Community Management
According to Léo
Head of Marketing
Ignition Program
What is Community Management?
What are the responsibilities of a community manager?
Why is Community Management essential today?
What tools should you use to manage your community management?
What is Community Management?
Community Management is the management and development of online communities on behalf of a company. The community manager manages the publications on your business page, as well as the relationships that are created between the brand and the visitors. It is a combination of customer service, listening to the Internet and actively participating in discussions related to your brand.
What are the responsibilities of a community manager?
A Community Manager is an expert in social networks and participates in the implementation of the digital strategy. He or she is a professional who works in the digital marketing department, and is responsible for managing and developing the brand’s online community.
A Community Manager has to establish a strategy and objectives focused on the company’s social networks. To do this, the CM works on different axes:
- Content creation and management
- Social media monitoring
- Social media analysis
- Action plan for digital marketing
- Connecting with the community
Why is Community Management essential today?
The community manager has four crucial roles to fulfil: monitoring global trends, engaging users, moderating and responding to posts and comments, and measuring brand image.
The latest figures indicate that 4.14 billion people around the world are using social media in October 2020, representing 53% of the total world population. These platforms have become a daily source of information for their users, a place for exchange, and a new way for companies to be heard, but also sometimes criticised.
Les plaintes des clients sur les médias sociaux ont été multipliées par 8 depuis 2014. Un seul client en colère peut avoir plus d’impact que de nombreux clients satisfaits. Il est donc essentiel de répondre aux avis et aux commentaires de vos utilisateurs, pour essayer d’améliorer leur expérience client.
What tools should you use to manage your community management?
In order to have a global view of what is happening on your social networks, it can be useful to set up a range of tools:
- Sprout Social: Sprout Social gives you the ability to easily manage your posts with a number of targeting options. You can schedule content across multiple platforms and analyse engagement with detailed reports, while nurturing your relationships with your customers through Sprout’s profiling system.
- Hootsuite: Hootsuite provides a complete view of the performance of all your social communication channels with detailed analytics and a breakdown of the engagement results of your different online activities.
- Synthesio: Based on artificial intelligence algorithms, Synthesio allows you to know what people are saying about you on social networks, thanks to a semantic analysis of posts and comments.
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