Companies interact with their customers on many channels, some of the main and most relevant ones being social media. A company's digital presence is no longer measured solely by whether or not it has an updated website.
Social media has become a place where conversations between brands and their followers, users or buyers are democratized.
Community Manager Functions
The management of virtual communities has been on the rise for years, and yet there are companies that are not clear about the need to have a professional in charge of managing the presence of their brand on the Internet. What does this job really entail? The lack of clarity when assigning tasks to these professionals can lead to misunderstandings and operational failures at an internal level that are reflected in poor management of the brand's identity.
First of all, it is important to note that the professional must have training in marketing and communication , as well as specializations in different areas such as online advertising, SEM, and web positioning . Their work is integrated within the digital marketing department, so they must be supervised by a Marketing Manager who can perform management or Social Media Manager tasks.
This professional will be the one who sets out the needs of the company in the digital sector and the actions that the Community Manager must implement to achieve the strategic objectives of the company. Therefore, the functions of the CM would be of an operational nature. The reality is that the lack of resources in small companies and the lack of knowledge about all the work behind this profile, mean that this figure ends up assuming tasks of management, planning, monitoring, execution and analysis of results. But apart from the tasks that may arise in each company as a result of its own activity and needs, the main function of the Community Manager must be to create, maintain and develop a community around a brand.
Many companies and consumers still believe that their work is limited to creating and publishing content, but it is the main link between the brand and its followers . Therefore, they must manage communications with users on a daily basis, answer questions and even resolve conflicts, even if they depend on other departments. Taking care of a brand's branding is essential in the digital sector, where companies face great competition and users who no longer make impulse purchases but stop to analyze, compare and choose the best option.
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The community manager as executor of the digital strategy
Increasingly, purchasing decisions are influenced by business factors such as their r kuwait phone number elationship with the environment and the Corporate Social Responsibility policies they implement.
Digital marketing training is a necessity at an internal level that helps all these elements to have a logical and coherent cohesion, contributing to an increase in the number of conversions. Community Manager courses teach the importance of having a good digital reputation and the tools, actions and processes necessary to learn to manage, streamline and moderate comments on the different social channels.
From here, you can begin to develop online marketing and communication strategies, setting the different objectives of the company : promoting user engagement, improving reach, building loyalty among customers who already trust the brand and increasing final sales conversions.
Each social network has its own characteristics that the Community Manager must know in order to adapt his message to each one of them. In addition, it is important to have knowledge of the management tools that will help him optimize his daily tasks , such as those that allow him to organize and schedule the publication of content and those that offer statistical data on the functioning of the profiles and their reach.
The digital world, and marketing in particular, moves very fast, so in order to interact and strengthen customer relationships with the company, the Community Manager must be in constant training , adding skills and knowledge that help to understand the brand's objectives and act accordingly to achieve them.
Internet positioning is measured based on these variables: organic SEO positioning and paid SEM positioning . Two key concepts for a company to find its place in the digital market and maintain its position. Having training in web positioning allows any entrepreneur, businessman or worker to know the elements that influence the number of visits a website receives and the tools at their disposal to improve this data.
What happens with the information that is shared on social networks?
As digital citizens, we share all kinds of information with different agents every day , whether they are from the private, public or business sphere. The data protection law and the different cybersecurity regulations, which you can learn more about in this article, protect users against possible leaks of their data. Companies are responsible for the data they collect, whether through their websites or social networks, and for the treatment they make of it.
When designing a website, these factors must be taken into account to create sites that are secure, as well as helping to improve the user experience through an intuitive interface that ensures usability and navigability.
Although the company is directly responsible for the data collected, the professionals who work there must have knowledge that allows them to safely collect everything that users share with them, so that it can be classified and encrypted to maintain their privacy. The IT department, together with the design department, must be responsible for controlling web security, reviewing protocols, controlling registration forms and, above all, clearly explaining the use and treatment of data in the Privacy Policy and the use of cookies . There are many digital resources to carry out these documents, but it is always advisable to seek advice from legal experts to avoid problems, especially in those cases in which the company is responsible for collecting particularly sensitive data.