A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: HOW DO SOCIAL MEDIA MANAGERS AND COMMUNITY MANAGERS DIFFER?
A COLLECTION
OF COMMUNITY
MANAGEMENT ADVICE
Curated by Marketwire and TheCommunityManager.com
JANUARY 28, 2013
1

A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: HOW DO SOCIAL MEDIA MANAGERS AND COMMUNITY MANAGERS DIFFER?
“ Community managers are perhaps one of the most
powerful groups on the Internet, but often spend their
careers entirely behind the scenes. To commemorate
Community Manager Appreciation Day (#CMAD) on
January 28, 2013, Marketwire and The Community
Manager have asked community managers about
what they do, how they do it, and where they see the
future of community management going. We received
more than 600 responses and compiled the top
thoughts, tips and advice into this eBook.
2

A COLLECTION OF COMMUNITY MANAGEMENT ADVICE
C O N T EN T S 4 How do Social Media Managers and
Community Managers Differ?
11 What Role Does Community Management
Play in Marketing?
20 What is the Relationship Between
Customer Service and Community?
29 Describe the Biggest Lesson You’ve
Learned in Your Time in Community Building.
40
CONNECT WITH US
How Do You Envision the Dream
MARKETWIRE
marketwire.com Community/Social Team Set Up at a Company?
twitter.com/marketwire
46 What Advice Would You Give to a
facebook.com/marketwire
blog.marketwire.com
THE CM
Brand New Community Manager?
thecommunitymanager.com
twitter.com/thecmgr
facebook.com/thecmgr 55 What’s Your Prediction for the Future
of Community Management?
3

A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: HOW DO SOCIAL MEDIA MANAGERS AND COMMUNITY MANAGERS DIFFER?
QU EST ION 1
How do Social Media Managers
and Community Managers Differ?
4

A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: HOW DO SOCIAL MEDIA MANAGERS AND COMMUNITY MANAGERS DIFFER?
“ I see Social Media Managers as those
externally facing people who focus on all
“ ocial Media Managers deal with an
S of the growth numbers. They work hard on
overall approach to each platform, content, SEO, social metrics, leads, and
outreach. The Community Managers feed
while Community Managers deal
them some of the internal information, but
specifically with the communities on
they’re working on things that are more
the platforms themselves. Basically, internal and for people that are already
Social Media Managers handle the customers. They’re creating opportunities for
acquisition part of digital community members to engage, making sure they have
building, while Community Managers the resources they need, making the day to
day awesome, offline events (or even online
handle acquisition and retention
events in some cases) and then working
through content strategy.”
on word of mouth referrals and impacting
STEPH PARKER, NEIMAN something like a NET promoter score.”
JENN PEDDE, 2U, INC.,
THECOMMUNITYMANAGER.COM
5

A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: HOW DO SOCIAL MEDIA MANAGERS AND COMMUNITY MANAGERS DIFFER?
“ hile the Social Media Manager
W “ he role of Social Media Manager
T
is simply responsible for ensuring is wider and includes tasks like
that marketing strategies and monitoring, overall strategy integration
promotions are executed well using and crafting messaging. Community
the various channels available to Managers’ roles are more specific and
them, the Community Manager’s centered on managing the community
concern is cultivating an ecosystem - responding to posts, forwarding
of conversation and customer service. questions to those with the answers
While the promotions and marketing and facilitating the group discussion.
strategies may start the conversation, Community Managers aren’t active
the Community Manager keeps the when it comes to deciding on brand
conversation going, and provides the strategy, however they are key in
necessary feedback - and humanity - communicating the essence of the
to bring a brand to life.” brand with the public, employees, etc.”
MARK SHANNON, HENRY’S SARAH LUE, CBC/RADIO CANADA
6

A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: HOW DO SOCIAL MEDIA MANAGERS AND COMMUNITY MANAGERS DIFFER?
“ don’t like the term ”Social Media
I “ Picture a high street. One side is lined with
Manager”. That’s like using the shiny chain stores, shouting at you with
word ”Telephone Manager” which bright signs and neon lighting. The other
is lined with independent shops, focusing
doesn’t actually tell you what
their attention on you and your interests.
they’re doing. They could be doing Social Media Managers man the shiny
telesales, customer service, chain stores, hold the attention grabbing
feedback outreach or any other signs and secure visitors with attractive
thing that uses the telephone. To offers. They get you in and then manage
that point, Community Managers the traffic. Transactional custom that comes
and goes. Community Managers invite
can use social media to build
you in to the independent shops, offer you
community. But using social media tea and have a chat to learn what your
does not make you a Community interests are and how they can help you.
Manager unless you are, in fact, They trigger your senses and encourage you
building community.” to build a lasting connection.”
DAVID SPINKS, FEAST HEATHER CHAPMAN, ICM RESEARCH
7

A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: HOW DO SOCIAL MEDIA MANAGERS AND COMMUNITY MANAGERS DIFFER?
“ eing a Community Manager is
B
about creating a conversation,
creating connections, and bringing
“Social Media Managers work
together a community of people
in the marketing department.
around a product - online via social
Community Managers work in
media - and often offline via events.
the everything department.” Being a Social Media Manager is
PETER REDMER, MAGENIUM SOLUTIONS, LLC
about broadcasting and responding
to social media.”
KATIE MCPHEE, EVENTBRITE
8

A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: HOW DO SOCIAL MEDIA MANAGERS AND COMMUNITY MANAGERS DIFFER?
“ rom my personal experience, Social
F
Media Managers are more focused on
the larger analysis of the social media
properties for a brand. Their job is
“ ocial Media Managers are “the
S rooted much more in the numbers
mic”, while Community Managers behind campaigns and follower
are “the DJ”. One is a master at trends for social media properties.
pumping up the volume, while the Community Managers find topics
other activates voices and mixes that resonate with the audience
them together in rhythm.” and create strategies to increase
RYAN RUTAN, JIVE SOFTWARE engagement within the brand’s
community. We help serve as the
outward face of the brand and reflect
the voice of the company.”
KARA LEE, SPRINKLR
9

A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: HOW DO SOCIAL MEDIA MANAGERS AND COMMUNITY MANAGERS DIFFER?
“ ocial Media Managers must focus
S “ hile the roles often dovetail at points
W
content, traffic and engagement of (and are often confused for each
the social community. Community other!) the Social Media Manager
Managers also have a support/ deals solely with the online groups
product awareness component- they and networks, and managing content
must report bugs and issues to on those networks. The domain of the
the product team and they should Community Manager is much more
be the voice of communication broad reaching, and touches many
between the engineers and the more facets of a company. Community
users. Social Media Managers also Managers interact with product,
typically do not have an in-person community members both online
portion of the community, where and offline, events, internal company
Community Managers may plan in communities, customer support, and
person events.” content management.”
KAREN SCHOELLKOPF, HARVEST/WALKABOUT NYC
JULIA WILSON, BITLY
10

A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: WHAT ROLE DOES COMMUNITY MANAGEMENT PLAY IN MARKETING?
QU EST ION 2
What Role Does Community
Management Play in Marketing?
11

A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: WHAT ROLE DOES COMMUNITY MANAGEMENT PLAY IN MARKETING?
“ The real power of community management is
that it connects directly with the customers,
bypassing standard marketing channels that are
seldom more than a one-way, outbound form “ t’s parallel to marketing.
I
of messaging. Through this direct connection,
Community Managers can provide
quick, nimble data providing true insight can
deep & helpful feedback from
be gained that can help the company target a
more powerful value proposition, essentially users/community members to the
acting as product marketing (not promotional marketing team. And marketers can
marketing). By continuously sustaining that give input about new initiatives to
larger conversation with those who want to
Community Managers. But they’re
purchase products and services that fit their
needs precisely and for a good value, you can
not the same.”
better serve them by ever-nearing an ideal CALI HARRIS, TECHSTARS
business model.”
CADE PETERSON,
SONY COMPUTER ENTERTAINMENT AMERICA
12

A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: WHAT ROLE DOES COMMUNITY MANAGEMENT PLAY IN MARKETING?
“ Community Managers are not necessarily
marketing people nor should they be.
You should hire a Community Manager
“ arketing brings people in the door,
M
for their interpersonal skills and ability
to clearly communicate with people in an but community makes people stay.
online forum. Yes, Community Managers If the community is happy, members
do leverage some marketing techniques, will naturally talk, just like how you
but they should be more focused on the
can’t stop talking about your new
engagement with the public part of the job
instead of how to position the company,
boyfriend, and the outcome is word
product, service. Community Managers and of mouth marketing. While the goal
people in marketing should work closely of community is not marketing, it
together to ensure their efforts are in can produce the most effective kind
concert with one another. Marketing should
of marketing if done well.”
be interested in the feedback from the
SARAH JUDD WELCH, LOYALCX
Community Managers about what the public
wants and how.”
LOVISA WILLIAMS, U.S. DEPARTMENT OF STATE
13

A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: WHAT ROLE DOES COMMUNITY MANAGEMENT PLAY IN MARKETING?
“ reating an online social community
C
allows the brand to create their own
“ ommunity Managers are the main
C casual focus group, who they can tap
voice to the user community. They into in and gain insights they never
would in formal research. A Community
are responsible for getting users to
Manager also provides a voice to the
understand how to use the product
brand that is not speaking ad slogans,
or service and get excited about new
but as a human would, which makes it
features and developments. Early
easier to engage in a conversation with
on in start-ups many Community consumers. Creating a loyal community
Managers are also responsible for of people who love your brand makes
the basic marketing strategies.” it easier to share brand news or
JULIA WILSON, BITLY products, since you are sharing it with
a group you know cares.”
REB CARLSON, MKG
14

A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: WHAT ROLE DOES COMMUNITY MANAGEMENT PLAY IN MARKETING?
“ arketing is about brand awareness
M
and lead collection. Community
often seems similar because it can
involve brand awareness, but the “The right execution of the
primary focus of community is brand social media strategy.”
AFFINITY. Make people love the SABRINA MOSSENTA, VIADEO.COM
company. If we do our job, Marketing
can do theirs easier.”
EVAN HAMILTON, USERVOICE
15

A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: WHAT ROLE DOES COMMUNITY MANAGEMENT PLAY IN MARKETING?
“ ommunity management plays a huge
C
role in marketing in that it makes the “ t a smaller company, Community
A
marketing process so much easier. At Managers may play a significant
a conference last year, our marketing role in marketing, even creating all
team came up to me and thanked me
the ads and promoting them! Larger
because by the time they spoke to
companies will probably have their
prospective or existing clients, they
own marketing division. In this case,
already loved us and were wanting
it will be a close cooperation between
to know more about the product. Our
marketing team didn’t need to spend
them and the Community Manager
their time convincing the client that to ensure the message to the
our team itself was something to community and media is succinct.”
believe in, they already wanted to MATHEW ANDERSON, PETROGLYPH
be a part of what we were doing.”
SHERRIE RHODE, SWEET TOOTH
16

A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: WHAT ROLE DOES COMMUNITY MANAGEMENT PLAY IN MARKETING?
“ ommunity management supports
C
marketing by providing platform “ here to begin?! It allows an
W
specific expertise, vetting organization to listen to what its
content from the target audience fans want and shape programs
perspective, providing engagement around their needs. If done right, it
to marketing posts, managing gives brands the right to talk about
ambassador/advocate programs their products because it first and
and providing feedback to marketing foremost serves the needs of the
about the success or opportunities brand’s customers.”
for improvement.” ADAM WEITNER, EDELMAN
GINA MULIC, ROGERS
17

A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: WHAT ROLE DOES COMMUNITY MANAGEMENT PLAY IN MARKETING?
“ I wouldn’t say it plays a role in marketing,
but it does have to work with marketing,
as well as every other department in
the company. Where I see community
and marketing working together is in the “ ommunity management picks up
C
following: Marketing gets people in the where marketing leaves off. Like in a
door, and it’s important that you have
restaurant, marketing is the hostess
a funnel that leads those new users/
customers to become active community that greets the customer and leads
members. A good community will greatly them to their table, while community
improve word of mouth marketing. People management serves them and really
who love your product and community will
makes, or breaks, their experience.”
talk about it. Community can be presented
TERA KRISTEN,
as a valuable feature of a product when FREELANCE COMMUNITY MANAGER
you’re marketing that product. Community
members are often great sources for
testimonials for your marketing materials.”
DAVID SPINKS, FEAST
18

A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: WHAT ROLE DOES COMMUNITY MANAGEMENT PLAY IN MARKETING?
“ ommunity Managers focused on
C
marketing objectives typically spend
their time highlighting, supporting and
rewarding advocacy - and they typically
focus on advocates who are most
likely to impact brand impression or
conversion. Because trust has moved
from organizations to individuals,
this advocacy plays an increasingly
important role in marketing.”
RACHEL HAPPE, THE COMMUNITY ROUNDTABLE
19

A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: WHAT IS THE RELATIONSHIP BETWEEN CUSTOMER SERVICE AND COMMUNITY?
QU EST ION 3
What is the Relationship Between
Customer Service and Community?
20

A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: WHAT IS THE RELATIONSHIP BETWEEN CUSTOMER SERVICE AND COMMUNITY?
“ hese departments are inextricably
T “ ommunity Managers are not
C
linked. Like a cheeseburger and support agents, but it is our job to
French fries. Sure you can have one know what our community is feeling.
without the other, but why would you Working with support to better
want to?” understand your customers will only
JENN PEDDE, 2U, INC.,
make your community better.”
THECOMMUNITYMANAGER.COM
CARTER GIBSON, USERVOICE
21

A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: WHAT IS THE RELATIONSHIP BETWEEN CUSTOMER SERVICE AND COMMUNITY?
“ It’s a lot easier to find a brand’s social
accounts than it is a customer service
number today. It’s also easier to express
“ ften the community believes that
O
a complaint via Tweet and post than to sit
social media is the perfect place on hold to let someone know you had a
to complain but the communities bad experience. With this in mind, it’s key
we build are designed not just as that Community Managers are on top of
the feedback they are receiving. We’ve all
a place for customer griping but
seen the “bad experience at Store XYZ”
also as a place to ask questions, posts that have snowballed into people
connect with people of a similar commenting about their bad experiences.
mindset and to share stories about Instead of shutting that thread down, help
a brand that they have formed a solve the problems. Maybe training within
the organization really is an issue that
relationship with.”
needs to be addressed. If it is, address it
SHANNON HUNTER, CAPITAL C
and thank the community for bringing it to
your attention.”
MAC SLAVIN, PROFESSIONAL BULL RIDERS
22

A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: WHAT IS THE RELATIONSHIP BETWEEN CUSTOMER SERVICE AND COMMUNITY?
“ ith so many options for social
W “ For customers, the customer experience
is a continuous one, not one segmented
media available to our customers,
into evaluation, purchase and support.
their avenues for complaints and
Because of that customers don’t
“word-of-mouth” have been vastly
typically distinguish between channels
expanded. What may start off as a when they have a need even though
bad customer service experience organizations have different functional
can quickly turn into a PR nightmare groups to manage the different aspects
as it makes its way out into the of the customer process. Communities
community. Customer service and increasingly serve as the one point
of contact for customers related to a
community managers have to work
company and community teams act
together to address the customer
as ombudspersons, providing a single
service issues that a company may
consistent experience to customers and
face, and to guide the conversation shielding them from internal complexity
back to a positive resolution.” while ensuring questions are answered.”
MARK SHANNON, HENRY’S RACHEL HAPPE, THE COMMUNITY ROUNDTABLE
23

A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: WHAT IS THE RELATIONSHIP BETWEEN CUSTOMER SERVICE AND COMMUNITY?
“ hey are intertwined. Customers
T
will turn to online communities
for help and advice about your
product or service, I can guarantee
this. Whether the community is
the “official” channel for customer
“They are one and the same. If
support or not, how support
they aren’t in your community,
related posts are handled will
you’re doing it wrong.” reflect directly on your brand
ADAM WEITNER, EDELMAN
and reputation. This can create
potential for new sales as well as
enhance customer retention and
lower support costs, too.”
PETER REDMER, MAGENIUM SOLUTIONS, LLC
24

A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: WHAT IS THE RELATIONSHIP BETWEEN CUSTOMER SERVICE AND COMMUNITY?
“ here is a direct correlation
T
between customer service and
the community. While we may not
officially play the role of customer “ rom the consumer’s perspective
F
service, we are often the first point there is no distinction between
of contact or “middle man” for our the two even though operationally
customers. Their experience with us there may be. Effective Community
and how their question is handled Managers are not customer service
directly influences their view on the agents but they should strive to
company and brand. Customers create a situation where the two
appreciate having someone local departments operate seamlessly.”
to go to when most companies don’t ALASTAIR SIBLEY, KETCHUM
have the resources or manpower
for multiple offices.”
LEILA NAJAFI, EVENTBRITE
25

A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: WHAT IS THE RELATIONSHIP BETWEEN CUSTOMER SERVICE AND COMMUNITY?
“ ommunity and customer service
C
“ ustomer service is a sub-set
C
are very closely tied together, or
of community. Granted, most
should be. As Jeannie Walters
communities have an element of
recently said, customer service
customer service associated with
is very reactive while customer
them; however, active participation
experience is proactive. I believe
in a healthy community is not just
this applies to community as well.
getting answers to problems. It’s
You should always be reaching out
also about establishing an identity
to your community and find out how
and networking with like-minded
things are going, not just waiting
practitioners. Communities that focus
for a problem to arise. Build that
on people and relationships, will be
relationship even when you don’t
relevant longer to its members.”
need it.”
RYAN RUTAN, JIVE SOFTWARE
SHERRIE ROHDE, SWEET TOOTH
26

A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: WHAT IS THE RELATIONSHIP BETWEEN CUSTOMER SERVICE AND COMMUNITY?
“ In general these teams should act as
cooperating teammates for both these
departments are often the first point of
contact. Community often lives at the
“ hey are separate but equal.
T “top of the funnel” and want to be the
Customer service’s primary friendly voice to invite people to interact
goal is helping the customer. with our brand and add to our culture.
Community compounds that with Whereas our support “ranger” colleagues
servicing emergent needs with tend to deal with the more technical
entertainment and engagement troubleshooting aspects of the user
experience. We see our role as being
about a brand or product.”
more proactive/preventative in identifying
MATTHEW KNELL, AOL
the issues our users are having, being
a support system, and directing them to
the appropriate resources.”
LAURA HORAK & CONNOR MEAKIN, HOOTSUITE
27

A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: WHAT IS THE RELATIONSHIP BETWEEN CUSTOMER SERVICE AND COMMUNITY?
“ ou can’t have a community without
Y
some form of customer service.
In my mind, the best Community
Managers are also savvy customer
service professionals.”
KELLY LUX, SYRACUSE UNIVERSITY ISCHOOL
28

A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: DESCRIBE THE BIGGEST LESSON YOU’VE LEARNED IN YOUR TIME IN COMMUNITY BUILDING
QU EST ION 4
Describe the Biggest Lesson
You’ve Learned in
Your Time in Community Building.
29

A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: DESCRIBE THE BIGGEST LESSON YOU’VE LEARNED IN YOUR TIME IN COMMUNITY BUILDING
“ he Community Manager is the
T
expert. You can’t fault coworkers
for not knowing how to do this “ orget about what is cool and sexy.
F
because it just doesn’t come Do not get distracted by other flashy
natural to them. They don’t get companies surrounding you. Focus
it. You have to work for them as on what makes your community
much as you have to work for unique and align yourself with those
your community. Education makes out for your best interests.”
everyone’s lives easier, especially JENNIFER LAYNE CARDON, GOGOBOT
yours in the long run.”
JENN PEDDE, 2U, INC &
THECOMMUNITYMANAGER.COM
30

A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: DESCRIBE THE BIGGEST LESSON YOU’VE LEARNED IN YOUR TIME IN COMMUNITY BUILDING
“ indness always, always wins.
K
(Even though, at times, it can be “ ist up and listen up. Create a list
L
tough to practice kindness.) After of those that you would want to
all, community is really about eventually be listed alongside with.
people. And being nice makes Then listen to what they have to say
for better people. And better for a few months.”
community interactions.” MIKE FRAIETTA, SOCIAL EDGE CONSULTING
CALI HARRIS, TECHSTARS
31

A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: DESCRIBE THE BIGGEST LESSON YOU’VE LEARNED IN YOUR TIME IN COMMUNITY BUILDING
“ uilding a community takes longer
B
than you’d expect. You have to talk
to many many people before you
establish some roots, cultivate
those roots and tend the garden,
as it were, before people take notice
“Always take one step back and
and seeds fall and grow on their
think like a community member.”
own. And you can never give enough
JONHA REVESENCIO, LEO BURNETT SINGAPORE
thanks to the early adopters and
the people who continually help out.
Some come and go, others stick
around, and thanking them often
is never out of style.”
GWYNNE MONAHAN, CILO
32

A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: DESCRIBE THE BIGGEST LESSON YOU’VE LEARNED IN YOUR TIME IN COMMUNITY BUILDING
“ t’s really easy to get wrapped up
I
in the “busy work” online. I really
“You can’t fake a successful
had to practice stopping and asking
community. If you don’t approach
myself “how is this providing value
it genuinely, it will never survive.”
to my community” and if I can’t
DAVID SPINKS, FEAST
answer it, I shouldn’t be doing it.”
JENNIFER GRAYEB, AETNA
33

A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: DESCRIBE THE BIGGEST LESSON YOU’VE LEARNED IN YOUR TIME IN COMMUNITY BUILDING
“ or the most part your worst, most
F
“When you assume, you make
ardent trolls and detractors are
an ass out of you and me.
ultimately on your side; they want
Always question, take the time
things to be better. They just really
to analyze, don’t rush in.”
suck at communicating it.”
BLAISE GRIMES-VIORT, EMODERATION
DAVID DEWALD, TECHWELL
34

A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: DESCRIBE THE BIGGEST LESSON YOU’VE LEARNED IN YOUR TIME IN COMMUNITY BUILDING
“ on’t underestimate the value
D
“ ometimes you just have to bite
S
of over-communication! If it’s
your tongue, put aside any personal
important, go the extra mile to
judgments or beliefs, and respond
find new ways to say the same
in a way that’s the best for your
message, sometimes even to the
community and company.”
same audience.”
SARA STEELE-ROGERS, EVENTBRITE
RYAN RUTAN, JIVE SOFTWARE
35

A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: DESCRIBE THE BIGGEST LESSON YOU’VE LEARNED IN YOUR TIME IN COMMUNITY BUILDING
“ believe it’s important to get buy-in
I
from internal stakeholders around
your community and social strategy. “Community ain’t easy. :) If it
This is a big lesson, because if is, you’re doing it wrong.”
you don’t, you’ll be pushing an EVAN HAMILTON, USERVOICE
18-wheeler uphill for a while.”
JOSEPH MANNA, INFUSIONSOFT
36

A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: DESCRIBE THE BIGGEST LESSON YOU’VE LEARNED IN YOUR TIME IN COMMUNITY BUILDING
“ goal is not a vision. Be very clear
A
about what you’ve been hired to “ cknowledgement goes a long way.
A
do. And don’t be afraid to seek If you can’t immediately solve a
clarification or set boundaries. Ask customer’s issue, making sure they
yourself: Have you been hired to know you hear them is enough to
carry out a vision or meet a goal? keep them happy. During my time as
Believe it or not, those are two very a Community Manager, I have seen
different jobs. You won’t always have the biggest complainers turn into
the freedom to decide what the vision our biggest advocates.”
is, but the ability to make a decision DONAL O’CONGHAILE,
SMILEY 360 & SOCIAL MEDIA LINK
about doing the job is critical.”
SHEENA MEDINA,
FREELANCE SOCIAL MEDIA STRATEGIST
37

A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: DESCRIBE THE BIGGEST LESSON YOU’VE LEARNED IN YOUR TIME IN COMMUNITY BUILDING
“ Every community is different and you
can’t just put out the same content to
all of them. Communities need to be
customized for content, language, culture,
“ ou’re only one person and there
Y and syntax in order to resonate with the
are going to be pits and peaks. If people you are trying to engage with.
a campaign doesn’t work, learn The answer to most social media policy/
from it at move on. You have to be legal questions is, it depends. It depends
agile and willing to listen to what on the geographic location of the
your community needs and any community, the culture of the community,
the expectations of the community, and
given time.”
the technologies being used. This means
ALEXA PLEW, EVENTBRITE
most solutions are custom solutions even
though the thought process is the same
for most issues.”
LOVISA WILLIAMS, U.S. DEPARTMENT OF STATE
38

A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: DESCRIBE THE BIGGEST LESSON YOU’VE LEARNED IN YOUR TIME IN COMMUNITY BUILDING
“The biggest lesson I have
learned is to always have
a crisis plan in place.”
EBONY HILLSMAN, THE CREATIVE PROTOCOL
39

A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: HOW DO YOU ENVISION THE DREAM COMMUNITY/SOCIAL TEAM SET UP AT A COMPANY?
QU EST ION 5
How Do You Envision the
Dream Community/Social Team
Set Up at a Company?
40

A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: HOW DO YOU ENVISION THE DREAM COMMUNITY/SOCIAL TEAM SET UP AT A COMPANY?
“ o be truthful, I think Eventbrite has
T
found the sweet spot. In addition to
having a Community Manager that
heads up corporate community, we
“ y team and I collaborate to
M have local Community Managers that
delegate all the different social, focus on building brand awareness
branding and engagement in individual markets. It is great to
strategies. We work closely with have these satellite positions that
the PR, Consumer Marketing and know the in’s and out’s of the cities.
Customer Service teams too.” We can focus on what will make the
ALISON HILLMAN, TRULIA
most impact in each of our cities.
These sub-communities then feed in
to the larger Eventbrite community and
everybody feels the love!”
ALEXA PLEW, EVENTBRITE
41

A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: HOW DO YOU ENVISION THE DREAM COMMUNITY/SOCIAL TEAM SET UP AT A COMPANY?
“ he community team has seats at
T
both the management table and “ n most cases, I recommend against
I
the product table, and the head of outsourcing a Community Manager.
community has a voice in both the Someone outside the company
strategic direction of the company simply can not do as good of a job
as well as the product. The social as someone intimately involved with
team is part of the marketing the business.”
team, but has a seat in community CASSANDRA CAMPBELL, LIBERTY VILLAGE
BREWING COMPANY
as well.”
SARAH JUDD-WELCH, LOYALCX
42

A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: HOW DO YOU ENVISION THE DREAM COMMUNITY/SOCIAL TEAM SET UP AT A COMPANY?
“ Maybe it is possible for one person to
“ kill sets that include strategy,
S
embody it all, but the dream community/
understanding of the product
social team needs: analytics and
lifecycle and recognition of business
reporting skills, the creativity skills that
comes with coming up with content, goals and how to align product
some multimedia skills, big picture positioning, messaging and community
ideas, and overall an understanding of development with business and
how people actually use social. I think product roadmap. They should be
it’s less about having a huge team, but included on new product planning,
instead a small core group of people
providing launch plans from inception
(about two to three) who are super
of product, and involved with
smart. Ideally there is someone who
can execute the strategy, someone sunsetting of product before there are
who knows how to answer the “why” customer complaints. In my dream
questions in terms of metrics, and view, community/social teams are
someone who is thinking three months the core of product marketing.”
ahead of everyone else.” CINDY SOLOMON,
GLOBAL PRODUCT MANAGEMENT TALK
REB CARLSON, MKG
43

A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: HOW DO YOU ENVISION THE DREAM COMMUNITY/SOCIAL TEAM SET UP AT A COMPANY?
“ hether it’s handled by an outside
W
agency or in-house, whether it’s one
“ ead of Community, running a
H
person or a whole team, the key is
department just as important
this: having a dedicated resource for
and independent as marketing.
both social media and community
Community Managers focusing
management. It’s a demanding
on areas like forums, events,
job. If you “tack on” community or
etc. Content creators creating
social media duties to someone
great content. Social Media
who already has a full plate (or
Managers focusing on publishing
a different area of expertise) it
and interacting via social media.
not only spreads that employee
Support representatives handling
too thin, but doesn’t allocate
issues and questions.”
enough resources for the often
EVAN HAMILTON, USERVOICE
overwhelming task that it is.”
PETER REDMER, MAGENIUM SOLUTIONS, LLC.
44

A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: HOW DO YOU ENVISION THE DREAM COMMUNITY/SOCIAL TEAM SET UP AT A COMPANY?
“ here will be several Community
T
Mangers that tackle different
aspects of growing the community.
A Content Manager focused on
“ he ideal community set up
T content, a relationship builder
would be a central community focused on engaging members
driven team owning policies and finding out their WIIFM, a Site
and processes, and acting as Developer that ensures the platform
advocates and educators. Small is designed to enable sharing and
and nimble, with a great reach.” meeting new members, a Social
BLAISE GRIMES-VIORT, EMODERATION Media Manager that ensures the
right kinds of messages from the
organization is being shared with
their target audience.”
ESE EMERHI, IHREME CONSULTING
45

A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: WHAT ADVICE WOULD YOU GIVE TO A BRAND NEW COMMUNITY MANAGER?
QU EST ION 6
What Advice Would You Give to
a Brand New Community Manager?
46

A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: WHAT ADVICE WOULD YOU GIVE TO A BRAND NEW COMMUNITY MANAGER?
“ ake a deep breath, and focus.
T “ e wear lots of hats. One day we’re
W
Find your resources, talk to other planning events, and the next we’re
Community Managers that have blogging. Learn how your strengths
done this. Don’t reinvent the wheel. interact with each other and be
You’re not alone!” prepared to feel like you have to
JENN PEDDE, 2U, INC &
have ADHD to succeed.”
THECOMMUNITYMANAGER.COM
CARTER GIBSON, USERVOICE
47

A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: WHAT ADVICE WOULD YOU GIVE TO A BRAND NEW COMMUNITY MANAGER?
“ on’t be afraid to experiment
D
with different types of content,
but always remember to give “ALWAYS keep separate
your communities the credit they apps for personal &
deserve. Also, don’t take feedback professional twitter. ;)”
personally - it’s all part of growing SHANNON HUNTER, CAPITAL C
and becoming a better brand voice.”
STEPH PARKER, NEIMAN
48

A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: WHAT ADVICE WOULD YOU GIVE TO A BRAND NEW COMMUNITY MANAGER?
“ isten. Listen to your community,
L
“ ou have to constantly learn and
Y listen to your co-workers, listen
adopt. One piece of advice I got early to management. You’ll learn a
on was that if something doesn’t lot about your company and a
work, try something different. Don’t lot about the community you’re
fear failing, embrace it.” starting to manage.”
SHERAZ BHATTI, CITELIGHTER MAC SLAVIN, PROFESSIONAL BULL RIDERS
49

A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: WHAT ADVICE WOULD YOU GIVE TO A BRAND NEW COMMUNITY MANAGER?
“ top worrying about how every
S
hour of your day should be spent,
“ est. Never assume you know what
T
and focus on getting to know
or how your community will react.
the community. Schedule calls
Try new things and develop those
with everyone who will speak to
that work and learn from the ones
you. Meet with people in person
that don’t.”
when possible. Focus on building
TIM MCDONALD, HUFFINGTON POST/AOL
relationships above all else.”
JENNIFER GRAYEB, AETNA
50

A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: WHAT ADVICE WOULD YOU GIVE TO A BRAND NEW COMMUNITY MANAGER?
“ ou’re going to fail a lot. That’s
Y
okay. Embrace it. Don’t be afraid
of inactivity. If you don’t post
“ dentify the short term goals you
I
anything, because you’re worried
can achieve in your new role and
that no one will respond, then
stick to them. You’re going to be
you’re guaranteed to fail. And start
pulled in a lot of different directions,
simple. Communities don’t happen
which is ok, just make sure you
over night and you don’t need a
have your own set of tasks that you
grand strategy to make it work.
can measure yourself against.”
Just start by genuinely caring and
NICK CICERO, LIVEFYRE
talking with one person, then two
people, three, etc.”
DAVID SPINKS, FEAST
51

A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: WHAT ADVICE WOULD YOU GIVE TO A BRAND NEW COMMUNITY MANAGER?
“ efore you invest any time in
B
coming up with a build road map,
spend your first month engaging
“Get ready to realize just and getting feedback from the
how many crazies there existing community. The amount
of R&D you can get from them in
are out there.”
that first month, will set you up for
ADAM WEITNER, EDELMAN
success 4-5x compared to where
you started.”
RYAN COX, COX CONSULTING
52

A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: WHAT ADVICE WOULD YOU GIVE TO A BRAND NEW COMMUNITY MANAGER?
“ e open to learning new skills:
B
data analysis, video editing, event
“ ommunity is mix of top-down and
C
planning...whatever it takes to
bottom-up preference. Your job is to
engage, analyze and report on your
align your corporate goals with your
community building efforts. Take
customers want in a manner that
the time to learn what happens
establishes balance. Make sure you
in every functional area of your
know how success is measured,
organization, and create open lines
and when in doubt, listen.”
of communication with people - the
RYAN RUTAN, JIVE SOFTWARE
more you know about what is going
on, the better you will be at your job.”
KELLY LUX, SYRACUSE UNIVERSITY ISCHOOL
53

A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: WHAT ADVICE WOULD YOU GIVE TO A BRAND NEW COMMUNITY MANAGER?
“ o build a community, you must not
T
be afraid to get off the computer, go
out and talk to people offline and
develop genuine relationships.”
CONNIE CHANG, GOGOBOT
54

A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: WHAT’S YOUR PREDICTION FOR THE FUTURE OF COMMUNITY MANAGEMENT?
QU EST ION 7
What’s Your Prediction for the
Future of Community Management?
55

A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: WHAT’S YOUR PREDICTION FOR THE FUTURE OF COMMUNITY MANAGEMENT?
“ ind yourself a professional network
F
“ fully expect the term “Community
I
for support and development.
Manager” to not be *AS* prevalent
Interview all company stakeholders
as it is as this moment. Much
(& make friends during the
like how developers distinguish
process). Identify key business
themselves by what part they work
goals. Develop a strategy to reach
on or what languages they know,
those goals, Get to work, Measure/
you’ll see community folks start to
Analyze/Report. Tweak. (Oh, and
diversify by title and have incredible
learn how to juggle. ;).”
skill sets in certain areas.”
HILLARY BOUCHER,
JENN PEDDE, 2U, INC. & THE COMMUNITY ROUNDTABLE
THECOMMUNITYMANAGER.COM
56

A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: WHAT’S YOUR PREDICTION FOR THE FUTURE OF COMMUNITY MANAGEMENT?
“ was given this advice when I first
I
started and it didn’t make sense
until a few months after I started,
of course, hindsight is always
“That when I say
20/20. But always remember, it’s “Community Manager”
a marathon, not a sprint. There people say “Oh awesome!”
are times when you want to be instead of “Oh, awesome...
everything to everyone and you
what’s that?” ;)”
simply cannot. You have to prioritize
CARTER GIBSON, USERVOICE
your time and determine what makes
sense for you and the business.”
LEILA NAJAFI, EVENTBRITE
57

A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: WHAT’S YOUR PREDICTION FOR THE FUTURE OF COMMUNITY MANAGEMENT?
“ think the future is optimistic.
I “ ommunity management will
C
I think the HR department of many become an important skill in
corporations should embrace the sociology of the Internet. It
community management the way will stop being just a marketing
start ups do and adapt it. It will practice and it will be needed
help driver users and keep your to organize information and to
biggest fans happy. Just my guess produce knowledge that will boost
(or vision).” economic growth.”
SHERAZ BHATTI, CITELIGHTER GRISELDA CUEVAS, GREEN LOVESEAT
58

A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: WHAT’S YOUR PREDICTION FOR THE FUTURE OF COMMUNITY MANAGEMENT?
“ ommunities have existed since
C
“ believe that the Community
I the beginning of time, and the
Manager will enter the C-Suite as a core concepts that make a
Chief Community Officer, or a similar community survive have always
role. Since Community Managers been the same. The future will be
touch everything from product to no different. What I think we’ll see
customer service to marketing, in the future is more companies
there are few people suited to lead placing value on community, hiring
the customer experience from the senior level community experts,
top down moving forward.” and starting companies with
NICK CICERO, LIVEFYRE community at their core.”
DAVID SPINKS, FEAST
59

A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: WHAT’S YOUR PREDICTION FOR THE FUTURE OF COMMUNITY MANAGEMENT?
“ ommunity management will split
C
into several different specialties
with distinct and only vaguely
“ believe that community
I related skill sets. As such we’ll
management will become the continue to see a diversification
practice and application of customer of our job titles and companies
retention, whereas marketing will will start to hire for specific
continue to acquire new customers.” purposes and against specific
TERA KRISTEN, COMMUNITY BUILDER needs. Eventually we will become
embedded at every level of our
respective businesses.”
ALASTAIR SIBLEY, KETCHUM
60

A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: WHAT’S YOUR PREDICTION FOR THE FUTURE OF COMMUNITY MANAGEMENT?
“Either we’ll fail to differentiate “ ess centralized, more distributed.
L
ourselves and become a Communities live in fragments
marketing lackey, or we’ll bloom and sections as much as they
into a real department and help do in collections. You can create
make or break brands.” community in a single interaction.”
MATTHEW KNELL, AOL
EVAN HAMILTON, USERVOICE
61

A COLLECTION OF COMMUNITY MANAGEMENT ADVICE: WHAT’S YOUR PREDICTION FOR THE FUTURE OF COMMUNITY MANAGEMENT?
“ n future I think there will be smaller
I
and more specialized communities,
so an important Community
Manager skill will be mapping all
this communities, placing a brand in
a strategic way and creating content
appropriated to more expert users.”
PAOLA SANGIOVANNI, PINTEREST ITALY
62