Seems that a lot of people are under the impression that all community managers have to use social media.
Social media is one tool. It’s one of the many tools available to marketers, community managers, PR professionals etc. It is not a requirement for all roles that a community manager could possibly take on.
On twitter, I had a long debate with Alana Joy on this topic. This discussion led to this post on the ever insightful social media explorer. This is my response to the twitter debate and that blog post.
We’ve cast this term “community management” over an entire range of roles and responsibilities. Honestly, most of this debate could probably be settled with better defined roles within the “community manager spectrum”.
There’s so much more to it just than social media outreach and engagement. Today’s community manager might be responsible for anything ranging from customer service to marketing to event management and the list goes on.
Can social media help all of these potential roles? I don’t know…maybe it can. Is it required in order to be successful in each of these roles? Nope…
Debate the semantics of social media all you want but for the purpose of this discussion, we’re talking about the twitter and facebook type sites…not email, forums etc…
To give you an example, I spoke with my friend Justin, who has several years of community manager experience and is currently the community manager for Change.org. Here’s Justin’s take:
“I focus primarily on internal communities. Turning “owned communities” (an ugly term for “on my site”) into rabid evangelists who love the people who are there as much as where “there” is, will defend it, contribute to it, and go out on a limb for it. Managing, engaging and leveraging “owned” communities vs. external communities are two distinct skill sets. Both are needed, just like you have “PR” and “Advertising” as two separate but related industries. Internal communities and external communities are two different beasts, meet different business needs and have different tool sets.
One of the communities I managed was a casual gaming site. My goal was to take the community that we had (~400 people when I was hired) and turn it into an asset, there is good competition in the gaming community, so trying business in the area has to be done in a smart way. The community produced content, moderated our forums, ran tournaments, produced plugins and dealt with cheating, abuse and customer support issues. My job was to manage the community we had and to leverage the shit out of it. It was someone else’s job to do user acquisition, but once they were on the site, they were mine.
Am I a social media expert? Far from it, and I’m ok with that. I don’t use it in my day to day job because it’s not my primary value driver at this point. Is it incredibly valuable to many many organizations – most definitely. Will I ever need it? Maybe. Will I definitely need it? Probably not.”
Justin’s full response can be found here.
Justin doesn’t use social media in his community management role because it doesn’t make sense for his objectives.
When looking for the community manager that I’d like to achieve these kinds of goals I’d look for someone who:
- Understands the userbase and the content related to the userbase.
- Can create a platform where members of the userbase can interact and connect effectively.
- Can effectively engage with users.
- Understands the advantage to the company of turning a userbase into a community.
- Can organize events and projects to strengthen the community.
…none of which require the use of social media.
It’s easy to think that social media is ubiquitous to those of us who spend hours and hours on these platforms every day. In reality though, even with their enormous stats, not everyone is using social media and those who do aren’t using it as religiously as one might assume.
It’s definitely popular and it’s definitely a growing trend, but to call it a ubiquitous form of communication is ridiculous.
So before you blindly slap on “social media expert” on your next community manager job description, take a serious look at what you’re really trying to build.
Have at it.