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Online Community Management

Online Community Management

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Published by Angelica Laurencon

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Published by: Angelica Laurencon on May 20, 2013
Copyright:Attribution Non-commercial


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 Online Community Management
“Community is something we do together. It's not just a container," said sociologist
David Brain.
Web based communication systems first began offering features and functions thatrequire a totally new task force:
The Community Management.
 Thus, the
online community manager 
’s role is a growing. It’s a new professional profile
many organizations and companies need urgently in order to face the complexity of thenew social media interfaces.People in this position work to build, grow and manage communities around a brand or cause. They are also connecting the corporate identity, the inhouse workflow to theusers, customers and possible co-workers.
 As more and more companies are convinced of the necessity of a CRM 2.0, a smart viralmarketing trying to involve UGC and the benefits of CTA (call to actions); they need alsoa multitasker managing the different communities.Online community managers may serve a variety of roles depending on the nature andpurpose of their online community, which may be part of a profit motivated enterprise."Every network has an underlying purpose and motivations for such network creationinclude:
Mission, Business, Idea, Learning By Doing
Online Community Managers are representing and visualizing
the collective vision,
 creating and managing relationships and manage collaborative processes.Their role is as complex as the Web 2.0 and Web 3.0 grid and under permanent
construction. That’s new and part of the new Enterpri
se 2.0 and Business 2.0 issues. Wehave to
think different 
and manage differently
 The Communit Mangers are managing the social profile of the Corporate Identity(collectively and individually), the human interaction inside - outside the company, theimage, the reputation They have also to manage the
social loop.
 Unfortunately, there is no curriculum preparing the future managers leaving the businessschool for this very complex and highly requested job. Once again, we are facing a quiteconfusing situation. A growing demand without any clear and convincing
The Community Manager’s job profile
«It’s a missionary work
for online and
offline community building
, social media, and
customer-company interactio
n working with
online communities
fan groups
, and
consumer groups.
The Community Manager needs a background in
Social Media Engineering
Community Management
Online collaboration tools and strategies
Web 2.0 and Web 3.0
The Community Manager is the
face and the interface 
of a company, managingcommunications in both directions.This digital-savvy employee is responsible for all communications, PR, social media,events, and content creation, among other things.
It’s a Web 2.0 communications role,
incorporating online tools
and i
create relationships
and ultimately build the company’s brand, both
online and off.
His daily workflow
Content creation
- publishing blog posts/ videos, articles, communications materials,and material for social media channels. He has at least to know how it works and torespond to comments, when appropriate, in order to foster a positive community and add
value to the user’s experience
Total Web Awareness
Setting the relevant alerts, staying inside the flow, with an open mind and open eyes.Review user generated comments and posts in a quick and timely manner.Create a MOON : massive open online network.
Social media marketing
creating, managing and growing the company’s presenc
ethrough blogs, Twitter, Facebook, and other strategically relevant online properties
 Customer relations
the Community Manager is often responsible for customer support
answering questions however they come in (phone, e-mail, Twitter) andmanaging any online feedback forums such as Get Satisfaction pages;
Liquid Learning Management and Knowledge Management,
the information flow, theuser generated content, the co-
workers’ know
-how and knowledge has to be harvestedand curated in order to remain visible and accessible.
New Skills for a new job profile
To do this job efficiently, a Community Manager should have all these skills:
Resilient personality
- they will be required to walk into networking events andbe comfortable introducing themselves to strangers.
Publishing skills
blogging creates authenticity, if you don’t spam and
relationship, but videos are much more performant, as nothing is so convincing asthe human voice. The daily publishing skils are include voice, sounds, images
and…and the intelligence to find the right words.
Social media experience
experience with social media tools isn’t a must, butit’s definitely helpful and cuts down on training. Look for someone who can
navigate Word Press and understands Twitter and Facebook for business
this especially applies if you’re at a small company. The person
needs to get along with your other employees and needs to mesh with the
company’s culture

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