Does a Community Manager need to be a leader?
I asked this question and god a lot of different views after a really insightful conversation with Teresa Basich on twitter. I think that leadership CAN play a role in community management in a number of ways, but it is not a pre-requisite.
When talking about something as broad and undefined as “Community Management”, you’re going to get a lot of varied angles.
The Community Manager can be a leader in the space.
When I think about this, I think about people like DJ Waldow, the Community Manager for Blue Sky Factory. People view DJ as a leader in the email marketing space and so his participation in the “email marketing community” will drive potential customers to their service.
I think about people like Andrew Hyde who until recently was the Community Director for TechStars. Andrew has become a leader in the startup space, starting projects like Startup Weekend (which is so awesome), and so by participating in the start-up space, he drives more recognition and credibility to TechStars.
This obviously isn’t all they do, but I see it as a big part.
If your Community Manager is a recognized leader in the space, their influence can really help your brand. Imagine if Seth Godin emailed you, personally asking you to write about his project on your blog. Chances are, you’ll give that email some real consideration.
The Community Manager can be a leader for the brand’s community.
When I think about this role, I think about Ryan Paugh, the Director of Community for Brazen Careerist. Ryan is extremely active within the Brazen community. He drives conversations, acknowledges loyal users and is constantly interacting. He is the leader of the Brazen community in my eyes.
This gives the community a central person to turn to with their feedback, and questions. It gives a face to the brand.
The Community Manager should be a leader within the company.
See Andreana Drencheva’s post that reminded me of this one.
This is an important one. I think that whoever is driving your company’s community efforts should be a leader within your company.
They should be someone who has the authority to make decisions and influence other decision makers.
They should be someone who can take the needs of the community and implement them quickly.
They should be a leader in the company because when they interact, it makes the customer and community feel more entitled. It lets the community know that you care about them. If your intern is talking to me on twitter, I feel a lot less connected to your brand than if I’m talking to the CEO.
With that said…
I don’t think that the community manager absolutely has to be a leader. Or at least, there are different ways to look at it. I think one great method is the “Lead from behind” method (Thanks Alexa). It’s about understanding what drives a community and providing the resources for it do grow. It’s about identifying the natural leaders in your community and letting them lead.
A Community Manager might have more “behind the scenes” responsibilities, depending on their goals. If they’re more strategy focused, they may just need to be savvy in putting the pieces in place. They may have more of a marketing focus, working more on campaigns.
What’s your take? Does a Community Manager need to be a leader?