Content marketing: Telling Meaningful Stories

Why community manager is not an entry-level role

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January 26, 2015, is Community Manager Appreciation Day and in honor of all the great community managers out there, I would like to take the opportunity to discuss why community manager is not necessarily an entry-level role.

What’s a community manager anyway? Often these roles take care of the social media accounts of one or more organizations. They post updates, respond to people quickly and keep an ear to the ground on trending topics that might impact the organization-as well as mentions of the brand by others out in the social media wild.

Why would I even think to discuss this? Some people think that everyone in younger generations can be a community manager – you know because they’ve grown up with social media. They are digital natives, and because of that, they know how to run an organization’s social media.

Sometimes I joke on Twitter that all of my Tweets are now approved by my seven-year-old since she’s a digital native and has grown up with social media. But while she has always known about social media, that obviously doesn’t make her a social media expert.

It’s kind of like saying that because I grew up around cars, I automatically knew how to drive one when I got my license. You know, my Mom, Dad and the parents of friends all drove cars and sometimes I was a passenger even.

See, it’s similar. Just because you grew up around one thing or another more than a previous generation doesn’t necessarily make you more or less qualified for a position.

Don’t get me wrong. I know great younger (and older) community managers, but they all have some – if not all – of the following in common:

  • They have organizational knowledge and can find answers to questions by social media users quickly. They are actually helpful!
  • They have authority to respond without having their responses approved by four vice presidents.
  • They know when they should draw on the four vice presidents.
  • They can explain their actions to those vice presidents and the VPs buy the explanations.
  • The four vice presidents trust them!
  • They have canned responses at their disposal, but are empowered and able to personalize responses, which is what they do most of the time.
  • They are not marketing writers.
  • They write like people talk, not like organizations – even when they Tweet for an organization.
  • They know when to take discussions off public channels and do so successfully.
  • They respond quickly and don’t even mind.
  • They don’t see it as a job, but a lifestyle.

There certainly are entry-level type roles in the area of community management, but the actual role of community manager needs a certain level of experience that takes a bit of work to acquire. Maybe not 15 years, but community management is not something we can just turn over to the unpaid summer intern.

Community managers, after all, can help an organization’s brand reputation online. As you may imagine, that influence can be positive and negative. It all depends on the skills of the community manager.

Happy Community Manager Appreciation Day!


Christoph Trappe

Hello and thanks for stopping by. I'm Christoph Trappe and I'm the Vice President of Content Marketing Strategy, Americas, at ScribbleLive, which is based in Toronto and is a global content marketing software company. Before I started at ScribbleLive I was VP of Content Marketing and Conversion at MedTouch, a Boston-based company that helps healthcare organizations with digital marketing. I've written two books, speak at conferences around the globe and blog frequently on here. I love sharing my stories and helping organizations share theirs. If you need help, just visit the Contact Me page in the navigation and drop me a note. I'm always happy to chat! Thanks for reading! - Christoph ctrappe@christophtrappe.com 319-389-9853

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