The Making of a Bad Community Manager
Digital Marketing woke up from its dormant state with the Pandemic. Hundreds of new professions either appeared or were validated, with Community Manager being one of those.
Regardless, there seems to be a misunderstanding from companies themselves about what Community Management really is.
All it takes is a little stroll through Linkedin job ads to find the position being wrongly described as a Social Manager, for example.
The Community Manager, as most companies think, is not the one who only manages the company blog or updates Facebook and Instagram.
The function requires much more than the tasks mentioned above.
Managing the voice and image of the brand in order to preserve the company’s digital identity is the objective.
Listening, informing, energizing, and preparing responses to customers is the bread and butter.
It is also required for the Community Manager to establish an empathetic relationship with the sales team, in order to know the product and transmit the customers’ needs better.
Many times these professionals are excluded from sales meetings — which is basically ignoring the one channel inside the company whose function is to hear the voice of the clients!
And don’t get me started on delegating such an important strategic function to other companies or external agencies!
It is essential for companies to understand that they need to invest in this position. It takes communication, knowledge, and, most importantly, time.
In order to optimize the work of a Community Manager, I suggest companies start by creating their own guide on how to respond to comments on social media.
With so many tasks throughout the day, companies end up forgetting about engagement and some comments go unanswered — or worse, deleted due to not wanting negative responses lying about their profile.
A Community Manager can tackle this issue for you and it looks better to have a response, followed by a solution than no response at all.
