Any platform that acquires great importance for companies, develops a specialized person for its management. Social networks do not escape this process and have become, in recent years, essential tools for the positioning of brands both on the Internet and in the daily lives of their users.
As it was expected, The need to hire a person in charge of the proper functioning of these platforms became vital and thus the community manager was born as an important branch within digital marketing. To understand what functions a community manager performs and why you should hire one for your company, let’s first start by understanding its definition and what this term specifically refers to.
What is a community manager?
Etymologically, the word community manager refers to an administrator of virtual communities. Its name in English has become popular in the world of social media and surely any digital marketing agency will offer you this service, due to the great boom it has had in recent years.
Conceptually, A community manager is a person dedicated to the management, construction and administration of the different types of content that you want to publish on social networks. This is a person who maintains and defends the relationships of companies with their clients in the digital field. Based on this, they know the organization’s objectives and act accordingly to achieve them.
Although a community manager must possess a set of intrinsic qualities, such as empathy, ingenuity and creativity, He is also a person who has extensive knowledge in writing, content research, use of keywords, strategy design, process management and the use of 2.0 tools.
Why should you hire a community manager for your company?
They humanize the relationship with your clients
One of the main tasks of a community manager is to attend to and lead the online presence of brands, also being in charge of the customer service that they need to carry out through their social channels. Let us remember for a moment that between companies and their clients, social networks constitute a communicative bridge, where dialogue and the exchange of knowledge coexist.
The community managers Under certain corporate guidelines, respond to comments and messages that people send, either to clarify doubts or give opinions regarding a service and/or product. For clients or people who are on the way to becoming clients, this personalized gesture is very important because it makes them feel that they are heard and taken into consideration by another person.
In this sense, a community manager is responsible for humanizing the relationship with your clients and making it closer, personal and pleasant. Thanks to this work, customers feel reciprocated and trustful of the brands.
They publish valuable content for your company
Although a community manager has key guidelines on how your content should be structured, Among its main functions is also to investigate the best content to publish on your networks and adapt it to each of them. Social networks demand a hectic pace of publication, especially on platforms like Twitter and Instagram Stories. Even if you choose not to post every day, when you do, the update should be quality.
A community manager with the right tools is a person trained to find relevant topics that relate perfectly to your social communication strategy. It will investigate new content ideas to develop in your company, either through an analysis of competition or market trends, but without escaping your editorial guidelines.
It is well known that there are multiple tools to program content on social networks in the short and long term. A community manager is not a machine that will always be at your disposal 24 hours a day, 7 days a week. So among your skillsIt is also found, knowing at what time and through what tools, and scheduling content on your social networks. It is very common to be presented with content grids, which give you a broad overview of what exactly is up for publication (copy), on which social network, at what time and under what conditions.
They know your target audience
A community manager knows exactly what your followers’ tastes are, what they like to see, read and hear from you. Not only because they have studied in depth what your mission, vision and objectives are as a company, but they are constantly interacting with their audience and getting to know them more and more. The most important thing is that hiring a community manager will allow you, little by little, to equip your buyer personas using the information they collect from your clients.
A buyer’s persona is a profile that describes in depth what characteristics your potential clients must possess to consider them qualified sales opportunities. In that sense, A community manager will be able to accompany you during this process of knowing and appreciating how your followers think and act, which is vital to generate a lasting relationship with them and meet their needs in every way: not only through products and/or services but also through valuable content and personalized attention.
Manage your metrics
Within the organizational world, it is well known that what cannot be measured cannot be improved. In this sense, obtaining metrics regarding the progress that your digital marketing strategies have had on social networks is essential to know what your mistakes and successes have been along the way. Publishing on social networks without having prior planning that indicates the objectives and metrics that you want to observe such as: number of followers, number of likes, number of shares, number of interactions, etc., is a mistake that you cannot make. It’s like walking in a turbulent sea without a compass to guide you.
In this sense, a community manager will not only help you in your process to achieve these metrics, but It will also present you with reports on your progress weekly, monthly or semi-annually so that you have a much broader overview not only of the work that your entire marketing team has been performing, but also of the impact that your content strategies have had. So a community manager will guide you and go hand in hand with you in this process. If he understands very well what you want to convey with your brand, he will be able to establish the correct KPIs, interpret them and decide which ones are most appropriate.
As you have seen throughout this article, hiring a community manager for your company is essential to successfully carry out your marketing strategies on social networks. It is an ally that has the professionalism that your company deserves to materialize your objectives in terms of the relationship you want to establish with your communities of followers and, at the same time, readers. Hiring a community manager for your company is an investment that in the long term, you will see great results.
