I’ve seen people say that social media is a disruption. It’s shaking up how companies do business. All of a sudden traditional marketing techniques aren’t as effective anymore. Public relations is shifting to be focused on two way communication & interaction. And as a result the community role is needed to put order into all of this.
But is the community manager role meant to smooth the waters and make everything run like an oiled machine?
If you are a community manager and you believe that, then you’re not a very effective one! You need to get busy!
If you are a manager or company with a community manager & they’re not periodically creating kerfluffles, then you should ask them what they’re doing? and take a look at their job description. Is it too narrow?
This topic makes me smile because I had a badge in my desk drawer at my library job that had ‘Change Agent’ on it. And yes it was like a law enforcement badge – ok, maybe more like Woody’s on Toy Story but it still meant the same thing. I also had a magic wand in the shape of a pencil, but that’s another post (I can’t tell all of my stories at one time).
I could also have titled this post – Are you a Change Agent? Do you cause disruptions? And now you’re saying, but Connie, aren’t we supposed to calm the masses & keep the flock happy?
In the external community, change is needed to keep it growing & thriving. If it becomes static it will also become stale. How can you stimulate & create change amongst your community? It’s an opportunity to introduce new functionality, to help them learn new things, to encourage advocates to become more involved, etc. So if you are sitting back & glad that there’s no change to report in your community, then you need to get creative.
In regard to your product or service are you going with the status quo? How can you be passionate about it if you aren’t listening to your customers and gathering feedback? What about gathering complaints & ideas for resolving issues? Again, I ask, are you effecting change in your position? This position obligates you to provide for your customers. You are the meta-customer.
And finally, do you make gentle ripples amongst your internal community (your coworkers)? Do you encourage them to try new tools that you’ve found helpful & are using. Are you teaching them new skills & sharing new information on social media trends & your industry/niche? Are you facilitating communication? When you identify break downs or gaps in procedures, do you try to help sort things out? How about working cross functionally? Are you sticking to marketing because that’s the department that you’re under & it’s safe? What would happen if you struck up conversations with other departments?
And yes, I am proud to be an agent of change! Am I a disruption, probably. Aaron Newman may tell you that I’m a PITA (pain in the arm ;) ). But I’ve always been a very helpful one & I”ve been practicing for 15 years. If you do those things gently & in a diplomatic manner you will go far & your opinions will be respected. For me, I’m not satisfied with the status quo. I set a high bar for myself & then help those around me achieve that with me.
Are you a change agent? or do you need to get busy & make a difference?
reading @cbensen‘s post on how “The Community Role is a Disruption” – http://bit.ly/p04e
@cbensen riffs on why community managers are disruptors – http://tinyurl.com/cfjn7o
Right on…I have a button I wear over my corporate badge: Develop Freely. As a Community Relations Manager, I agree it is my job to go out there and stir the pot, sees what bubbles up to the top and begin working to make the environment better for community by addressing the real issues. You must get beyond the top-of-mind chatter and find out what is really going on behind the scenes. Not a job for a person with thin skin!
Totally agree with you here, but… the challenge with this approach in the current economic climate is that people are trying NOT to be a PITA and stir the pot, lest they’re included in the next round of layoffs. My advice for community manager wannabees is to be very aware of your corporate culture and develop your role accordingly. If you’re in a very conservative firm it might make sense for you to bring change while respecting the traditional channels and corporate hierarchy. If your organization is highly political, make sure your efforts are aligned with an executive with plenty of political capital.
Jim | @jstorerj
That’s a valid point Jim, but on the flip side, it’s hard to be a yes person. Jeremiah had a recent post on Comm Mgrs needing to show ROI to ensure that their positions won’t be cut. I agree that there is a fine line in regard to how much to push.
I do think that the type of people in this role enjoy leading & motivating others. Not long ago I did a post about how important it is for there to be alignment in expectations between you & management.
Hey Lauren, I could tell when I met you that you make things happen! Keep it rolling girl!
I agree with your post. I love the use of the word diplomatic. If you aren’t diplomatic the change agent can be considered a bad egg. People are afraid of what they don’t understand, thus diplomacy is always advised. ;) Keep up the great work.
I agree you need a sponsor executive. Being the diplomat means you’re going to follow the rules, however, if you’re changing the rules, that won’t work. Find that executive sponsor (s) who’s powerful, yet frustrated that things aren’t changing fast enough.
I do agree that you need buy in at the exec level. Without it you feel as if you’re talking & no one is listening. (That’s a whole other blog post. I have a saying, Want to know the fastest way to get your comm mgr to leave? Quit listening to them!)