Social media manager vs community manager: what’s the difference?
People often use the terms “social media managers” and “community managers” interchangeably. But are they the same? Do you need both of them? Is one more important than the other? While their responsibilities often overlap, both positions have their own nuances that distinguish them from one another.
Social media managers (SMM): the voice of the brand
Social media managers are strategists, the ones who plan ahead the content that is to be published. They are in charge of formulating the most appropriate social media strategy (brand awareness, lead generation, website visits etc…) for the company, including post planning and scheduling. So if you’re asking yourself, “what should I post?” or “when should I post?”, then chances are you need a social media manager. SMMs help you bridge the gap between your audience and your brand to foster meaningful connections. In a nutshell, SMMs responsibilities include:
- Creating, scheduling, posting content such as news, information about products/services, features, new releases, promotions etc on the brand’s social media accounts
- Ensuring that everything stays consistent: aesthetics, tone of voice etc
- Generating leads from social media and driving them down the sales funnel
- Managing campaigns and report on social analytics
Community managers (CM): the face of the brand
On the other hand, think of community managers as brand ambassadors who promote the brand online to ensure that the content posted gets good engagement. They interact and connect with potential and existing customers, join conversations, and try to form a positive brand image for the brand. Their goal is to foster a community and to convert prospective clients into leads. If you need someone to take care of your community, you need (as the name suggests) a community manager. To sum up, CMs are in charge of:
- Developing a community for the brand
- Interacting with community members, responding to queries and comments, troubleshooting issues and providing support
- Gathering customer feedback for the brand
- Moderating the community content for the brand
The key difference between a social media manager and a community manager is that SMMs are focused on strategy, content and conversions, whereas CMs aim to build connections with customers. Ultimately, they both want to turn engagements into leads, but their approach differs from one another.
Whether you need one or both depends on the size of your business. Typically, a social media department in a mid-sized company is more than just one person, usually consisting of a marketer and a graphic designer. Smaller companies often have just one person acting as both a social media manager and a community manager. After all, every business with any sort of social media presence needs a social media manager, but not necessarily a community manager.
Now that you know the difference between a social media manager and a community manager, have you figured out which one you need for your social media marketing team? If you’re still unsure, why not get in touch with us and our team of social media experts will help you determine the best course of action for your business. Call us 260 99 88 | email us: [email protected] | visit our website here.