The day of a community manager is busy. Between the night, the production of content of any kind, the management of different social networks according to customers, etc., his agenda is well loaded. But before putting yourself in his shoes, it's important to understand what it's all about …
What is the job of community manager?
The Community Manager (or CM) is a person in charge of the animation of the social networks of one or several companies. He must manage or create a more or less important community. He represents the company he works for and becomes the contact between the brand and the customer. The function may vary from one company to another. He can be accompanied by a content manager, a social media manager, a graphic designer or take on all roles at once.
Empathy is very important in this job, as is the ability to step back and react in the best possible way. Humor and curiosity are also essential for this function.
A day in the shoes of a CM
It is quite difficult to describe a typical day, as it varies from one community manager to another and from one company to another. The days follow each other, but they are not alike. One day can be very calm, and another more eventful if you have to react to a bad buzz.
For convenience, the CM uses two to three screens simultaneously as two computers and a smartphone for example to be able to juggling social networks and customers.
The morning: get information and prepare the publications
8:30 : The first thing to do is to have a good coffee once you arrive at the office (or if you work from home) to give yourself a boost for the day ahead. Once this is done, it is important to check your mailbox and respond to customers. This will also help to see if there are no specific requests or last minute changes to make.
9am : It is necessary to begin the different watches and the curation of contents. There are several types of watches:
- sectoral It's important to know what's going on in your customer's market and how it's perceived.
- Legal : Mastering some notions of law does not hurt when you work on social networks: the right to the image, the right to forget …
- competitive You can through this watch analyze what your competitors are doing, and therefore know what to do and what not to do. You can position yourself in relation to them by adapting your communication.
- E-reputation : This type of watch allows you to understand the perception of your brand by consumers, but also to know who is talking about you and in what terms. You can follow the notoriety of your company.
- Consumer : Understanding the needs and expectations of consumers will enable you to better communicate with them by offering them content tailored to their expectations.
- technology : This standby allows you to stay informed about the latest developments in your industry and the tools you use to communicate with your customers.
There are many tools for effective monitoring and we mention three here:
- Feedly : With this RSS Feed Aggregator, you can retrieve content from sites or blogs in a daily flow of information. It is available on a web browser or via the mobile application.
- Pocket : This application allows you to save all kinds of content for later viewing in one place.
- Scoop.it : This online curation site allows you to share your eve with users and follow theirs.
This part of the day takes a lot of time. The day before makes it possible to keep abreast of all that touches the job of community manager. It is essential toorganize your watch to make it more powerful.
10:30 It's time to check the accounts of his clients to check notifications and mentions. You must also respond to comments, private messages and participate in discussions. The CM is a community animator. It must therefore generate interaction with fans or followers. He must engage his audience with adapted content.
11:30 : We check and plan the content to be published on different social networks and we start production. The previous day, a little earlier, gave rise to some ideas for publications for clients. We must prepare them to post them in the afternoon. Producing quality content takes time and requires skills in graphic design, copywriting and marketing.
13h : The hour for a well-deserved break. We must regain strength for the rest of the day.
Afternoon: interact with the community and publish content
14h : Back on customer accounts to see the interaction after the lunch break. We answer questions, we react to comments. It is important to animate the community with humor and good humor.
15h : Finish articles, infographics and content of all kinds of customers, it will be time to publish all that. We consult our small schedule and we go! Of course, we take into account the best moments to post content according to the social network. There are better times for this, but your customer performance analysis remains the best indicator.
4:30 p.m. : Last round on social media for the day. Developing a community takes a lot of time and investment.
5:30 p.m. : The day ends to give way to new adventures the next day!
Understanding your target to better communicate with them
To be able to communicate better to your target, you have to clearly identify it and analyze the platforms it uses. By understanding the way they act, their needs and expectations, you can adapt your message. Do you know the age range of your audience? When is she the most active? What are his interests? All of these questions must be answered in order to understand who you are talking to.
The organization is the key to community management
A poorly organized community manager will lose a lot of time managing his job. If he has to manage several clients and therefore several social networks, he will end up tangling his brushes and publishing in the wrong place. It is therefore important to have an up-to-date schedule and tidy files.
Establish an editorial line
Know who you are talking to, how, about what and when. It is necessary to define the tone to use, the style to put in place. You have to respect the client's corporate culture and communicate as he would. This is a point to define with him at the beginning of the contract to be on the same wavelength.
Create an editorial calendar
Every month, it's important to take the time to plan the content for each client and to know what to post and when. This will make the coming weeks easier, as it will be enough to realize the content indicated on the schedule and publish it.
Some international days or major national events are also to be taken into account in the development of the calendar. You will need to publish content related to the celebration in question. You will not communicate in the same way on February 14 or the first day of the summer.
Analyze the performance of his actions
Have the fixed KPIs been respected and if not, why? Performance analysis provides an overview of the results of the actions undertaken. It is important to make this assessment at least once a month to be able to give figures to customers.
The job of community manager is time-consuming and requires juggling different tools. It requires skills in social networking, of course, but writing, producing content, etc. are also indispensable.