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A community manager is a figure within the marketing department of an agency, company or business in charge of creating a community of value, sharing relevant information for its customers and users while adding benefit to the company for which it works.
It is, therefore, a key professional for the dissemination of quality content in the different social networks with which it works, and each of them adapted to the segment to which it is addressed.
If you are interested in this field, studying a degree in Media Studies at Universidad Europea will give the skills and workplace experience to launch a successful career as a community manager.
A community manager is the person in charge of digital marketing, so it is specialised in the use of tools and applications for the creation and management of online communities with focus on the brand or company using for them the different digital platforms such as Instagram, TikTok or Facebook among many others.
The community manager transmits the identity of the brand and reinforces its image in the digital environment, taking care of establishing stable and lasting relationships with the community of users, prescribers and customers.
The following are some of the main strategic actions performed by the community manager.
The community manager has the task of executing the social media marketing plan designed by the Social Media Strategist. The plan must be based on an analysis of the brand, the competition and the target audience to set specific, measurable and realistic (SMART) objectives, as well as the performance indicators that will be used to evaluate them.
It is also in charge of planning the necessary actions to achieve these objectives, from contests and promotions on social networks to collaborations with influencers or synergies with other brands. In addition, he or she must allocate the budget wisely and establish a timetable for executing the plan.
One of the main functions of the community manager is to build a solid community around the brand. This professional must generate interest in the brand and convert followers into customers. This means that he/she must be able to establish stable and lasting relationships with fans by generating an emotional bond that encourages them to get involved with the brand.
The community manager must also listen to the community and identify their needs, preferences and expectations. In fact, they oversee responding to doubts or complaints made through the Internet, providing solutions to reduce discomfort to avoid damaging the brand image.
The community manager must convey the personality of the brand, so it is not only responsible for determining the axes of communication but also the tone and style to be used in each of the social networks and different digital channels.
They oversee the content agenda and the publication calendar. This professional chooses the contents that provide value and generate engagement, adapting them to the characteristics of the audience of each social network to achieve the maximum possible reach.
Another of the functions of the community manager is to monitor the digital actions and publications of the brand, measuring their impact through different performance indicators, from the engagement rate to the total number of interactions and the conversion rate.
They must be aware of the latest news in the industry to detect the most relevant content and identify new opportunities or potential threats to the company. He/she must also know what is being said about the brand, its products or services to anticipate a possible reputation crisis.
These are some of the skills that a community manager must have when performing his job in any business area.
Being a community manager is more than just managing social media accounts—it's about fostering meaningful connections between brands and their audiences. This role is dynamic and multifaceted, requiring skills in communication, strategy, content creation, and data analysis. The good news is that Universidad Europea offers an exceptional academic portfolio in the field of marketing and has many communication and marketing degrees that equip students with these essential skills and more.
From foundational marketing principles to advanced courses in digital strategy, social media management, and consumer behaviour, the academic offer prepares students to excel in roles like Community Manager, Digital Marketing Specialist, and beyond. By combining theoretical knowledge with practical experience, Universidad Europea ensures that graduates are ready to thrive in the ever-evolving marketing landscape.