I find community management to be an utterly fascinating PR discipline. As a community manager, you’re basically establishing and maintaining relationships with perhaps the most important public of them all — your brand’s online audience.
I prefer to think of online audiences in broader terms; it’s not just those who engage actively with your content by commenting, subscribing, or buying. It’s also those who search and interact with topics outside your brand’s platforms that potentially could be relevant to your brand.
To say that the community manager has important PR responsibilities is therefore an understatement. A brand’s online presence is nothing without people bringing it to life. And then there’s the sometimes reactive part of the job in managing the brand’s online reputation, of course.
Still, most brands aren’t doing a very good job in managing their online audiences. Many are too concerned about growth and forget about their existing audiences in the process. Others haven’t really understood the new playbook — or the algorithms that governs its mechanisms.
Spin for the win,