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Community Manager 
vs. 
Social Media Manager 
What‘s The Difference? 
#SMWCMGR
Dan Spicer 
Community Lead, EMEA, Hootsuite 
@DanSpicer
Agenda 
• Community vs. Social Media 
• Roles and Responsibilities 
• Platforms and Tools 
• Goals and KPIs 
• Recruitment / Role Skills
‘Community’ 
A social unit of any size that shares 
common values, behaviours and artifacts. 
*wikipedia
‘Social Media’ 
The social interaction among people in 
which they create, share or exchange 
information and ideas in virtual 
communities and networks. 
*wikipedia
Community Management vs Social Media Management - Whats The Difference?
ObjeScotiv we Sheytt inagr e we having this conversation? 
50% 
Growth in ‘Social Media Manager’ 
roles slowed in the last year 
13x 
as many jobs that involve the 
use of social media
Who do we need? 
Social Media 
Manager 
Community 
? Manager
Community Management vs Social Media Management - Whats The Difference?
ObjeScotiv, ew Shetatint’gs The Difference…. 
RESPONSIBILITIES? TOOLS? KPIS?
Community Management Responsibilities
Community Management Responsibilities 
Relationships 
Building relationships with key members of the community, 
nurturing customers and developing engagement strategies 
Being an internal advocate for the customer. 
Making the brand personal and accessible to customers 
Enforcing guidelines, policies and governance + managing public and 
private platforms 
Delivering insights about your customer and reporting on the 
successes of the community 
Advocacy 
Personable 
Moderation 
Insights
Obj1ect ive Setting
ObjeMctoived Seertatintge Moderation 2
Moderation 2
Insights 3 and Internal Advocacy
Brand Ambassadors
Brand Ambassadors 
200+ Hootups 
in 62 countries 
600+ 
Ambassadors in 
29 countries 
Supporting 
initiatives in 15+ 
languages
ObjeScotivcei aSle tMtineg dia Management Responsibilities
ObjeScotivcei aSle tMtineg dia Management Responsibilities 
Strategy 
Alignment of social media strategies throughout 
different departments within the company 
Assessing the effectiveness of social media activities 
Taking social data and turning it into actionable data 
Curating and creating content for social platforms taking into 
consideration platform nuisances 
Maintaining the security of social media accounts 
Results 
Data 
Content 
Security
How can social 
media help you 
accomplish 
business goals? 
1
What’s being said about your brand? 
Who is saying it? 
Where are they saying it? 
2
Curating 3 and creating content
85% 
of consumers say 
they will change 
their shopping 
behavior in 
response to social 
media content
Platforms and Tools – Community Management 
COMMUNITY 
MANAGER 
Platforms 
• Lithim, GetSatisfaction 
• Vbulletin 
• Dropal, Joomla 
• Yammer, Jive 
• Facebook, LinkedIn, G+ 
• Social CRM 
• Forums 
• Message Boards 
• Enterprise Social Platforms 
• Social networks 
• Custom Developed 
Examples 
Considerations: 
- Features and functionality i.e. grouping, private messaging, 
- Game dynamics i.e. categorisation, badging, rewards etc. 
- Responsive platform? Mobile functionality.
Platforms and Tools – Social Media Management 
SOCIAL MEDIA 
MANAGER 
Platforms 
• Facebook, Twitter, LinkedIn 
• Youtube, Vimeo 
• Medium, Tumblr, Blogger 
• Quora, Yahoo Answers 
• Wikipedia 
• Social Networks 
• Video Networks 
• Blogs / Microblogs 
• Q&A Platforms 
• Wikis 
Examples 
Considerations?
Community Management vs Social Media Management - Whats The Difference?
What Do They Measure
Community Goals and KPIs 
80% 
It costs 80% less to retain a 
customer than acquire one 
95% 
Increasing retention rate by 
5% can increase profiles by 
95% over long-term* 
*Harvard Business Study 
** MSI Study 
25% 
Increased engagement on 
community sites can result in 
25% increase in revenue**
Key Performance Indicators: 
§ Engagement (hard metrics) 
§ # of relationships (size of community) 
§ # of sign ups 
§ # of active members vs. lurkers 
§ Customer retention / churn rates 
Community Goals and KPIs 
Pre During 
Post
Social Media Goals and KPIs 
of businesses will 
Lose market position 
1/4 
*Gartner Predicts 2014: Seizing the Digital Business Advantage, by Jorge Lopez, Diane Morello, 
Stephen Prentice, and Rand Leeb-du Toit, December 11, 2013.
Key Performance Indicators: 
§ Engagement (likes, comments, RTs, shares) 
§ Audience size and growth 
§ Click-throughs 
§ Conversions (direct and assisted) 
§ Share of Voice / # of mentions 
§ % Reduced costs 
Social Media Goals and KPIs 
Owned Earned 
Shared
So What About Hiring For The Position?
ObjeTchtivee CSeottmingm unity Manager 
Skills 
• Communication 
• Align with brand personality & culture 
• Understanding of human behaviour and 
motivations 
• Relationship building 
• Conflict resolution 
• Project management 
• Technical 
Attributes 
• People person 
• Empathy 
• Self-awareness 
• Adaptability 
• Good judgment 
• Ethusiam
ObjeTchtivee SSeottciniag l Media Manager 
Skills 
• Communication 
• Listening 
• Creativity 
• Statistical analysis 
• Public speaking 
• Comfort with technology 
• Understanding of social convergence – 
owned, paid, earned 
Attributes 
• Passion 
• Resourcefulness 
• Conversational 
• Operates with a sense of urgency 
• Seeks Input 
• A Thick Skin
Thank You! 
Dan Spicer, EMEA Community Lead, Hootsuite 
@DanSpicer 
@Hootsuite_UK 
http://blog.hootsuite.com

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Community Management vs Social Media Management - Whats The Difference?

  • 1. Community Manager vs. Social Media Manager What‘s The Difference? #SMWCMGR
  • 2. Dan Spicer Community Lead, EMEA, Hootsuite @DanSpicer
  • 3. Agenda • Community vs. Social Media • Roles and Responsibilities • Platforms and Tools • Goals and KPIs • Recruitment / Role Skills
  • 4. ‘Community’ A social unit of any size that shares common values, behaviours and artifacts. *wikipedia
  • 5. ‘Social Media’ The social interaction among people in which they create, share or exchange information and ideas in virtual communities and networks. *wikipedia
  • 7. ObjeScotiv we Sheytt inagr e we having this conversation? 50% Growth in ‘Social Media Manager’ roles slowed in the last year 13x as many jobs that involve the use of social media
  • 8. Who do we need? Social Media Manager Community ? Manager
  • 10. ObjeScotiv, ew Shetatint’gs The Difference…. RESPONSIBILITIES? TOOLS? KPIS?
  • 12. Community Management Responsibilities Relationships Building relationships with key members of the community, nurturing customers and developing engagement strategies Being an internal advocate for the customer. Making the brand personal and accessible to customers Enforcing guidelines, policies and governance + managing public and private platforms Delivering insights about your customer and reporting on the successes of the community Advocacy Personable Moderation Insights
  • 16. Insights 3 and Internal Advocacy
  • 18. Brand Ambassadors 200+ Hootups in 62 countries 600+ Ambassadors in 29 countries Supporting initiatives in 15+ languages
  • 19. ObjeScotivcei aSle tMtineg dia Management Responsibilities
  • 20. ObjeScotivcei aSle tMtineg dia Management Responsibilities Strategy Alignment of social media strategies throughout different departments within the company Assessing the effectiveness of social media activities Taking social data and turning it into actionable data Curating and creating content for social platforms taking into consideration platform nuisances Maintaining the security of social media accounts Results Data Content Security
  • 21. How can social media help you accomplish business goals? 1
  • 22. What’s being said about your brand? Who is saying it? Where are they saying it? 2
  • 23. Curating 3 and creating content
  • 24. 85% of consumers say they will change their shopping behavior in response to social media content
  • 25. Platforms and Tools – Community Management COMMUNITY MANAGER Platforms • Lithim, GetSatisfaction • Vbulletin • Dropal, Joomla • Yammer, Jive • Facebook, LinkedIn, G+ • Social CRM • Forums • Message Boards • Enterprise Social Platforms • Social networks • Custom Developed Examples Considerations: - Features and functionality i.e. grouping, private messaging, - Game dynamics i.e. categorisation, badging, rewards etc. - Responsive platform? Mobile functionality.
  • 26. Platforms and Tools – Social Media Management SOCIAL MEDIA MANAGER Platforms • Facebook, Twitter, LinkedIn • Youtube, Vimeo • Medium, Tumblr, Blogger • Quora, Yahoo Answers • Wikipedia • Social Networks • Video Networks • Blogs / Microblogs • Q&A Platforms • Wikis Examples Considerations?
  • 28. What Do They Measure
  • 29. Community Goals and KPIs 80% It costs 80% less to retain a customer than acquire one 95% Increasing retention rate by 5% can increase profiles by 95% over long-term* *Harvard Business Study ** MSI Study 25% Increased engagement on community sites can result in 25% increase in revenue**
  • 30. Key Performance Indicators: § Engagement (hard metrics) § # of relationships (size of community) § # of sign ups § # of active members vs. lurkers § Customer retention / churn rates Community Goals and KPIs Pre During Post
  • 31. Social Media Goals and KPIs of businesses will Lose market position 1/4 *Gartner Predicts 2014: Seizing the Digital Business Advantage, by Jorge Lopez, Diane Morello, Stephen Prentice, and Rand Leeb-du Toit, December 11, 2013.
  • 32. Key Performance Indicators: § Engagement (likes, comments, RTs, shares) § Audience size and growth § Click-throughs § Conversions (direct and assisted) § Share of Voice / # of mentions § % Reduced costs Social Media Goals and KPIs Owned Earned Shared
  • 33. So What About Hiring For The Position?
  • 34. ObjeTchtivee CSeottmingm unity Manager Skills • Communication • Align with brand personality & culture • Understanding of human behaviour and motivations • Relationship building • Conflict resolution • Project management • Technical Attributes • People person • Empathy • Self-awareness • Adaptability • Good judgment • Ethusiam
  • 35. ObjeTchtivee SSeottciniag l Media Manager Skills • Communication • Listening • Creativity • Statistical analysis • Public speaking • Comfort with technology • Understanding of social convergence – owned, paid, earned Attributes • Passion • Resourcefulness • Conversational • Operates with a sense of urgency • Seeks Input • A Thick Skin
  • 36. Thank You! Dan Spicer, EMEA Community Lead, Hootsuite @DanSpicer @Hootsuite_UK http://blog.hootsuite.com