What is the role of the Community Manager?

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With the explosion of social media in the last decade, new jobs that were previously unknown have emerged. In addition to professions related to influence, you will most certainly have already heard the terms “community manager”, “social media manager”, “social media consultant” etc. It is sometimes difficult to understand the functions and differences between each of these positions, which can sometimes seem similar.

Let's talk today about the most widespread and common job: community manager. Nowadays, more and more companies are giving real importance to their communication as well as their presence on social networks, sometimes going so far as to hire a community manager. But then, what place does the latter occupy in the functioning of a structure? What is his role and his daily missions?



Also called “CM”, the community manager is the representative of a brand or a company on the various social networks. He is responsible for maintaining the image of the structure, by federating and animating a community belgium phone number list around the latter. He will then be the link between Internet users and the company, he therefore has a key role.

The community manager must be a good communicator and possess qualities such as creativity, responsiveness and writing skills, which are essential for carrying out their job.



1- constant monitoring
One of the main missions of the community manager is to carry out daily monitoring of activities taking place on the web. Indeed, he plays a moderator role and must ensure that the comments made by Internet users do not harm the image of his structure. Beyond his mission to represent and develop the reputation of the company, he must ensure that its image is not degraded. This is called e-reputation management.

The CM also monitors market trends. It is essential that the CM keeps informed of the news and developments in his sector of activity and everything that surrounds it (such as the competition). This allows him to offer quality content in all circumstances and to know exactly what he is talking about.

Of course, it goes without saying that he must also monitor the latest developments in social networks in order to know them inside out in all circumstances.

2- Content creation
Truly speaking on behalf of a company, the community manager must produce content that meets the needs of Internet users. He must succeed, through a previously implemented strategy (sometimes in conjunction with a social media manager or by his own means), in promoting his structure while meeting the precise expectations of his target. Beyond the editorial aspect, the community manager must demonstrate creativity in order to stand out from the competition and generate interest. Indeed, he does not just write content, but he may also be required to produce the media that accompany the posts, such as visuals or videos aimed at promoting news, events or information.

Depending on the social network used, whether it is Facebook, Twitter or Instagram, it will have to be able to adapt its content. Indeed, each platform has its own codes that must be known and mastered. The approach is different depending on the medium and especially the target.




3- Platform animation
Defining your personas will influence and guide your digital strategy, especially if you want to do inbound marketing. As a reminder, inbound consists of attracting the attention of prospects and letting them come to you through specifically designed content. The challenge will be to transform the visitor into a lead (qualified contact) and then convert them into a customer, then into an ambassador for your brand.

Having established personas will allow you to know who you are addressing, through which channel and in what manner. Indeed, you will have identified the motivations and obstacles of your targets, which will allow you to use arguments that will hit the mark to convince them. If you know what your buyer personas want, you will be able to offer them a solution at the right time, with the right product or service. Similarly, as part of your media purchases (for example on Google Ads), you will have a more precise idea of ​​the targeting to be carried out, based on the demographic data and interests that you have identified.

4- Performance analysis
As we have seen previously, the community manager sets up actions aimed at animating social networks and generating the interest of a community on a daily basis. It is therefore essential to measure the performance and impact of these actions, we then speak of KPIs (key performance indicators). Of course, these KPIs will differ depending on the social networks chosen but we will often find: the engagement rate, the reach of publications, the number of subscribers, etc.



Regular monitoring and reporting make it possible to analyze the impact of actions and make the necessary adjustments to significantly increase performance.


You now know everything about the job of community manager. Do you need to outsource this service and call on a person who will manage your presence on social networks on a daily basis? Our team of communicators is able to take on the role of community manager for your organization by identifying all of your needs and helping you achieve your goals. Do not hesitate to contact us so that we can discuss your project together.