Community Manager: tasks, skills, training, salary and career development

With the rise of digital platforms and social media, the management of online communities has become a central element of a company's digital communications strategy. The need to build audience loyalty and maintain a positive e-reputation has led to the emergence of the Community Manager profession. Responsible for animating and managing communities on social networks, the Community Manager plays a crucial role in ensuring the visibility and consistency of a company's online brand image, responding to the demands of an ever-changing digital environment.

Description of the Community Manager job

The Community Manager is a key player in the field of a company'se-reputation . They are responsible foranimating, managing andoptimising onlinecommunities . They manage the company's various social networks, blogs and publication platforms. The Community Manager uses various tools and technologies to achieve the company's objectives, including monitoring tools such as Hootsuite and Buffer.

What is the role and remit of the Community Manager?

Developing the company's social networking strategy

The Community Manager develops and implements the company's social networking strategy. They define the objectives, identify the targets and plan the actions to be taken to increase awareness andengagement online. They also need to keep abreast of the latest trends and technologies in digital communications, so that they can adapt and optimise existing strategies.

Managing and animating communities

The Community Manager oversees the creation, management and animation of digital content on the various social networks. This includes moderation, interaction management and answering users' questions. They are also responsible foroptimising SEO to maximise the visibility of content.

Performance analysis and reporting

The Community Manager analyses content performance data to measure its effectiveness and identify areas for improvement. They use analysis tools such as Google Analytics to track performance, generate detailed reports and make recommendations based on the data. They must also present these reports to management to assess the progress and results of the strategies put in place.

Managing social networks and interacting with the community

The Community Manager oversees the company's presence on social networks. They plan and execute social media marketing strategies to increase engagement and brand awareness. They also monitor user interaction and feedback to adapt campaigns accordingly.

Tools and technologies used by the Community Manager

Social network management tools

• Hootsuite: Makes it easy to manage and organise social network accounts, plan publications and track interactions.
• Agorapulse: Allows you to manage dialogues and publications on social networks, create competitions and generate comprehensive statistics.
• Buffer: Used for scheduling shares on social networks, with performance analysis functions.
• Swello: Social network management tool developed by a French start-up, enabling you to plan, analyse and interact with your audience.

Monitoring and intelligence tools

• Mention: Used for monitoring social networks, tracking mentions of the company and measuring e-reputation.
• TweetDeck: Specific tool for managing Twitter, enabling tweets to be scheduled and analysed.
• Iconosquare: Instagram account management tool, offering moderation and performance analysis functions.

Content creation tools

• Canva: Creative tool for creating visuals for social networks, blogs and other graphic design needs.
• Adobe Suite (Photoshop, Illustrator): Used for advanced and professional graphic design.

Analysis and reporting tools

• Google Analytics: Allows you to measure the impact of your online activities and analyse the traffic generated by your content.
• Facebook Business Manager: for professional management of your company's Facebook and Instagram accounts.

Customer Relationship Management (CRM) tools

• Crisp: Used to manage customer relations and automate responses via chatbots, making it easier to interact and follow up with customers.

What skills do you need to be a good Community Manager?

Professional skills:

• Mastery of digital content management techniques.
• Skills in SEO and optimising content for search engines.
• Knowledge of web analysis and project management tools.
• Expertise in content creation and management.

Personal skills:

• Communication skills to collaborate with internal and external teams.
• Creative spirit to develop innovative and attractive content.
• Thoroughness and attention to detail to ensure accuracy of content and reports.
• Adaptability to react quickly to market trends and technological changes.
• Leadership and team management to motivate and direct staff.

What are the current challenges facing a Community Manager?

Rapidly evolving technologies and digital platforms

The community management sector is constantly evolving with the emergence of new technologies, platforms and content formats. Community Managers need to keep abreast of the latest trends and innovations to adapt their strategies accordingly. This rapid evolution can present a challenge in terms of ongoing training and adapting to new practices.

Managing the quality and quantity of content

Producing quality content while meeting often tight deadlines is a major challenge. Community Managers need to strike a balance between the quantity of content needed to maintain an active online presence and the quality of the content to ensure its effectiveness and impact.

Performance analysis and return on investment (ROI)

Measuring the effectiveness of content and justifying the return on investment (ROI) of content campaigns is an ongoing challenge. Community Managers need to use advanced analysis tools to track content performance, generate accurate reports and adjust strategies based on the results.

How do I become a Community Manager?

Education and training

To become a Community Manager, you generally need to have a degree (Bac+3) in marketing, communications, business or digital. The following courses are particularly popular:

• Bachelor's degree in digital marketing.
• Master's degree in digital communication.
• Business school diploma with a specialisation in digital marketing.

EM Normandie offers courses tailored to this profession, in particular the MSc International Marketing and Business Development. This course provides you with the skills you need in content strategy, digital content management and data analysis, giving you the all-round preparation you need to become a successful Community Manager.

Professional experience

Significant experience in positions of responsibility in digital content management is essential. Internships in communications agencies or positions as digital marketing assistants are key steps towards becoming a Community Manager.

What are the career prospects for a Community Manager?

• Progression to Social Media Manager or Digital Communications Director.
• Opportunities in large companies, communications agencies or start-ups.
• Possibility of becoming a community management consultant or setting up your own consultancy.
• Transition to digital strategist or digital transformation consultant.

What does a Community Manager earn?

The salary of a Community Manager varies according to experience, the size of the company and the sector of activity:

• Beginner: Gross annual salary (approx.): €25,000 - €35,000
• 2-5 years' experience: Gross annual salary (approx.): €35,000 - €50,000
• 5+ years' experience: Gross annual salary (approx.): €50,000 and more (with possible bonuses)

What kind of work does a Community Manager do?

A variety of employers:

Community Managers can work in a variety of organisations, including:

• Large companies and international groups.
• SMEs and start-ups.
• Marketing and communications agencies.
• Non-profit organisations and associations.

Main areas :

A Community Manager works in a number of sectors, including:

• E-commerce: Managing content strategies for online sales sites.
• Technology: Content marketing for high-tech companies.
• Financial services: Promoting financial and banking products online.
• Health and pharmaceuticals: Content campaigns for medical and pharmaceutical products.
• B2B sector: Development of content strategies for companies operating in the B2B sector, focusing on lead generation and strengthening customer relations.
• Media & Entertainment: Managing the online presence of media and entertainment companies, creating engaging content to attract and retain audiences.

In summary

The job of Community Manager is essential for ensuring the visibility and performance of a company's content strategies on social media. As the central pillar of content management activities, the Community Manager plays a crucial role in increasing customer engagement and loyalty. Their ability to analyse data, optimise content and manage editorial strategies is vital to the success and growth of online businesses. The job of Community Manager is a dynamic position requiring a wide range of skills and a great ability to manage strategic responsibilities. It's a constantly evolving role, offering opportunities for growth and career development, while playing a central role in the success and stability of companies' content strategies.