I have come to realize that as community managers may be doing ourselves a disservice by choosing that title. We are all in agreement that we’re not managing anyone. But do organizations understand the term ‘Community’?
It seems that the larger the organization, the bigger the challenge. Small businesses and start-ups understand the value of having a community manager. In the last few years it is in vogue to add the position. And if the brand has a product support site, then the role is defined as a forum moderator. Oh how narrow that view is!
Let’s start with a definition for Community Manager:
The person in an organization that is the social media specialist and works cross-functionally and holistically to ensure that the business objectives in regard to social media are met. The primary objective is to serve as a translator between customers and prospects and the company and vice versa.
And what is the definition of their community? It depends on what the objectives are. But in general:
A community manager needs to support customers, prospects and colleagues. The three constituents have very different needs. Customers require excellent service and appreciation shown for their support of the brand. Prospects require information about the products and services that the company offers. Both will appreciate from information about additional services that will benefit them. And colleagues need training and support in best practices for utilizing social media to meet the objectives of their roles.
Both of those definitions are open to discussion. But do executives understand the term ‘community’ and ‘community manager’? Should they? or should we be speaking in their language?
Should the role of community manager include the words Social Media Specialist? Would that better state what a community manager does?
Are we hurting ourselves by using words that traditional organizations aren’t familiar with? Is it arrogant to expect them to learn our vocabulary? Is it seen as vogue and trendy? or should we be speaking in terms of their business objectives? Will we get more respect if we do so?
I’m unsure as to whether most execs really understand what ‘Community Management’ means, aside from posting on forums and interacting with our customers and potential customers. Having said that, I’m not sure that shifting the lingo to ‘Social Media Specialist’ solves much, apart from defining the channels through which community managers interact with customers. ‘Social Media Specialist’ just makes me (and I’m sure, others) about Twitter, Facebook, blogs, and forums (though forums are an old school form of social media).
I’m not sure what the solution is. Certainly, ‘Social Media Specialist’ may be easier to grasp, however I feel the scope of that job title is a little limiting, whereas ‘Community Manager’ is broader.
Hi CB!
I definitely think “community” is limiting. In most CEO ranks it will immediate cast things in a customer service light.
I would argue there is no special name needed for social at all. At the end of the day it’s just marketing. Overall I’d make the argument all the principals espoused for the social channels are becoming true across all channels. It’s all about hearing the voice of the customer and being relevant. Seeing this being called “content” or “engagement” marketing.
If the community world is going to get serious about moving business then they are going to have to cross the chasm.
Just my 2 cents!
– Tewks
Thank you for an excellent post. We are in the midst of a major paradigm shift toward a new way or working, doing business, and interacting with customers/stakeholders. Your question about what we should be doing differently to accelerate the understanding of social community management is a good one. I like to use a change management lens to think about this, but at a macro-societal level. I use a model developed by Conner & Patterson. First stage: Contact (intervention = communication). Your blog is a great assist in this respect. Second stage: Awareness: (intervention = Education). Your slideshare presentation are again assisting here. Third stage: Understanding, followed by Trial (4th stage), Adoption (5th stage) and Institutionalization (6th stage). The interventions for these stages involve coaching and reinforcement. Corporate America and large scale enterprises/government agencies are getting there. They need time to digest and internalize the new social paradigm. No way to speed this up, but persistence and repetition is key. You are providing an outstanding service as a change agent. Just keep doing what you are doing, with a broader and broader readership. It is helping many. I suggest keeping unique names (lest the roles become muddied with existing corporate responsibilities in the Enterprise 1.0 paradigm). In time organizations will tweak the names to fit their unique role requirements. You are already doing an excellent job…Remember the rule of 50’s (fundamental of Good Change Management). The first 50 times you say your message, people can’t hear it. The second time round of 50 times you repeat your message, your audience doesn’t believe it, and the next round of 50 times you repeat your message, you may start to get through. Change agents are in the message reinforcement business. A tough job, but someone has to do it! They will come around, and already are.
Two comments:
1) When I decided to begin looking into a career as a “community manager” I was shocked that that was the term used for the role that I was envisioning. So drab. So bland. So blahhh.
2) The good news… Soon it will just be called the “Director of Marketing.” ;-D