(And their brand bosses)
Setting editorial / content
Responding directly to consumers
Handling crisis management
Setting strategy and holding
Provide creative & strategic insights
Liasing with agencies & business
There’s no denying a Community Manager - CM - is a
must have position for every brand in the social space.
It’s a role - as you can see - that arguably has the most
diverse range of responsibilities in the whole of the
Therefore it’s little wonder every brand has its own
definition and view of a CM. Subsequently, the ways in
which brands approach, use and support CM’s, varies.
Given the obvious and ever growing importance of community managers.
Many leading brands have rightly identified that the best place for
community management, is IN-HOUSE.
It’s about time! If the community manager operates outside of the brand, than it can
become a silo. They need to be integrated & connected to key business functions.
I agree. The crossover of disciplines such as internal PR, customer support and
product development, means community management is a skill best kept in-house.
CM’s need to be always on, and fast to react. External agencies not only cost a
lot to be ‘always on’, but their unavoidable distance from the brand means they
are not always able to take swift action and seize brand opportunities.
Bringing #CommunityManagement in-house, combined with another
key trend of needing to empower CM’s with evermore content - at an
ever increasing speed. Has led to the client-agency relationship
inevitably needing to change.
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Where brands once heavily relied upon big
agencies for their digital and social content.
They now realise that smaller agencies are
better suited to their content needs - by
being more aligned with the fast paced
nature of the digital and social world.
There’s the age-old axiom that out of better,
faster, cheaper, you can only have two.
CEO of Omnicom’s DDB
The new model, in the next few years, will be
to create great work at the speed of the
marketplace at an efficient cost.
Those days are over.
THE ‘NEW MODEL’ IS FOCUSSED ON THE INCREASED
USE OF SMALL AGENCIES. WHICH WHEN USED, WILL
EMPOWER COMMUNITY MANAGERS, BY:
- Allowing them to quickly turn their ideas into content.
- Removing the frustrations of budget constraints.
- Providing them with a direct source of fresh creative & strategic thinking,
and a valuable external perspective.
- Giving them realistic access to a greater range of specialist skills.
It’s time brands now focussed on enhancing the abilities of community managers,
whilst at the same time easing some of the pressures they face.
And it is through the use of small agencies, like us, that this can be best achieved.