Community manager – Useful for your business?

Community management holds a prime position in establishing a company's marketing policy. It is a profession that proves its worth when it comes to gaining visibility.

The role of a community manager is to:

– Build relationships

The Community Manager is the person who will build solid relationships with your followers. They will bring those followers together around one of your social networks and thereby create a community around your company or association.

Their role is extremely important, as they help renew the trust and appreciation your customers have for you.

– Animate and moderate social media

Social media is time-consuming; depending on the number of networks you plan to publish on, it can very quickly become a full-time job.

The community manager will monitor your audience, engage with it, and take action. The people seeking contact with your company must be treated with care.

The community manager ensures that your company remains visible at all times, re-energising your community when it tends to forget about you. They are also a first point of response when users encounter issues with your products, redirecting them to customer services or providing initial answers.

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– Listen to your community

The Community Manager gauges your e-reputation — the image internet users have of you.

Online, it is generally the voice of the discontented that carries the furthest. The role of the Community Manager is to attempt to balance the conversation by giving greater visibility to satisfied users and trying to act on behalf of those who are not.

Bear in mind that if the CM counts on your community, the community in turn counts on them to make its voice heard by the company — by you. These interactions help you understand your customers' expectations and make certain adjustments.

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– Act on the company's SEO

Google is hungry for content. The more it can crawl, the more your search ranking will benefit. The activity carried out on social media to raise your profile will inevitably have an impact on your SEO and your website's traffic.

The community manager establishes a digital strategy.

Before diving headlong into the world of social media, it is essential to develop a digital strategy, plan a publishing schedule, and define an editorial line. Without these, it is easy to lose your way and lose your community along with you.

Why hire a community manager?

– Managing social media: more complex than you think

To manage your social media effectively you need to:

• identify the social networks that represent an opportunity for your business
• develop a content strategy tailored to each social network
• find the tone of voice to adopt based on your target audiences
• draw up a strategic editorial calendar

From an operational standpoint, you also need to:

• create specific content in different formats (text, photo compositions, video…)
• manage your relationship with clients/prospects and build a sense of closeness with them to foster loyalty, etc.

And finally you need to:

• organise competitions to drive engagement around your business
• run advertising campaigns on social media to grow your community
• …

Suffice to say, there is plenty to keep you busy! Social media is a genuine full-time job. A good community manager possesses not only strategic, technical, editorial, and interpersonal skills, but also knowledge of graphic design and a great deal of creativity.

– Managing social media takes time

Most social media tasks can be automated, but you still need someone behind the screen from time to time to:

React to current events

Jumping on trending news is a great way to gain visibility on search engines and bring yourself closer to your community. For it to work, you need to be reactive so you can respond before the internet moves on to the next thing.

Respond to users

Social media allows users to interact directly with a brand. Even if they are not intended to be your customer service channel, you will certainly be called upon from time to time by users asking questions. The faster you respond to them, the more satisfied those users will be, and the better your brand image will become.

Monitor your e-reputation

​Users use social media to express their opinions about brands. Keeping even a basic watch on what is being said about your company allows you to:

• identify its strengths and weaknesses
• better understand the expectations of your market
• re-engage a dissatisfied customer by opening a dialogue with them.

To be useful, your e-reputation monitoring needs to be analysed regularly. Ideally, your CM should monitor your e-reputation on an ongoing basis. This will also allow you to measure the fallout from any problem related to your company.

Do human-to-human

​Doing H2H means creating a close relationship with your community by engaging in conversation with it.

This makes a big difference. Brands that take the time to talk with their communities tend to achieve a much higher engagement rate on social media than those that simply broadcast content. As a bonus, it helps build loyalty within your online community.

Animate all your social media channels

The more social media profiles you have, the more time you will need to manage them properly and get the most out of your presence. Also bear in mind that your community will gradually grow, resulting in more interactions and so on. You will therefore have more and more work to do.

So, are you really sure you can handle everything in-house?

– A Community Manager is productive

The community manager is a web professional. In addition to knowing their job inside out, they are also familiar with a multitude of tools that save time and simplify the management of your social media. Thanks to these, a CM has unmatched productivity compared to a newcomer.

What's more, the CM will instinctively know what kind of content will perform well on any given social network.

The community manager has an in-depth knowledge of web codes and tools, which allows them to work quickly and effectively.

Hiring a community manager is an option well worth considering if you want to increase your visibility on the web.

Would you like help managing your social media? Get in touch with us as soon as possible — we will advise you according to your objectives!

Would you like help managing your social media?

Do not hesitate to get in touch with us as soon as possible — we will advise you according to your objectives!