PUCK AND ITS VISION OF COMMUNITY MANAGEMENT
Agence Puck
24 March 2022
Like it or not, community management is a discipline that communication agencies have had to take into account. The development of social networks has made it a channel, even a mode of communication, that a communication agency must put to good use. The community manager is often seen as the mere administrator or host of a Facebook page. Yet their effectiveness goes far beyond this. Today, it would even be fairer to think of them as the manager of social media and a spokesperson for the company.
What is a community manager?
The community manager is often seen as the mere administrator or host of a Facebook page. Yet their effectiveness goes far beyond this. Today, it would even be fairer to think of them as the manager of social media and a spokesperson for the company.
The Community Manager is the guardian of their company's e-reputation (in the age of the precautionary principle, that's no small thing). They are a strategist, a creator, an influencer and a unifier. A true Swiss army knife for the company's voice on the social networks we all use, they adapt and always find new angles to interest internet users and build their loyalty through the content they share.
They have a broad web culture. They are up to date with the latest social media trends. They are very good at reacting to the news.
Community management in B2B?
In 2022, having a community manager for your company is becoming essential. This requires understanding the importance of a presence on social networks and on the internet in general. Today, Community Managers are often found in companies in BtoC, where the role of community facilitator and technical knowledge of the products are less of an issue.
In BtoB, the position is more strategic. Companies often instinctively entrust it to a young intern who will supposedly be more at ease with social networks. But BtoB companies selling complex products must understand that the Community Manager has an ambassador role and must therefore know the company, its products and how it works in order to be effective on the web and within communities.
It's important to add that the Community Manager is a cog in a machine that can bring together graphic designers, copywriters and project managers…
What is the Community Manager's mission?
As well as mastering the tools needed for the job, the Community Manager must understand the needs of their community in order to interact judiciously with its members.
- A social media strategist
After carrying out complete monitoring of the business sector and the company, they will be able to propose an effective communication strategy for social networks. They set precise objectives in order to track progress, analyse results and so adapt their strategy as well as possible.
(Audit – Strategy – Objectives – Analysis) Engagement is a priority
More plainly, this means the interactions we have with subscribers and followers. A CM's objective is to turn this follower into an ambassador for the brand or product. Once engaged, this ambassador will automatically share, like and comment on certain posts, which will multiply their visibility. This is what we call curated content, and it's how you create “buzz”.
(Interactions – brand ambassador – Virality)Guardian of e-reputation and outstanding moderator
Moderation can't be left to interns or amateurs, because a company's e-reputation is quicker to destroy than to build. It's one of the CM's key skills and highlights expertise in crisis management. Their role is to ensure a positive debate that can maintain this e-reputation. To do this, listening to their community attentively and above all responsively is crucial.
Within the company, the CM enables their team to constantly improve its projects by passing information back, such as complaints, or by launching constructive discussions about services, products or processes.
(Influence leader – crisis management – passing information back)A content creator
A Community Manager's skills also include knowing how to create fresh, original content: writing blog articles, writing posts for social networks… If everyone now looks for information directly on the web, a content marketing strategy must be put in place to meet contemporary expectations and questions.
(Writing – Design – Content marketing)
Below you'll find our infographic summarising the community manager's missions
