smwLDN: Why Your Social Media Manager Should Not Be Your Community Manager
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It is becoming increasingly popular for companies to hire one person to act as both social media manager and community manager. Well, they do the same thing, don’t they? No, they don’t. In the session conducted as an independent event of Social Media Week London 2015, Christie Fidura, President of community management consultancy The Perfect Circle, explained that although these jobs share some identical traits, it takes 2 different types of personalities to do each role successfully. Community managers are proficient at social media, using it to locate, engage, nurture, build and even manage Community. But this is not the same as developing, launching, and monitoring social media campaigns. Not only does this create conflict within the individual performing both roles, it also carries the very real risk that neither job is being performed satisfactorily. This deck addresses the clear differences in the responsibilities, goals, objectives, audiences, and even metrics of Social Media Management and Community Management, helping organisations understand the benefits of splitting them to deliver stellar programmes.
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smwLDN: Why Your Social Media Manager Should Not Be Your Community Manager
- 1. 1 Person/2 Jobs: Why Your Social Media Manager Should NOT be Your Community Manager Christie Fidura #1Person2Jobs WiFi: CampusGuest
- 3. The Social Media Manager • Brand Engagement – Raises awareness of the brand, product, company – Grows the fan base – Increases the social footprint – Generates buzz – Gets responses to the call-to-action Primary Goal: Broadcasting #1Person2Jobs @cfidurauk #smLondon
- 4. The Community Manager • The Human Connection for the Long Term – Builds, manages and grows relationships with the Community, Fans and Customers – Creates value for the members – Liaison between the Community and the company – Spokesperson for and to the Community Primary Goal: Engagement #1Person2Jobs @cfidurauk #smLondon
- 5. Great Communities Contribute Community Members Awesomeness 1M Connects enthusiasts worldwide Saved brand from near death Continuously improves product line 150,000+ 300+ innovations incl. free WiFi 14M/monthly visitors Information exchange Campaigns Product reviews Competitions Community Guides Tips #1Person2Jobs @cfidurauk #smLondon
- 6. Great SM Raises Awareness Campaign Metrics Awesomeness 1.2M FB videos 2.2M Twitter mentions Raised $115M 125,000 Posts 96% positive or neutral sentiment 16M Views Mentions on Mashable, Forbes.com, CNET.com #1Person2Jobs @cfidurauk #smLondon
- 7. EQUALLY IMPORTANT TOTALLY DIFFERENT #1Person2Jobs @cfidurauk #smLondon
- 8. Different Audiences #1Person2Jobs @cfidurauk #smLondon Social Media Manager Fans Customers Community Managers Customers Members
- 9. Different Objectives #1Person2Jobs @cfidurauk #smLondon Social Media Manager Connect the Fans & Customers to the Brand Community Managers Connect Your Customers to Each Other Around the Brand
- 10. Different Goals Social Media Manager • Raise Brand Awareness • Reacts to UGC • Like/Share/Comment • Rapid Growth • Burgeoning Loyalty • Evangelism Community Manager • Sustain the Brand • Encourages UGC • Mutual Support • Steady & Sticky Growth • Deep Loyalty • Evangelism #1Person2Jobs @cfidurauk #smLondon
- 11. Different Methodologies #1Person2Jobs @cfidurauk #smLondon Social Media Manager Push Build Followers Community Managers Pull Build Community
- 12. Different Metrics - SMM Engagement Reach Amplification SentimentConversions ROI #1Person2Jobs @cfidurauk #smLondon
- 13. Different Metrics - CMGR Membership Visitor to Registration Engagement Over Time Progress towards Objectives Community Health Loyalty Customer Satisfaction Response Times #1Person2Jobs @cfidurauk #smLondon
- 14. Membership Needs More #1Person2Jobs @cfidurauk #smLondon Moderation Rules & Objectives Best Practises Product/Corp Feedback Member Connections
- 15. STILL NOT CONVINCED? #1Person2Jobs @cfidurauk #smLondon
- 16. C&A: 4.5M Likes #1Person2Jobs @cfidurauk #smLondon
- 17. 257 Comments Divided by 4,357,459 = 0.0059 % interaction (or 1 interaction per 59,000 fans) #1Person2Jobs @cfidurauk #smLondon
- 18. HP: 3.7M Page Likes #1Person2Jobs @cfidurauk #smLondon
- 19. 127 Likes Divided by 3,738,893 = 0.0034 % interaction #1Person2Jobs @cfidurauk #smLondon
- 20. Social Can Lead to Membership #1Person2Jobs @cfidurauk #smLondon
- 21. It’s All About Momentum “The more people like, share and comment on your post, the more their Facebook algorithm is updated, and the more your posts are highlighted on a day to day basis. It’s a momentum game and it’s best to keep them occupied by constantly evoking or even provoking full conversations.” Mendy Gensburg #1Person2Jobs @cfidurauk #smLondon
- 22. Engagement Trumps Likes • Facebook is cracking down on superficial likes – They’re counting your engagements • And, more engagement means more brand awareness – Keeps your brand at the top of your mind #1Person2Jobs @cfidurauk #smLondon
- 23. Engagement Builds Community #1Person2Jobs @cfidurauk #smLondon
- 24. Doing Both? Do It The Phil Way: #1Person2Jobs @cfidurauk #smLondon Set Clear Goals Adhere to Metrics Align Goals Separate Content Calendar Weekly Outreach 30% Listening Evangelise Protect Members Avoid Burnout
- 25. Thanks for Listening! • If you want to know more… – Follow me @cfidurauk – Join #cmgrLDN & subscribe to the Newsletter • www.WeArePerfectCircle.co.uk – Visit CMX Hub, The Community Roundtable and Feverbee – Participate in #cmgrHangout – Follow #cmgr and #cmgrLDN #1Person2Jobs @cfidurauk #smLondon
Hinweis der Redaktion
- First, I want to thank Campus London, a Google initiative, for giving us this fantastic space to use for this event. The WiFi is CampusGuest, no password. The toilets are right behind you. I hope you’ll tweet; if so, please use the #1person2jobs tag. I’ve attended Social Media Week London for many years, and I’ve usually been frustrated by the lack of presentations about community. But then a remarkable thing happened. Over the past few years, specifically the last 3 years here in the UK, I’ve noticed that many job vacancies which mention Social Media Management have been paired with a Community Management. So, these 2 different things have been smooshed into a singular role, fillable by a single person. This has really confounded me, because number 1, I don’t think it’s fair to ask one person to do 2 jobs but only pay them 1 salary. And number 2, the roles of a social media manager and a community manager are completely different. But other people, specifically hiring managers, don’t seem to understand this difference, so I thought I would try to get a speaking slot at this prestigious event to explain it to the social media industry. I thought perhaps this may have an impact but of course it’s up to you to judge. POLL
- So why do I think I’m qualified to give a presentation on the differences between community management and social media management? I am an internationally-recognised, award-winning and professionally certified Senior Community Manager. After successfully managing, building and growing the 1300 Adobe Community Leaders across Europe, Middle East and Africa, I now run my own community management consultancy company called The Perfect Circle. I work with global brands to help them define and implement their strategy for managing, building and growing their own communities. I also co-manage the London Community Manager meetup group with my friend Alex Shebar, the Community Director for the UK at YELP! Now to our discussion.
- So let’s start with the basic job title for a social media manager. Of course, it varies by company to company based on corporate strategy, but I think that most people within the social media industry would agree that the role’s focus is on engagement with the brand. The Social Media Manager is trying to attract attention, raising awareness and generating interest. They’re trying to grow the fan base, which could potentially lead to a purchase. They want to increase the company’s social footprint, generating some market buzz. And, they’re usually focussed on driving a specific call to action, such as a sign up, a download, a like/share/comment. The most important differentiatior is that the Social Media Manager’s primary goal is to broadcast. They’re pushing information, content and visibility out to the marketplace at large. It may be to a targeted demographic, but it’s still a push.
- Let’s break down the differences.
- Less than 100th of a percent SMM thinks it’s quite good conversion rate But 1 interaction for every 59,000 fans of your community means your community is weak
- Get Clear Goals from the Organisation – make sure these goals are achievable Lead gen, Raising Awareness, Increasing Sales: Social Media Self-Support, UGC, Retention/Satisfaction: Community Management Stick to Your Metrics and Don’t Waver – find 5 critical metrics and report progress regularly Align Your Goals to Business Leader Objectives – this makes the community more valuable internally Create Separate Editorial Content Calendars – one for broadcasting, one for engaging community or influencers Do a Weekly Outreach via phone or email to group members to learn about their needs and encourage participation Spend 30% of Your Time Listening and Not Talking – don’t jump into a conversation unless you’ve been listening for at least 1 week Talk About the Community’s Value Internally ALL THE TIME – build an internal newsletter which briefly reports community outcomes: quickpoll results, # of new members, key discussion topics and release monthly/quarterly Protect Your Members – The greater success the community is, the more internal teams will want access to the members and the content. Avoid Burnout- get some peer support for yourself – Take care of yourself. This is a high stress double job and you need to take time, breathe, and regroup.