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Chapter 7 Human Resources: Strategy & Co... > The Community Manager: Defining and ...

The Community Manager: Defining and Implementing

The Community Manager is a new type of position that ties a company to its community of consumers and fans. Human resources should work with Marketing to develop this new job function and define its responsibilities. The role lies at the intersection of the community and the company, sometimes sitting in between the proverbial rock and a hard place. In other words, the Community Manager has the vital function of listening to the community and bringing messages back to the company—with the objective that the company will note and deal with the issues brought to light in these messages as well as responding to and engaging with the community according to the company’s strategic objectives.

To carry out their responsibilities effectively, community managers must possess or acquire certain competencies, including good interpersonal skills, technological proficiency, and business acumen. First, the person involved in this role must be willing—and preferably enjoy—meeting, discussing, and creating relationships with strangers online. To do so, they must be able to identify who they are communicating with and be able to respond appropriately, taking care not to appear condescending or patronizing. Since people online come from all walks of life and educational backgrounds, the Community Manager must be able to moderate language to engage at all levels, while adhering to company values and principles.


  

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