent from the brand.
This Community Manager role is now mainly associated with online communities, but that shouldn’t be your only focus. Think about Community Managers for property management groups. Their duty is to tend to the needs of their residents and ensure that they’re happy with living there. A successful Property Community Manager would take initiative to throw block parties that allow neighbors to meet each other, produce a monthly newsletter of neighborhood happenings, post on social media platforms to inform residents of local traffic issues, etc. Even though in property management, Community Managers are overseeing a physical community of residents, our expectations of this new wave of Community Managers shouldn’t differ. Their ultimate goal is to successfully build and maintain relationships between consumer and brand through all available channels, regardless of whether it’s a virtual or physical community.