In 2019 the community manager profession keeps evolving and now appears in many training courses. From in-person classes to e-learning, the job is taught in every form.
A CM's skills are also being challenged by the ever-growing demands of agencies and brands. Creativity and web copywriting are becoming a sought-after focus. As mobile web usage rises, content tailored to that medium becomes essential.
With a stronger focus on writing, it is almost essential to master the fundamentals of SEO and Google's algorithms to optimise content — the whole battle being to gain visibility online.
The community manager is not about to disappear, but must evolve and keep meeting companies' needs by relying on the best automated tools. The internet keeps evolving, and so do consumption habits. Finding and learning automated tools matters.
As the representative of a brand or company, the CM's role is to build communication between social-media users and brands. As guardian of the company's online reputation, the stakes are many: visibility, image, moderation, performance…
Training to become a community manager
Most CM professionals today are largely self-taught, having learned on the job.
Testimony from Anne and Charlotte, community managers for the French National Police, who discovered the job by doing it. "I wasn't trained in community management," says Charlotte. "I hold a master's in political communication from CELSA. After three years as a community manager, I now lead the social-media team of the National Police."
Internships and work-study are also common entry points. "I didn't follow a CM course, it was mostly a lot of internships," says Anne. "I have a master's in communication and, through my company experience, I spent more and more time developing social media."
Community manager: a constantly evolving job
In the web world, tools, technologies and jobs are in constant motion. The CM role appeared alongside social networks, so profiles vary widely from one company to another.
This makes monitoring extremely important. As the profession evolves, missions become more varied: results analysis, content production (in many formats), strategy definition… You must constantly question what you know, adapt and keep learning!
Required skills and qualities
That adaptability is one of the many skills needed to become a community manager. Our professionals described what, in their view, is essential to master — "the 5 commandments of the CM": be creative; don't take things personally (haters talk, it's not about you); stay curious about trends and news; surround yourself with the best tools; and know and represent your community.
Among the possible distribution channels for community managers, Facebook groups are undoubtedly one of the most important. The best tool is clearly: