I recently met with a business owner, who had combined the jobs of Community Manager and Social Media Manager within her small company, and since the restructure, she was suffering a retention problem. Despite offering a great working environment and a highly competitive salary, she was unable to keep the position filled for more than 3 or 4 months at a time. When we met, she was attempting to oversee her own social media, but she was quickly finding, not only did she lack the time in an already overloaded schedule, but she had little interest and knowledge of the vast social media platforms.
My first step was educating her on the two roles, so she could have a clear understanding of why combining these two very different jobs rarely works. Then, we looked at her specific business to determine if employing an in-house Social Media Manager was warranted or if bringing in a Social Media Consultant offered more value.
Defining The Difference Between A Community Manager & A Social Media Manager
Typically, a Community Manger is responsible for maintaining client-relations and growing customer loyalty. Someone in this role generally has outstanding interpersonal skills coupled with a high-energy personality. Many act as Brand Ambassadors and are often the face of the business; they participate in charity functions, speak at community events, and are often photographed presenting awards and scholarship donations at black-tie functions.
On the other hand, the Social Media Manager, is behind the marketing scene. Responsibilities and task are centered around strategies and analyzing data. Of course, the main role is to create and maintain all social media platforms, but the second tier of this job is to analyze the results and determine what works and what does not garner interest. The social media manager does not have time to personally interact with customers.
Determining What Will Work For Your Business
As a general rule, the smaller the business, the more value comes from hiring from the outside. It’s as simple as being too busy to oversee social media platforms, even those of an in-house Social Media Manager.
The goal of social media is to build a community, and by having someone from the outside on your team, who will act as an influencer, and by bring you into their community of fans and blog followers, ultimately, you will gain leverage from their already-established network.
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