SXSW Interactive 2013
The Community Manager: Enter the C-Suite
Community Manager (CM) is one of the most buzzworthy job titles in the online media industry. There are countless variations of the job, and little clarity on where it falls in the organizational hierarchy. CM’s are entry-level at most digital agencies. Those at startups and brands are often expected to design and run entire social media programs, be their customers’ top advocate, and educate other on how social media works and what it can do for the business...with little support or understanding of their role. With the growth of the social enterprise, as marketing budgets shift from traditional to social, is the role likely to evolve into Chief Community Officer? Chief Customer Advocate? Or will experienced CM’s transition into new roles? This interactive session makes the audience an integral part of answering, “where do the uber-skilled CM’s of today go tomorrow?” We present a brief overview of the role, then focus on creating a collaborative Community Manager Manifesto.
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- If you are still in the role of community manager five years from now, what will you be called? What will the role entail? How about ten years from now?
- Can a community manager be strategic - satisfying business needs - and customer-centered - satisfying customer needs - at the same time?
- Should community management have a certification process like other professions? Why should CMs have to to certified when there is no certification for CEOs?
- Who should own community management for brands in the long run? Do brands lose touch with their customers/community members by having an agencies manage their online communities?
- If all employees will be performing some duties of a community manager in future, what will the role of a community manager look like?
Natalie Rodic Marsan, Founder & Lead Strategist, BrokenOpenMedia