You know exactly what makes a social media manager and what is the difference with a Community Manager ?
Well, actually they are not alone in this dilemma that arises in the thin line that separates and simultaneously defines these positions , since even to the specialists have difficulty defining this role .
Regarding this earlier, I mean I have also reviewed several publications Linkedin to analyze these positions and I can confirm two things:
1- There is a growing fragmentation of the original post Social Media Manager and Community Manager , which generates a proliferation of dozens of new titles such as one already well known: Social Media Strategist. But now also begin to resonate some others like: Social Media Planner, Social Media Content Manager, Social Media Digital Content Editor, Digital Community Manager, Corporate Community Manager, Traveling Community Manager, and as such, more and more profiles can fall off and dissecting the work of the “original”.
2- Despite the different labels, when the job description, the responsibilities fall into two main groups: operational and strategic . Companies used interchangeably Social Media Manager or Social Media Strategist, to describe the role responsible for the decisions made at the strategic level across platforms. Community Manager , Digital Community Manager and its “etceteras” is the end, who will oversee the operative portion of this formula.
Then, beyond all these new roles, there is a reality: these positions are only open in large, huge companies , advertising agencies, newspapers or media agencies that have a budget, volume of information, resources and communities so merit . So who are the other side of that reality, these titles are too large and extravagant.
The common case, an SM Manager / Strategist or CM would be a character from the office or working remotely from home, as follows:
Surely, many of those who are reading these lines, perhaps now hold own Social Media Manager tasks without knowing it . Is that precisely this is the reality of most Community Managers or owners of their own business, entrepreneurs, bloggers, and many people who somehow try to use social networks to link your company, brand, product, project or Ideal a certain audience , to create a community and that it obtain sales, subscribers, fans, “recommenders”, volunteers, etc.
You say: ” It is clear the confusion, but … Is there no definition or clarification then?”
Yes, there is . Now we turn to the “theoretical” part.
Here we go! Yeah!
As well we said at the outset, the SM Manager has a role primarily involves him in the “macro” social media decisions . The one on one with users is something proper to the Community Manager , so I managed to filter out certain tasks were mixed , and put together the following list of those that fit the SM Mger, rather than the CM.
So far then, is what we can say is typical of a SMM, leaving for the Community Manager in general terms, the mission to build, manage and administer a community on the various social media platforms, with the aim of establishing and sustain a lasting and reciprocal relationship with it.
I drew the following list, in the Manifesto of Community Managers created by Tim McDonald and colleagues.
Probably, that escape me something, but this would be the result of filtering some two profiles. Surely, many are concluding that most performs both tasks, both SMM and the CM, but at least we can now tell which corresponds to what
You see, several skills are shared by both roles, but the focus is elsewhere. If you wish to review some examples of ads by Linkedin, here are these links:
Beyond the tasks, it is important to know what personal characteristics should be the person who will interact with the community and / or plan the strategy for the development of it. Here we put together a summary of the skills that are mostly required for this position:
Undoubtedly, one of the keys to being more productive is the use of tools and apps that we avoid being involved in tasks that are important and necessary, but also fall to be repetitive and can safely be automated . That is why I approached excellent choices to begin to optimize performance:
1- this article in which we show the “step by step” how to use this feature.
2- SocialMention : is a tool that allows checking trends and mentions through Twitter and the web. Ideal for monitoring brand.
3- Quintly – Spring Metrics – SocialBakers : are specialized platforms in analytical , providing reports of talks, performance, campaigns, keywords, landing pages, SEO, email campaigns, among other virtues.
In addition to tools also you need to organize content: if you run a blog, remember that putting together a schedule of content , is the key to ensuring its success, and who will go . Be sure to check this article , in which we show you how to create one.
As well we include in the job description of #communitysocialmediamanager, create pages and constantly optimize them requires knowing the dimensions of the images used in each of them , either for the cover, profile picture, or so it is for the timeline or news section when it is placed content. Do not forget to check the complete guide of measures to date to 2014 social networks.
I do not know if they knew, but very recently, that of Community Manager, “Round Table” was created and annually make conferences in which representatives of charges of SMM and CM, meet to discuss the past, present and future, both of these roles, as the field of social media.
In one of these events he was asked the CM and highlights SMM to write one piece of advice they would give to another colleague who has just begun. Responses were collected, filtered the most repeated, matches were sought, and conclusion were the following 13 points:
1. Always updated strategy and plans thinking about where will your community here one year.
2. Leave the computer and talk to your fellow colleagues.
3. Do not take your position or others too seriously. (there are very strange people)
4. Check admits a mistake and reset.
5. Go slow, crawl, walk and then run. Do not assume that everyone understands everything.
6. Have a sense of HUMOR
7. Make the word “collaboration” a verb, not a noun. It is not a destination, but a mentalidad.-
8. Just breathe!
9. The numbers will make you free. Hold them !
10. To govern is not a dirty word.
11. Do not do everything alone. Seeks allies.
12. Be patient and persistent.
13. Investigate other communities are doing well, and seeks inspiration in them.
For further advice they need some “numerical love / statistic” I share with you an excellent infographic of 9clouds posed by the situation in the field of social media for this new year with a couple of data that can help polish strategies planned for this year:
We can conclude that although in real life there is hardly a pragmatic division of both roles, we could say that in theory, the task of Social Media Manager is directly related to the strategic decision-making: from the selection of the platforms What presence will, what communication style and type of content will be shared, what steps will be taken in a crisis of reputation, to analyzing results for reorienting or not the current strategy.
The Community Manager, on the other hand, is the representative of the brand and who approaches this community. It is also the user representative for the company and who can provide insights and views you get from them.
It is clear that the larger the size of the company and the budget available for the field of social networks, the greater the chances that different individuals and teams can take on different roles.