A Day in the Life of a Community Manager
Whether paid or volunteer, the life of a community manager tends to be fairly similar. Community management can be a piece of social media marketing and management, but it does not, strictly, have to be.
Most of a Community Manager’s time divides into three different modes:
1. Discussions
2. Nurturing and
3. Disciplining AKA Trust and Safety
Discussions
The discussion piece involves creating new discussions and shepherding them along. Users will not return, day after day, without new content. While the users are, ultimately, responsible for the content in a community, the Community Manager should create new content as well.
This is not always topics as it can also encompass informing users about changes in the site blog (if any) and even a Facebook fan page (if it exists).
This discussion piece evolves as the community evolves. In a community of fewer than one thousand users, content from the Community Manager might be the only new content for weeks! Which…can sometimes be problematic.
As such, it can loom very, very large. But it can also have a much stronger calming effect if other content is snarky.
As the community grows, regular Community Manager contributions should diminish. But there should still be some involvement. Otherwise members may feel the Community Manager is hanging back a bit too much.
It is a community, and that means that the users want to know the Manager(s). An easy and somewhat safe way to do this is by creating discussions.
On Topic/Off Topic
And the discussions need not always stay on topic! Lively discussions can be almost spun from whole cloth if the Manager can get the people talking. An automotive community might thrill to talking about cooking.
A cooking community might engage in an animated discussion about the Olympics. And a sports community could very well bring its passion to a topic like politics.
In particular, if the community is single subject-based (e. g. about, say, Coca-Cola), going off-topic should probably at least peripherally relate to the overall subject.
Hence Coke could branch out into cooking and, from there, into family relationships. Or into health and fitness.
But a push to discussing politics may not work unless it stems from a major recent news item or if there is precedent. And, if you get started with politics, it is hard to put that genie back in the bottle.
Finally, if a member is ill, or has passed on, getting married or having a child, an off-topic discussion can spring naturally and effortlessly. This happens regardless of the community’s main subject matter.
Corporate management may not love off-topic discussions. But they keep a community together, and they help to keep it viable.
Nurturing
The nurturing piece relates to the discussion aspect. However, it tends to encompass responding to and supporting good discussions on the site.
This is especially helpful if the Community Manager identifies top users who are good at making topics who the community likes.
And then nurture them to promote their discussions over more inferior ones.
Use nurturing to encourage newbies. And use it to encourage members who might become superstar users if they only had a little more self-confidence. Give them a track record of support and positive reinforcement.
Welcoming people can get old rather quickly. But there is nothing wrong with a form welcome, whether it is an email or a private message or even a popup. Why not explain where to go to contact a Moderator? Or where to look and even where to report if the site is down?
Another use for a welcoming message can be to link to the Terms of Service and any other rules the community must abide by.
The Life of a Community Manager and Relationships
Nurturing can also take the shape of developing relationships with members. The Community Manager does not have to be friends with everyone, even if the site is very small. However, they should get to know the users.
Private messages (if available), writing on a wall or the like can do this.
Furthermore, the Community Manager can use private messages, etc. to head off potential problems at the pass.
Headstrong members might be wonderful when they write on topics not related to their overarching passion. Or they might respond to a tactful request to tone things down a bit. Or a lot.
The Community Manager can encourage those members to take part in those other discussions. The manager can reach out to other community members. Friendship can help to minimize flaming.
Disciplining AKA Trust and Safety
And this leads me to the disciplining part. It is often the first thing that people think of when they think of community management. That includes things like pulling spam.
It also includes giving users timeouts or even outright suspending them when their activities run against a site’s Terms of Service.
Trust and Safety can also mean checking content to be sure that it fits community standards. Those can be everything from avoiding porn to getting rid of health misinformation.
The Facebook Trust and Safety team, for example, once had the unenviable responsibility to weed through violent and disturbing imagery. Nowadays, that is a task done by AI.
And it also includes shunning and ignoring. These can be extremely powerful. The Community Manager can help to mobilize other users.
But the Community Manager Must Do It Right
An email or private message campaign is almost always a very poor idea. Rather, the Manager must lead by example. Do not take the bait when challenged, unless it is absolutely necessary. But that is rare.
It is the Community Manager’s call when to take it, particularly if personal insults fly.
Often the best tactics include: (a) get offline and cool off. And (b) ask another Community Manager or Moderator to determine if it warrants disciplinary action. And then enforce that if it is.
One thing a Manager should never forget: there is far more to the community than just the people posting. There is often a far larger audience of lurkers, both registered and unregistered.
They are watching events unfold but rarely comment. By leading by example, the Community Manager can influence not only active posters but also the community at large.
Customer Service is Key in the Life of a Community Manager, Even if the Forums are Free and There are no Real Customers
During a typical day, new members register. Also, members lose their passwords, or start and respond to topics. Furthermore, they answer older topics. People engage in private communications (if permitted on the site).
Members may disagree on something and they may do so vehemently. The site may get spam. Or someone might add violent and disturbing imagery.
The Community Manager can become involved as a content creator if content creation lags or goes too far off subject. He or she should discipline difficult members if necessary.
However, generally, a Community Manager’s main task, both daily and over the life of the online community, should be to carefully nurture and shape relationships.
Want More About Community Management?
If my experiences with community management resonate with you, then please be sure to check out my other blog posts about how online communities work, and how to best make them work for you and your organization.
Here are some posts about my years in community management, and what I have learned.
• Going From a Collection of Users to a True Community
† Risks of a Community Without Management
• Are Off Topic Posts Ever Okay?
Next blog post
Like this:
Like Loading...
You must be logged in to post a comment.