Community Management vs. Social Media Management

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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 …

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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  • 1. Community Management – Steven Shattuck
  • 2. Agenda » » Community vs Social Media Management » Tasks » Success » Q&A @drelevance | relevance.com
  • 3. Community vs. Social @drelevance | relevance.com
  • 4. 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) @drelevance | relevance.com
  • 5. 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) @drelevance | relevance.com
  • 6. 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. @drelevance | relevance.com
  • 7. The difference » Source: Vanessa DiMauro, Social Media Today @drelevance | relevance.com
  • 8. Social Media Community Manager? wut @drelevance | relevance.com
  • 9. Examples » COMMUNITY @drelevance | relevance.com
  • 10. Examples » SOCIAL MEDIA @drelevance | relevance.com
  • 11. Examples » SOCIAL MEDIA @drelevance | relevance.com
  • 12. Examples » SOCIAL MEDIA @drelevance | relevance.com
  • 13. Examples » TEAM LAYOUT Director of Marketing Social Media Community Manager Manager SM Intern Specialist SM Specialist Intern @drelevance | relevance.com
  • 14. 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 @drelevance | relevance.com
  • 15. Tasks » SOCIAL » Post updates » Run contests » Listen for brand mentions » Facilitate discussion » Distributes content » Track conversions » Monitor analytics and report @drelevance | relevance.com
  • 16. Success » LOOKS LIKE» Community : reputation / sentiment / awareness» Social Media: traffic / conversions / leads @drelevance | relevance.com
  • 17. So What Do We Do? » » Social Media is a delivery system for our content. • Demand Tweet Generation • Content Blog Post Marketing CTA/Landing • Conversion Page @drelevance | relevance.com
  • 18. So What Do We Do? » » We monitor our brand signals (reputation management) and look for business opportunities (lead generation). @drelevance | relevance.com
  • 19. 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? @drelevance | relevance.com
  • 20. Tools » » Editorial Calendar » Buffer » Twilert » Google Analytics / HubSpot » Native social network analytics (YouTube/LinkedIn/Facebook) @drelevance | relevance.com
  • 21. 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 @drelevance | relevance.com
  • 22. 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 @drelevance | relevance.com
  • 23. Questions? @drelevance | relevance.com