Defining Online Community Management Roles
The 2015 ebook Defining Community Management Roles was designed to be a practical guide for community professionals and the people who hire them. Published by The Community Roundtable and based on their Community Manager Salary Survey 2014 (CMSS 2014), it's a comprehensive and free manual that can help individuals at any stage of online community development to build their own and their team members’ skills.
The CMSS 2014 identified and profiled three community management roles:
- Community Manager
- Community Strategist
- Director of Community
Not necessarily a linear career progression or a practical goal for each and every community, these three profiles nevertheless describe the most common roles and responsibilities within online community management.
The Community Manager (CM)
The most common community management job title, the CM can be an entry-level to mid-level professional with several years of experience. A CM is usually the “face and voice” of the community, the person working with members and other stakeholders to build relationships, manage content and run programs. Besides being in charge of the day-to-day business of running a community, they often also have responsibilities such as planning, strategy and tracking ROI. While a good CM has plenty of technical skills, it is the soft skills of empathy and engaging members that really set one apart. A truly excellent CM can anticipate her members' needs and goals and consistently curate and deliver content and programs that members value.
Community Strategist (CS)
The community strategist is a CM who specializes in the skills of analysis, online community architecture and the other moving parts of the business aspects of the community. The CS designs community approaches and then analyzes them for performance and growth. They tend to have a stronger technical background than a general CM and they are more likely to work in a professional service firm or internal community program office that consults to various business units in large companies. According to data from the CMSS 2014, the strategist's top three responsibilities include monitoring and listening, developing the community strategy, and reporting community performance by measuring and tracking specific business outcomes, activity rates and membership growth. Even If you work for a small company or non-profit, you can pick up the tricks and best practices of strategists of the bigger firms to find approaches in your community that are “actionable and measurable.”
Director of Community (DC)
Like the CS, the Director of Community is mainly focused on the big picture and overall health of the community. Unlike the strategist, the DC actually plans and executes the community road map, the blueprint used to grow and develop the community. The director is also the internal champion for the community, making sure executives and other stakeholders understand the value and ROI of the community. Directors have strong management and leadership skills to develop the community strategy, advocate for the community and create the community’s policies and guidelines. The DC is also responsible for hiring, mentoring and developing their staff.
For more information on the roles of community managers, their salaries and detailed job descriptions, and to read profiles of successful online community professionals, download The Community Roundtable's free ebook here.