“You shouldn't have the exact same presence across the board. “I think brands fail to realize that your purpose should slightly vary from platform to platform,” advised Mercedes. To cultivate an impactful presence online, brands must take a two-pronged approach: first, identify the purpose for being on a social media platform, and then master the message they will consistently deliver. To meet these objectives, brands must ensure that the community managers they hire are insight-driven strategists with deep expertise in digital marketing, public relations, and communications, and have a seat at the decision-making table. When businesses invest in community management, they best position themselves to engage and nurture relationships with their audience, to obtain the feedback necessary to improve overall customer experience, and create interactions that build brand trust. While the origins of community management began as a role brands leveraged to focus on the daily maintenance of online forums, today it has evolved into a position that is much more strategic than simply churning out copy heavily directed by executives.
Community Managers strike the right balance between these two worlds. Cultivating a social presence that demonstrates a brand is knowledgeable about its audience’s needs and interests requires someone on the team who can skillfully occupy two lanes - a respected influence in the boardroom, while being the company's trusted voice and ears across social platforms.
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