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"In the past, I used to think that community management and social media management are one and the same thing. It wasn’t until I actually started working as a community manager and then later as a social media manager, did I realize that there is actually a difference between these two titles even though the lines do sometimes blur."
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A social media manager specifically manages the social media accounts for a company. They help all the departments fulfill their own missions
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a social media manager has a helicopter view of social media as a whole in a strategic role:
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"This data, in the below graphic, is compiled from Altimeter’s recent survey to 144 global national corporations with over 1000 employees shows how today’s teams in 2011 are breaking down. This is the core team that operates the social media program within a corporation, often within corporate communications or a marketing function they will work with other business units. For very large corporations, they may be fragmented among many business units (the Dandelion model), and this data doesn’t even include agency, consultants, or even research firms who help out. Here’s what we found:"
"En lisant le très bon (et assez courageux) billet de Laurent, je me suis interrogé sur les freins à l’évolution rapide de la pensée dans les entreprises. Est-ce que la raison se trouve dans le déficit de confiance que les annonceurs portent à des consultants externes qui manquent trop souvent d’humilité, de crédibilité et surtout de compétences marketing suffisantes pour intégrer les enjeux des media sociaux dans les disciplines fondamentales ? Ce déficit conduirait-il à s’intéresser de façon obsessionnelle à un sujet secondaire : le ROI ?"
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Les media sociaux seraient donc le royaume du collaboratif, de l’échange, de la conversation ? Oui, sauf au moment où il s’agit d’impulser la mise en place de l’organisation qui va avec. Le frein numéro 1 à l’évolution des structures est l’absence d’implication d’une direction générale qui doit aligner les décideurs de l’entreprises autour d’un plan stratégique et opérationnel absolument top down, marketé autant que possible et intégré
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La bonne nouvelle est que les grands patrons comprennent très vite les enjeux et la posture à prendre dès lors que le sujet passe en haut de la pile de leurs urgences. La mauvaise est que ça se produit souvent pour de mauvaises raisons : une crise… Dans les deux cas, l’accompagnement externe requiert un niveau d’expérience que les experts des media sociaux n’ont pas toujours, en cela je rejoins le point de Laurent.
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"As someone who works with social media managers and community managers, it seems the line between the two types of positions is not terribly clear – and maybe doesn’t need to be – but I think it would be helpful to distinguish between the two."
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- Content Creation (Blogging/vlogging/podcasting) designed to spur conversation/viral sharing
- Responding to conversations about the brand and the content
- Ensuring input/feedback gets channeled to the appropriate internal functional group
- Curating and promoting UGC
- Managing tools – mostly social networks (Facebook, Twitter, LinkedIn, etc) and blogs
- Reporting/measurement
- Planning and developing strategies for increasing engagement and conversion
Social Media Manager:
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- Welcoming members to the community & acclimating them
- Building relationships with key members of the community and influencers
- Moderating conversation and encouraging specific topics
- Promoting members, making introductions to other members, and encouraging relationship formation
- Running regular programming/content/events
- Finding internal resources to respond to specific community discussions and coordinating cross-functional needs
- Enforcing guidelines/boundaries
- Managing tools – might be a combination of enterprise & social networks (FB, Twitter, LinkedIn, etc)
- Reporting/measurement
- Channeling input and response from community into other organizational processes
- Planning and developing strategies for increasing engagement and conversion
Community Manger:
"There is of course some overlap, and a Community Manager can be expected to operate in Social Media spaces, just as a Social Media Manager will find themselves getting involved to an extent in customer service tasks. With this in mind, here are two deeper definitions of both roles and their scope:"
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Community Manager: Operates from deep within the company, managing customer relationships with a brand or product, and each other. Potentially he can be a fully Enterprise Community Manager, involved in facilitating efficient inter-team and staff communication and collaboration.
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Social Media Manager: Operates from the edges of the company, managing brand recognition and reputation outside of the scope of the brand websi
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