The day of a community manager is full. Between the watches, the production of content of all kinds, the management of different social networks according to customers, etc., his agenda is busy. But before getting into your skin, it is important to understand what it is…
What is the job of community manager?
The Community Manager (or CM) is a person in charge of the social media animation of one or more companies. He must manage or create a larger or smaller community. He represents the company he works for and becomes the contact between the brand and the customer. The function may vary from one company to another. He can be accompanied by a content manager, a social media manager, a graphic designer or take on all roles at the same time.
Empathy is very important in this job, as is the ability to step back to react as best as possible to all possible situations. Humor and curiosity are also essential for this function.
A day in the shoes of a CM
It is quite difficult to describe a typical day, as it varies from one community manager to another and from one company to another. The days follow each other, but are not alike. One day can be very calm, and another more hectic if you have to react to a bad buzz.
For convenience, the CM uses two to three screens simultaneously like two computers and a smartphone for example in order to be able to juggling between social networks and customers.
Morning: get informed and prepare publications
8:30 : The first thing to do is have a good coffee when you get to the office (or if you work from home) to give yourself a boost for the day to come. Once this is done, it is essential to check your mailbox and respond to customers. It will also allow you to see if there are no specific requests or last minute changes to make.
9am : You have to start the different watches and the curation of content. There are several types of watches:
- sectoral : It is important to know what is going on in your customers’ market and how it is perceived.
- Legal : Mastering a few notions of law does not hurt when working on social networks: the right to image, the right to be forgotten …
- competitive : Thanks to this watch, you can analyze what your competitors are doing, and thus know what to do and what not to do. You can position yourself in relation to them by adapting your communication.
- E-reputation : This type of monitoring allows you to understand the perception of your brand by consumers, but also to know who is talking about you and in what terms. You can follow the reputation of your company.
- Consumer : Understanding the needs and expectations of consumers will allow you to better communicate with them by offering them content adapted to their expectations.
- technology : This watch allows you to keep informed about the latest developments in your sector and the tools you use to communicate with your customers.
There are many tools for effective monitoring, and we list three of them here:
- Feedly : Thanks to this RSS feed aggregator, you can retrieve the content of sites or blogs in a daily flow of information. It is available on web browser or via the mobile app.
- Pocket : This application allows you to save all kinds of content in order to view them later in one place.
- Scoop.it : This online curation site allows you to share your watch with Internet users and follow theirs.
This part of the day is very time consuming. Monitoring allows you to keep abreast of everything related to the profession of community manager. It is essential toorganize your watch in order to make it more efficient.
10:30 : It is time to consult the accounts of its customers to check notifications and mentions. You must also respond to comments, private messages and participate in discussions. The CM is a community leader. It must therefore generate interaction with fans or followers. It must engage its audience with suitable content.
11:30 : We check and plan the content to be published on the various social networks and we start production. The monitoring carried out a little earlier made it possible to give birth to some ideas for publications for customers. So you have to prepare them for posting in the afternoon. Producing quality content takes time and requires skills in graphics, copywriting and marketing.
13h : Time for a well-deserved break. We must regain strength for the rest of the day.
Afternoon: interact with the community and publish the content
14h : Go back to customer accounts to see the interaction after the lunch break. We answer questions, we react to comments. It is important to animate the community with humor and good humor.
15h : Finish the articles, infographics and content of all kinds of customers, it will be time to publish all this. We consult our little planning and we go! We obviously take into account the best times to post content according to the social network. There are more suitable periods for this, but your performance analysis according to customers remains the best indicator.
4:30 p.m. : Last round on social media for the day. Building a community takes a lot of time and investment.
5:30 p.m. : The day ends to make way for new adventures the next day!
Understanding your target to better communicate with it
To be able to communicate better with your target, you must clearly identify it and analyze the platforms it uses. By understanding how they act, their needs and expectations, you can adapt your message. Do you know the age range of your audience? When is it most active? What are his areas of interest? All of these questions need to be answered in order to understand who you are addressing.
Organization is the key to community management
A poorly organized community manager will lose a lot of time in managing his profession. If he has to manage several clients and therefore several social networks, he will end up getting tangled up and publishing in the wrong place. It is therefore important to have an up-to-date schedule and tidy files.
Establish an editorial line
Know who we are talking to, how, about what and when. You have to define the tone to use, the style to set up. You have to respect the client’s corporate culture and communicate as they would. This is a point to be defined with him at the start of the contract in order to be on the same wavelength.
Create an editorial calendar
Each month it is important to take the time to plan the content for each client and know what to post and when. This will facilitate the coming weeks, as it will suffice to produce the content indicated on the schedule and publish it.
Certain international days or certain major national events are also to be taken into account when developing the calendar. You will therefore have to publish content related to the celebration in question. You will not communicate in the same way on February 14 or the first day of summer.
Analyze the performance of your actions
Were the set KPIs respected and if not, why? The performance analysis provides an overview of the results of the actions undertaken. It is important to carry out this assessment at least once a month to be able to give figures to customers.
The job of community manager is time consuming and requires being able to juggle with different tools. It requires skills in managing social networks, of course, but writing, producing content, etc. are also essential.