Skip to content

What is Community Management?

Community Management can be evaluated in the context of an organization’s stakeholder activities or within the context of social media.

In the context of stakeholder activities, it is the process of building a reliable community amongst a business’s external and internal stakeholders through several kinds of communication. This includes consumers, employees, and company partners and is how a company connects and grows its audience and its internal network. Engagement from community management should speak to the values of the organisation and this is done by engaging with the most current industry developments, resources and best practice. This engagement should include strategies for further developing the brand’s community as well as engaging current community members.

It is used for both external and internal engagement. External community management should allow consumers to feel a stronger alignment to a brand through tools such as social media management. Internal community management involves the fostering of robust internal relations among employees and business partners. This also acts as the human element of validity behind a brand and works by encouraging community participation through discussion, growth, digital engagement and business relations. Understanding and growing consumer trust is imperative to community management and is the reason that authenticity is key.

In the context of Social Media Management?

In the context of social media, community managers run an organization’s community management efforts. They seek to build a community as opposed to simply a following, and they do so by ensuring every single person who interacts with a post is noticed and treated like a human — not just a number; They maintain the brand tone of voice and speech throughout all told posts and interactions; They ensure all content being shared incorporates a purpose and meets the expectations and wishes of followers and also the audience. Ultimately, the role of a social media community manager is to schedule posts and ensure maximum engagement on all social content.

Click here for a full description of social media community management.

Is it more appropriate for internal or external engagements?

It is used for both external and internal engagement. External community management should allow consumers to feel a stronger alignment to a brand through tools such as social media management. Internal community management involves the fostering of robust internal relations among employees and business partners. This discipline acts as the human element of validity behind a brand and works by encouraging community participation through discussion, growth, digital engagement and business relations. Understanding and growing consumer trust is imperative to this activity and is the reason that authenticity is key. Confidence in the brand and the product at hand is needed to grow consumer communities, so authentic representation is a core component in this regard.

It is important because of the need for human participation from the consumers and employees of a business. This plays a substantial role in the retention of customers as well as attracting new customers who are then able to identify more closely with the brand and will repeat positive brand interactions with confidence.

Find more related keywords in our glossary