community management
The ongoing work of engaging with a brand's audience online, answering questions, moderating discussions and building relationships.
Definition
Community management is the human, day-to-day side of social media and forums. Community managers respond to comments and messages, welcome new members, enforce rules, gather feedback for the business and escalate problems. The role needs tone of voice guidelines, clear escalation paths and response-time expectations. Good community management builds loyalty and gives early warning of issues, but it depends on authority to respond promptly. Provide the community team with a living list of approved answers and sensitive topics so replies stay consistent and fast.
In a sentence
The community manager answered customer questions within a few hours.
A clear escalation path covered complaints and legal threats.
