The Evolving Role of the Community Manager in Social Media Management

Community Managers (CMs) have emerged as key figures in today's digital landscape, playing a fundamental role in managing the online presence of companies, organizations, and brands. Their work encompasses everything from content creation to audience interaction, all with the goal of building and maintaining positive relationships with followers on social media platforms.

One of their primary functions is creating and curating relevant and engaging content that resonates with the previously analyzed target audience. This involves understanding market trends, thoroughly knowing the brand's identity, and effectively communicating messages.

Another crucial aspect of the CM's work is analyzing metrics and tracking performance on social media platforms. This allows for the evaluation of the effectiveness of implemented strategies and making adjustments as needed to achieve set objectives.

These have been the main tasks of Community Managers for many years, but nowadays this has a different focus. In recent times, market competition has increased, and the number of people trained to effectively perform this role has also grown. In other words, we are seeing more and more Community Managers.

So, the question arises: Is it really worth hiring a Community Manager? With abundant information available online on how to manage a social network and the fact that it is a relatively well-known profession, someone might attribute less value to the possibility of working with a CM.

We are currently facing an evolution of this role. The constant changes experienced by social media platforms require the CM to continuously acquire new skills and knowledge. Therefore, creating content and publishing it has ceased to be a simple and quick task. Behind the scenes, there is thorough research before developing a strategy and publishing content already planned on a previously established calendar.

In conclusion, the Community Manager plays a multifaceted role in social media management, acting as the digital face of an organization and contributing to its online success through content creation, audience interaction, and community building. However, in 2024, they have become someone with sufficient knowledge to guide you as the owner of your digital account, serving as your mentor in video creation, community message responses, how you address your audience, and how you convey your brand through a screen. They are responsible not only for managing your business's networks but also for the role you play in your brand's digital presence in this path to your company's growth; they are your director, your guide, your mentor. Their work is essential in an increasingly interconnected and social media-centered digital world.

Solana Brito - Community Manager