Monday, April 28, 2008

What Does A Community Manager Do?

Happy Monday Morning! There is a great post by Chris Brogan about the characteristics, requirements and expectations of a community manger. Please read it immediately to get a sense of what a successful social community manager both does and how it define and measure success.

Here is a flavor:

Measurements

I’d measure my community manager on the following:

  • Responsiveness to communications (blog comments, emails, twitter messages and forum threads) less than 24 hours max.
  • Number of QUALITY blog posts read and shared via Google Reader.
  • Number of meaningful comments (more than a few words, on topic, pertinent to the space) on appropriate blogs, videos, and other media per month.
  • Overall quality of her Twitter stream ( maybe a 60/30/10 mix of industry-related / personal @ comments / and off-topic).
  • Engagement on our blog/community/network. (Number of subscribers, number of comments, number of links out to other blogs from our community site).
  • Number of quality blog posts and linking posts (probably a 40/60 split between original and linked, though some would argue for 30/70).
  • Eventually, number of links from other sites to our blogs and media.

Success of the Project

I’d feel our community manager was a success if she accomplished the following through her efforts:

  • Empower the listening ability of our organization to our community’s needs and desires.
  • Build an awareness of our organization through non-marketing efforts, measured by favorable or at least non-negative mentions on other blogs, forums, and in Twitter.
  • Deliver a blog and/or media platform that’s useful to the community at large, and that grows in number of subscribers as well as engaged commenters.

Overall, I believe these efforts would be measured by an increase in attendance at our face-to-face and virtual events, an increase in subscriptions to our newsletter, and a larger blog commenting community. This would be a win to our organization, and would thus be worth the expense of another salaried employee.

Chris has outlined a strong, ROI focused definition of what a company should look for in an internal employee. Read the comments section to learn about how people are objecting- mostly about the issue of measurement.
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