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What Does A Community Manager Do? What Skills Are Needed?

What Does A Community Manager Do? What Skills Are Needed?

Where a Social Media Manager cultivates the digital marketing landscape, a Community Manager nurtures it and allows it to blossom - if done successfully. Hiring a Community Manager is a vital step towards building successful branding. A solid media strategy helps you stand out amidst the pandemonium of social media. A Community Manager has a very specific skill set. The role requires more than an honors degree as proof of capability. 

Where a Social Media Manager cultivates the digital marketing landscape, a Community Manager nurtures it and allows it to blossom - if done successfully.

Hiring a Community Manager is a vital step towards building successful branding. A solid media strategy helps you stand out amidst the pandemonium of social media.

A Community Manager has a very specific skill set. The role requires more than an honours degree as proof of capability. 

A Basic Job-Description of a Community Manager:

  • Thorough understanding of the organisation
  • Strong understanding of common social frameworks
  • Ability to consistently align with brand guidelines
  • Talent for content creation
  • Background in public relations
  • Versatile and compassionate


This is a growing job area. So, finding an enthusiastic community manager shouldn’t be difficult. That said, hiring a Community Manager doesn’t come cheap.

According to Hubspot, an Entry Level Community Manager could cost you an average of $41,748 per year. On top of that, a Late-Career Community Manager could ask a yearly salary of $72,000.

So why do Community Managers demand such a large slice of your marketing budget? We’ll discover exactly how Community Managers justify their ROI later on.

This Begs the Question: What’s the Difference Between a Social Media Manager and a Community Manager?

A Community Manager should be an ambassador for your brand. They keep one ear to the ground at all times. They listen for feedback, reactions, and trending topics within the online community. 

After gathering intelligence, they offer actionable strategies to the Social Media Manager.

Typically, a Community Manager and Social Media Manager are positioned equally within the business hierarchy. They both report to the Marketing Director.

The relationship between the Community Manager and Social Media Manager must be a harmonious one. The success of this working relationship will determine the effectiveness of your online marketing campaign.

Key Responsibilities of a Social Media Manager

  • Management and creation of the content calendar
  • Curation of content strategy
  • Posting content to social media platforms and online communities
  • Blogging and producing video content
  • Analysing KPIs such as ad click-thru rates, conversion rates, etc.

Key Responsibilities of a Community Manager

  • Advocating brand identity and community culture
  • Building and maintaining an online presence
  • Facilitating communication between the brand and the community
  • Monitoring activity across multiple social channels
  • Interacting with social media posts
  • Building brand awareness
  • Analysing long-term performance metrics


You can see how the two positions inter-link. Your social media strategy cannot be successful without these employees working together.

A strong Community Manager instinctively notifies the Social Media Manager of any developments that could potentially impact the community.

For example, if a Community Manager notices a growing number of questions growing around a particular topic, it’s his/her duty to flag this to the Social Media Manager. The Social Media Manager can then create an engaging piece of content that addresses this issue.

Community Managers Give Your Business a Human Identity

It’s the responsibility of a Community Manager to gain trust and establish brand loyalty with the target market.

A common way the businesses achieve this is by enlisting brand ambassadors who engage with active communities as representatives of the brand. These representatives usually post from private accounts that are affiliated with the brand.

This act of representing a business via an actual human-being breathes life into a brand. It enables the company to connect with the target audience and connect with potential customers.

Your Social Community Team: How to Track Success

How success is measured across your social community can differ.

Typically, a Social Media Manager will determine success from quantifiable results. For example, the number of clicks from social media ads that lead to conversions.

By analysing these metrics, the Social Media Manager can determine which types of content are successful and the optimal posting position within the editorial calendar. Using Google Analytics and built-in social media analytics tools helps marketers to drive traffic and generate leads.

These results typically align with the companies ambitions for that year. For example, if a product release is scheduled in the upcoming months, the Social Media Manager will strategise posts that align with the marketing goals for that product.

Community Managers measure success differently. Their goals are focused on the long-term growth of the brand. They prioritise the continued cultivation of relationships with existing and prospective clients. These results are qualitative and only show tangible results over long periods.

For example, a Community Manager might expect to see a steady rise in online mentions. Mentions are a good indicator of community growth, as they represent a growing audience.

Both of these metrics can be tracked and analysed by using tools like Sprout Media. Reports generated from these tools identify optimal times for posting and plot periods of increased engagement.

Build Strong Working Relationship Between Your Community Team and Automate Their Workflows

Social Media Managers in small businesses are expected to be all-singing-all-dancing digital marketing machines.

The ‘multi-purpose’ Social Media Manager approach might be sufficient in the short-term but it can become restrictive and damage your brand identity. 

As a company expands, you should reassess your marketing team and distribute some of these responsibilities into subject-specific departments.

Once you’ve gathered your community team, its time to build customised workflows. Automated workflows, like those from AhoyTeam, save your team valuable time. Not only that, wasting time on mundane and repeatable tasks costs businesses big money.

AhoyTeam helps community managers to automate some of these routine processes and make use of their time more efficiently.


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