The driving initiative in digital marketing is building relationships and that can take on various forms throughout the whole marketing process. Community management is often a term people confuse with social media management even though the term carries a totally different workload from the normal maintenance of social channels. Community management involves adding a human touch to your online communication. Adding an element of empathy to your business can help create a communal bond between your brand that is necessary for brand reputation.
While social media management revolves around being a moderator, upholding the social image and delivering great content, the social management role creates communities, encourages discussions, and gives the end user an actual human representative to relate to. By nature when humans find communities they like they are inspired to share that community with others. Some companies have established huge forums where communities congregate to share ideas, help each other with troubleshooting issues related to company products and even share ideas of new product innovations. These are all useful updates companies can take note of.
Community management looks beyond the huge engagement numbers and the rate of content produced and instead focusing on more qualitative measurements and how each mention relates to the big picture of the brand. Social customer service is important to a brand trying to stay afloat in the torrential waters of brand opinions. Effective community management requires effective social listening skills and understanding the appropriate times to respond and engage with an audience base.
Building a social community also requires scouting new people to add to that community and engaging with other well-known social hubs outside of social media. For example, a software development company may put to task a community manager to engage with customers on popular software forums or platforms like Github to share expertise and continue position that brand as an authoritative figure on the market. These are the first lines of influence for a company and can set the tone for the guidelines and behaviors for other brand advocates to follow.