As the use of social technologies begins to climb the maturity curve, new skills (until now not widely understood) such as community & conversation management have begun to move to the forefront of discussions within businesses. Most are starting to realize that they have a missing job function in their team. But which job function: a Community Manager, a Social Media Manager, a Traffic Manager or a Conversation Manager.
Considering what Nestlé’s Facebook Fan Page went through a few days ago, it is becoming important for most brands to start having dedicated resources to manage their conversations. But businesses need to understand whether they need primarily a content-oriented person or a relationship-oriented person.
John Bell in a recent blog post described both functions of Community and Conversation Managers as follows:
So, do they need a community Manager? Here’s how I see the main responsibilities of a community manager:
- Steward a community conversation amongst a group of people who have come together to interact together presumably over some shared affinity (they all love Dancing With The Stars TV show; they are all moms with grade school-age children; they drive the same car)
- Help keep order with a soft touch
- Remain responsible to the community first
Their job is really to nurture and often grow a community of people. Now, the affinity that brings them together may be the brand. That gives the community manager license to participate in the community but certainly not at the expense of the other community participants.
A Conversation Manager is a bit different especially as we think about how Twitter and Facebook work. Even with the threaded comments available now in the Facebook Wall posts, These are streams of utterances and brief conversations. More importantly, brands are hosting their own handles and pages which feel more personal and involved. A Conversation Manager’s responsibilities include:
- Offering fans and followers a steady stream of valuable content and experiences
- Responding to visitors who want to engage with the brand or need some help
- Offering a pov as a brand or subject matter expert
Steven Van Belleghem believes (so do we at 90:10 Group) that ‘traditional advertising no longer works. Advertisers need to change their day-to-day working methods. The gap between the contemporary consumer and the traditional advertiser is growing on a daily basis. This era is not the end of the advertising market, though it is the end of the advertiser!‘. He explains to us this change of trajectory from advertiser to Conversation Manager in his recently published book titled The Conversation Manager and following presentation.
What about the Social Media Manager?
Social Media Manager:
- 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
So what do you think? Do you agree that there is a difference in these three roles? and if so, do you agree with how they have differentiated them? If you happen to be a ‘community manager’ or a ‘conversation manager’ or a ’social media manager’ reading this post, please do share with us your views on your job function and the challenges you are facing every day
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