Community Management vs Social Media Management - Whats The Difference?
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Community Manager vs. Social Media Manager #SMWCMGR What‘s The Difference?
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RECORDED SESSION LINK: https://www.youtube.com/watch?v=LALQ0_FPAWg The 'Social Media Manager' and the 'Community Manager' are distinct positions within an organisation, titles which are often used interchangeably with no real understanding to the individual roles and responsibilities of each. Yes there are over-lapping duties however it is a common misconception that there are more similarities than there are differences. In this Social Media Week session we will look to uncover and explain these differences - what does community infer as opposed to social media, how does this relate to your respective audiences, how do these align with your business objectives and what the tools available in ones armoury to drive towards these objectives. Social strategy, content production and distribution, customer engagement, community development, analytics and ROI - who is best suited to deliver these? During the hour we'll take a look at: - A brief history of the community manager and social media manager - The responsibilities of each role - The different types of business outcomes - What to look for when hiring
Transcript of Community Management vs Social Media Management - Whats The Difference?
Community Manager vs.
Social Media Manager
#SMWCMGR What‘s The Difference?
Dan Spicer Community Lead, EMEA, Hootsuite
@DanSpicer
• Community vs. Social Media
• Roles and Responsibilities
• Platforms and Tools
• Goals and KPIs
• Recruitment / Role Skills
Agenda
‘Community’ A social unit of any size that shares common values, behaviours and artifacts.
*wikipedia
‘Social Media’ The social interaction among people in which they create, share or exchange information and ideas in virtual communities and networks.
*wikipedia
Objective Setting So why are we having this conversation?
50% Growth in ‘Social Media Manager’ roles slowed in the last year
13x as many jobs that involve the
use of social media
Social Media Manager
Community Manager ?
Who do we need?
Objective Setting So, what’s The Difference….
RESPONSIBILITIES? TOOLS? KPIS?
Community Management Responsibilities
Community Management Responsibilities
Relationships
Being an internal advocate for the customer.
Delivering insights about your customer and reporting on the successes of the community
Enforcing guidelines, policies and governance + managing public and private platforms
Building relationships with key members of the community, nurturing customers and developing engagement strategies
Making the brand personal and accessible to customers
Insights
Personable
Moderation
Advocacy
Objective Setting 1
Objective Setting Moderate Moderation 2
Moderation 2
Insights and Internal Advocacy 3
Brand Ambassadors
Brand Ambassadors
200+ Hootups in 62 countries
600+ Ambassadors in
29 countries
Supporting initiatives in 15+
languages
Objective Setting Social Media Management Responsibilities
Objective Setting Social Media Management Responsibilities
Strategy
Assessing the effectiveness of social media activities
Maintaining the security of social media accounts
Curating and creating content for social platforms taking into consideration platform nuisances
Alignment of social media strategies throughout different departments within the company
Taking social data and turning it into actionable data
Security
Data
Content
Results
How can social media help you accomplish business goals?
1
What’s being said about your brand? Who is saying it? Where are they saying it?
2
Curating and creating content 3
of consumers say they will change their shopping behavior in response to social media content
85%
Platforms and Tools – Community Management CO
MM
UN
ITY
M
ANAG
ER
Platforms
• Lithim, GetSatisfaction • Vbulletin • Dropal, Joomla • Yammer, Jive • Facebook, LinkedIn, G+
• Social CRM • Forums • Message Boards • Enterprise Social Platforms • Social networks • Custom Developed
Examples
Considerations: - Features and functionality i.e. grouping, private messaging, - Game dynamics i.e. categorisation, badging, rewards etc. - Responsive platform? Mobile functionality.
Platforms and Tools – Social Media Management SO
CIAL
MED
IA
MAN
AGER
Platforms
• Facebook, Twitter, LinkedIn • Youtube, Vimeo • Medium, Tumblr, Blogger • Quora, Yahoo Answers • Wikipedia
• Social Networks • Video Networks • Blogs / Microblogs • Q&A Platforms • Wikis
Examples
Considerations?
What Do They Measure
Community Goals and KPIs
80% It costs 80% less to retain a customer than acquire one
95% Increasing retention rate by 5% can increase profiles by
95% over long-term*
*Harvard Business Study ** MSI Study
25% Increased engagement on
community sites can result in 25% increase in revenue**
Key Performance Indicators: § Engagement (hard metrics) § # of relationships (size of community) § # of sign ups § # of active members vs. lurkers § Customer retention / churn rates
Pre During
Post
Community Goals and KPIs
Social Media Goals and KPIs
of businesses will Lose market position
*Gartner Predicts 2014: Seizing the Digital Business Advantage, by Jorge Lopez, Diane Morello, Stephen Prentice, and Rand Leeb-du Toit, December 11, 2013.
1/4
Key Performance Indicators: § Engagement (likes, comments, RTs, shares) § Audience size and growth § Click-throughs § Conversions (direct and assisted) § Share of Voice / # of mentions § % Reduced costs
Owned Earned
Shared
Social Media Goals and KPIs
So What About Hiring For The Position?
Objective Setting The Community Manager
Skills
• Communication
• Align with brand personality & culture
• Understanding of human behaviour and motivations
• Relationship building
• Conflict resolution
• Project management
• Technical
Attributes
• People person
• Empathy
• Self-awareness
• Adaptability
• Good judgment
• Ethusiam
Objective Setting The Social Media Manager
Skills
• Communication
• Listening
• Creativity
• Statistical analysis
• Public speaking
• Comfort with technology
• Understanding of social convergence – owned, paid, earned
Attributes
• Passion
• Resourcefulness
• Conversational
• Operates with a sense of urgency
• Seeks Input
• A Thick Skin
Thank You! Dan Spicer, EMEA Community Lead, Hootsuite @DanSpicer @Hootsuite_UK http://blog.hootsuite.com
