Doctor SpinDigital FirstSocial Media CommsA Community Manager's Job Description

A Community Manager’s Job Description

What exactly falls “under the jurisdiction” of community management?

‘Community Manager’ is an increasingly popular job title.

I think of the community manager (also known as social media manager) as a classical conductor dedicated to showing the online community (the orchestra) how to get in sync, never through force or coercion, but by using the magical powers of suggestion alone.

So, what exactly falls “under the jurisdiction” of the community manager?

I’ve outlined several typical responsibilities here:

  • Develop- and drive the inbound marketing strategy.
  • Adapt corporate messaging for social channels.
  • Manage online influencers and secure magic middle collaborations.
  • Transform social media channels into customer experiences.
  • Set up landing pages and compile lead magnets.
  • Drive traffic, interest, leads, and sales to landing pages.
  • Monitor the online community proactively and reactively.
  • Analyse and optimise for increasing relevant online conversions.
  • Run the email marketing- and the autoresponder program.
  • Strategically manage followers on social media.
  • Manage online reactions on owned, earned and paid platforms.
  • Deal with online trolls and handle online issues management.
  • Continuously evaluate and report on community reactions.
  • Manage and engage the brand’s true fans.
  • Prepare and manage any online crisis.
  • Manage online customer service when it appears within social networks.
  • Train executives and specialists on how to use social media.

The above scopes of work are some of the most important public relations activities.

The Community Manager Appreciation Day

Many community managers I talk to tend to have this one thing in common. They often feel underappreciated. No wonder the profession has its own day every 4th Monday of January — the Community Manager Appreciation Day.

Bonus Resource: The Follower Contract

The Follower Contract

Dear brand,

  • Yes, I’m now following you. Congratulations (to you).
  • I followed you based on what you’ve demonstrated in the past, so don’t be surprised if I’ll stop engaging (or unfollowing) if you do other stuff.
  • You now have my permission to provide me with the type of content that first attracted me to your brand.
  • Any potential involvement on my part will be determined by me, the follower, on a future case-by-case basis.
  • My follow is not a ‘payment’ for your past accomplishments; my follow is an ‘advance payment’ for what I expect from you in the future.
  • It would be best if you always presupposed that I’m interested in myself and my friends first and then, maybe, in your brand.
  • Until we part ways, I expect you to be clear about my potential involvement in your cause.

    Best regards,
    Your new follower

    Learn more about follower contracts.

Bonus Resource: The Grown-Up Tonality

The Grown-Up Tonality

An organisation is the total sum of all its coworkers. Imagine taking the most mature traits from each one and combining them into one voice — the Grown-Up Tonality. How would a grown-up reply to a challenging question?

  • Listening. A grown-up understands that everyone must be allowed to express their thoughts and opinions.
  • Balance. A grown-up can see (and respect) both sides of a divisive question.
  • Integrity. A grown-up is confident in their chosen strategies and acquired abilities, not because they’re perfect, but because they are grounded in their actions.
  • Extrapolation. A grown-up will take their time to explain (and appreciate) complex situations without resorting to over-simplification.
  • Humility. A grown-up is comfortable with the fact that no one can have everything completely figured out and that we all have some learning and growing to do.

    Learn more about The Grown-Up Tonality.

Cover photo by Jerry Silfwer (Prints/Instagram)


Jerry Silfwer
Jerry Silfwer
Jerry Silfwer, aka Doctor Spin, is an awarded senior adviser specialising in public relations and digital strategy. Currently CEO at KIX Index and Spin Factory. Before that, he worked at Kaufmann, Whispr Group, Springtime PR, and Spotlight PR. Based in Stockholm, Sweden.
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