From Innocent Smoothies to HubSpot, community management has grown into a key part of many social media strategies over the years, with 77% of companies believing it can drastically improve brand exposure, awareness, and credibility. It goes beyond simply broadcasting messages to an audience—it’s about fostering meaningful interactions, creating value, and building trust.
But what exactly is community management?
Let’s dive into what community management truly entails, the pivotal role of a community manager, how it fits into marketing campaigns, and what defines a strong, thriving community.
What Is Community Management?
To understand community management, let’s start by distinguishing a community from an audience.
- Audience: When addressing an audience, communication flows in one direction. Brands deliver content or messages, and the audience passively receives it. There’s little interaction among members, and the primary focus is often pushing products or services.
- Community: Community management, in contrast, fosters two-way communication. It’s about creating a space where members actively engage—not just with the brand but with each other. It encourages peer-to-peer relationships based on shared interests and values.
Facilitating member-to-member relationships, community managers build excitement and trust around a product or service, giving the business a relatable, human voice.
The Role of a Community Manager
Your community manager is at the heart of your brand and can often be the first point of contact for users.. This multifaceted role is essential for maintaining engagement, building awareness, and ensuring the brand’s voice resonates with its audience.
Key responsibilities of a community manager include:
- Customer Support: Responding to comments and direct messages (DMs) to address concerns and foster trust.
- Feedback Collection: Actively listening to community members to gather insights, ideas, and feedback that can shape future offerings.
- Enforcing Guidelines: Ensuring a safe, inclusive space by moderating content and maintaining community standards.
- Trend Monitoring: Staying up-to-date with industry trends to keep conversations relevant and engaging.
A skilled community manager bridges the gap between a brand and its audience, transforming followers into advocates.
Where Does Community Management Fit into Marketing Campaigns?
Community management plays a vital role in every marketing campaign stage, including but not limited to:
- Brand Awareness: By actively engaging with community members, brands amplify their visibility and create a lasting impression.
- Social Media Presence: Consistent interactions on platforms like LinkedIn and Instagram build a robust and relatable online identity.
- Establishing Trust: Transparent communication fosters trust, making audiences more likely to advocate for the brand.
- Research and Sentiment Insight: Community managers can gauge public sentiment, identify pain points, and gather valuable data to refine marketing strategies.
- Positive Associations and Referrals: A strong, engaged community often leads to organic referrals, as members share their positive experiences with others.
By integrating community management into campaigns, brands can achieve a deeper connection with their audience, leading to sustainable growth and loyalty.
How Does a Strong Community Look?
A thriving community isn’t just active—it’s vibrant, inclusive, and self-sustaining. Here are the hallmarks of a strong community:
- High Engagement: Members actively participate in discussions, share content, and interact with the brand and each other.
- Peer Support: Community members collaborate and assist one another, creating a sense of belonging.
- Brand Advocacy: Loyal members become brand ambassadors, promoting the business organically.
- Safe and Inclusive Spaces: The community fosters respect, inclusivity, and open dialogue.
- Sustained Growth: The community continually attracts new members while retaining existing ones.
When managed effectively, a community becomes more than a marketing tool—it becomes a place where users want to return and can go a long way toward long-term success.
Conclusion
Community management is more than a strategy; it’s a commitment to fostering genuine relationships.
Whether creating a safe space for dialogue, amplifying brand awareness, or gathering invaluable insights, community management is essential for businesses looking for a deeper connection with their audience.
