What is Community Management?
Community management is already all that the community manager enters in terms of skills, but beyond that, it is all the actions that aim to promote, to make visible, to engage, to animate etc … Web communication.
Not all community managers necessarily have the same skills.
When it is necessary to go through an agency, it will present its needs and objectives, and the community manager (or several) with the required experience will be mandated on the mission (s).
We can see that the CM is considered the handyman of the web, the Swiss knife of the Internet etc …
What are the main tasks in community management?
What kind of mission can be set up under the guise of community management? A large number of missions, which for the most part are linked to online communication and more particularly to the search for visibility and commitment.
Create a website/blog
If creating a blog was a task much more readily attributed to a webmaster, it may happen that a community manager is mandated to create a website coupled with a blog.
Let’s recall the difference between the site and the blog: on one side you have the site that will be the static part of the company and on the other the dynamic part that will be the blog.
It is on the blog in part, that the community manager concentrates on producing content. This content will be worked through the SEO axis, to allow the various articles written to get a good positioning on search engines, including Google.
We could already discover here many skills brought back to the editorial community management.
Producing content is not only related to the editorial aspect. It is a question here of a set of elements that can be associated: text, image, sound and video. By working on these different points the community manager must have skills beyond the simple drafting.
Because video editing is a specialty in its own right, some community managers more oriented to creation could work on projects that are more specialized.
Write content (articles)
The editorial staff is thus limited to the articles written by the community manager. These articles will mainly feed the blog or certain social networks, and will require or will lead to other skills, like the work of the visuals to insert in its contents.
Optimizing an image under photoshop and giving it a little attraction by working on it, requires at this stage to know Photoshop in its basic functions.
No need to be an expert on Photoshop contrary to what is sometimes heard. It is a powerful tool and at the same time complex if it is pushed into its intrenchments!
SEO and SMO
The article writing is a discipline integrating the concepts of optimization in terms of SEO. If you write a value-added article, it is also to position it and allow it to trustee the first places on Google.
We talk about SEO at first, and SMO (Social Media Optimization) when it comes to optimizing its content for social networks so that it generates traffic for its blog.
SEO is a very important skill to acquire for the community manager. It’s about mastering the main lines if you want to position yourself on a search engine like Google.
Define the communication strategy or digital strategy
If one speaks more readily of corporate strategy in general, in terms of communication and more precisely within the digital sphere, it is a matter of defining a set of actions to achieve a result.
This result itself results from a set of objectives to be reached, such as visibility, subscribers, positioning, conversions, etc.
All community managers are not strategists, but more of the executives. Independent CMs and CM working in an agency are able to define a digital strategy and deploy it on social networks.
Social media actions in community management
They include all actions using social networks, the use of many tools and everything that is assimilated to promotion via the internet. We place here campaigns, quizzes, animation of accounts, pages, search for commitment, etc …
The need to master social networks and their codes of use should be noted.
The community manager will then know many tools enabling him to promote his actions.
The mechanics of competitions should be familiar to him, as well as the many tools allowing the sharing of posts, the tracking of his actions etc … All these actions are the core of his work, knowing that community animation and Commitment are among the main tasks of the CM.
Master the main tools in community management
In community management, we need competent CM in the use of many tools:
- Platform Ads
- E-Mailing ….
Faced with these actions, we can place in front of many solutions and tools to enable the CM to be more efficient and productive in its tasks.
Ensuring a watch coupled with a curation
Watch is essential in community management. It will help you to study the competition, help you rebound on the news, offer you guidelines in terms of writing etc. It is generally coupled with curation to classify and organize content according to topics for example.
To do this we use a dedicated tool that is usually ScoopIt . The eve can be done via tools like SocialShare, Feedly, and many others. We can add tools of notifications, alerts on keywords etc …
The list of tools can be long on the eve, as it can also get closer to listening social media (listening to social networks) to know what is said about us! In this respect, there are very specific solutions.
Implement performance indicators
Here is an indispensable point if we want (at least) to follow its actions and see how they evolve. Performance indicators or KPI can be many depending on what you want to evaluate in relation to your goals.
This will ensure the follow-up of the work of a community manager and see how its actions will bear fruit.
A simple shortcut of links will allow you to track clicks on your publications, tools like MakeMeStats will give you sharp indicators on social networks, with the possibility of comparing your commitment and that of your competitors.
Conclusion on community management
It is sometimes useful to distinguish community management as a set of actions, from the community manager who is not able to respond to all these actions.
If community management can easily identify everything that can be done via the Internet, it is essential to find the right community managers to perform specific tasks.
Agencies specialized in community management typically include several CMs. By having various skills at their disposal, they can better respond to the requests of their clients.