Last modification on July 18, 2021 by Loïc Frissard
Social media has quickly become indispensable for interaction and communication, and is becoming the new form of consumer influence. The question of recruiting a community manager may then arise for your company.
Certainly, many people are able to manage their own personal profile, but the community manager not only manages your company’s Facebook page, they ensure that your online presence is coherent and brings value to your marketing strategy. global communication. If you want to integrate a community manager into your team, there are many factors you need to evaluate.
With the emergence of Facebook, Twitter, LinkedIn, Instagram and Pinterest, to name just the main ones, social networks have multiplied and your customers use them every day to interact and express their opinions.
Many people who underestimate the responsibility of the community manager tend to entrust this task to an intern. However, the role of community manager is becoming increasingly important, being both the guarantor of your brand image and the interface for the relationship with your customers.
What are the main skills and qualities to look for?
The community manager’s operational role is to develop your community, to animate it and to respond to online conversations around the brand. But in terms of objective it is actually akin to growing the notoriety of your brand, attracting new prospects and retaining your customers. He is above all an ambassador!
A community manager must have very good knowledge of marketing and stay up to date with best practices. So a good part of his time is devoted to monitoring the latest trends. Likewise, the community manager has the ability to understand the company he represents and to define actions according to the company’s objectives.
Knowing how to analyze and report is also an essential criterion for measuring key performance indicators (KPIs). Telling your boss: “this month, we gained 1,500 likes” has no point in itself. Demonstrating the return on investment of these gains is already better.
The community manager must also know how to write correctly and have an excellent level of communication in order to best convey messages to your audience. He must therefore evaluate how to write in a relevant and correct way in each type of network, because each platform has its particularities, he must be able to easily initiate a conversation and build a relationship from scratch.
An ideal community manager also has technical skills and knows how to use management tools such as HootSuite, bit.ly, WordPress. The little extra that can make the difference may be knowing how to retouch images or knowing how to do video editing. Be careful, however, not to look for the rare gem because although a community manager must have basic skills to carry out this function, he is not a Swiss army knife either!
The budget of a community manager, as in all professions, varies depending on their experience and qualities. Rates can vary between approximately €10 and €30 per hour for a freelancer. If you want to hire, salaries average between 23,710 euros in the provinces and 30,150 euros in Paris according to this study. You can of course supervise this type of service by setting up a community management contract.
Typically, a community manager has different budgets for specific actions such as: a marketing plan, competitions, the creation of content whether it be articles, videos, images. Each of these actions require different levels of expertise and therefore may have different prices. If you do not want to use a freelancer, there are also agencies specializing in community management.
It can sometimes be wise to call on a specialized agency to provide you with a person dedicated to this function and above all to advise you on your strategy. In fact, a freelancer with a flat-rate rate will in most cases be enough and will further avoid recruiting someone full-time. It’s up to you to weigh the pros and cons according to your needs.
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