Community Management – Steven Shattuck
Community Management vs. Social Media Management
Sep 22, 2014
Two trendy job titles have emerged in the marketing world that evoke equal parts reverence and confusion. Many businesses who haven't already hired either a Social Media Manager or a Community Manager are scrambling to post these openings on their job boards as social media becomes a more integral aspect of their marketing mix. Unfortunately, these two starkly different roles are typically seen as interchangeable, leading to role confusion and strategic mishaps. Here is a breakdown of what both roles really are.
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Community Management – Steven Shattuck
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Agenda »» Community vs Social Media Management» Tasks» Success» Q&A
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Community vs.
Social
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Community Manager »» Manages customer relationships» Facilitates internal communication» Strengthens partner/vendor relationships» Public face of the business » Hosts events on company platforms» B2C
Personal – PR/HR/Services (Soft KPIs)
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Social Media Manager »» Manages corporate social media channels» Demand generation and brand recognition» Plans/executes campaigns» Listens, monitors, analyzes» Generates leads and moves them through cycle» B2B
Brand – Sales/Marketing (Hard KPIs)
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The difference »» Community Managers use social media, but do not typically manage all brand accounts.» Community Managers typically focus on customers, not prospects.
» Social Media Managers are not automatically Community Managers.» Social Media Managers typically focus on leads, not customers.
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The difference »
Source: Vanessa DiMauro, Social Media Today
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Social Media Community Manager?
wut
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Examples » COMMUNITY
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Examples » SOCIAL MEDIA
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Examples » SOCIAL MEDIA
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Examples » SOCIAL MEDIA
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Examples » TEAM LAYOUT
Director of Marketing
Social Media Manager
SM Specialist
SM Specialist
Intern
Community Manager
Intern
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Tasks » COMMUNITY » Travel to / speak at events» Publish original content (blogs, videos, webinars)» Respond to customer complaints/concerns» Curate U.G.C.» Share customer praise» Share company news
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Tasks » SOCIAL
» Post updates» Run contests» Listen for brand mentions» Facilitate discussion» Distributes content» Track conversions» Monitor analytics and report
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Success » LOOKS LIKE
» Community : reputation / sentiment / awareness» Social Media: traffic / conversions / leads
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So What Do We Do? »» Social Media is a delivery system for our content.
Tweet • Demand Generation
Blog Post • Content Marketing
CTA/Landing Page
• Conversion
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So What Do We Do? »» We monitor our brand signals (reputation management) and look for business opportunities (lead generation).
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Success »» Did a social update/campaign generate a meaningful interaction?
– Webinar registration– Content download– Email signup– Direct communication (email/phone/DM)
» Did a social push increase our brand standing?» Did monitoring identify a lead, partner or employee? A fire to put out?
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Tools »» Editorial Calendar» Buffer» Twilert» Google Analytics / HubSpot» Native social network analytics (YouTube/LinkedIn/Facebook)
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Content »» Facebook: employee/internal news (videos & photos)
– 3x a week
» Twitter: 1/3rd our content, 1/3rd friend content, 1/3rd conversation– One tweet every hour 7am-7pm– 2 blog posts, 2 landing pages
» Google+: our thought-leadership– 1x a day
» LinkedIn: our thought-leadership + recruiting + company news– 1x a day
» Pinterest: infographics» Instagram: photos around the office» SlideShare: our presentations» YouTube: our videos
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Best Practices »» Tag author of content» Share successes and praise» Automate to save time» Respond quickly to complaints» Don’t feed the trolls» Measure channel effectiveness» Promote employees and partners» Followers don’t matter, only leads/customers
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Questions?
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