Feb 17, 2024

Social Media Community Manager – How to Find One for Your Brand

Social Media Community Manager

A social media community manager oversees a brand’s online presence. They engage with followers, respond to comments, and create content. They build relationships and foster a sense of community around the brand. This fosters loyalty and trust among customers.

Studies show that 71% of consumers are more likely to recommend a brand if they have a positive experience with it on social media

This article provides insight into what a social media community manager is, what their tasks are, what skills they need and how you can work with one as a brand. Next, we discuss how much social media community managers make, discuss how you should pay them and finally, answer some frequently asked questions (FAQs).

Social Media Community Manager

Table of Contents

What is a Social Media Community Manager? 

A social media community manager oversees a brand’s online presence. They engage with followers, respond to comments, and build relationships. They foster loyalty and trust among customers, ensuring consistent brand messaging. This helps brand owners promote products and build a strong online community.

Now, let’s discuss the different tasks of a social media community manager.

What are the Tasks of a Social Media Community Manager?

Social media community managers engage with followers daily, fostering loyalty and community. Content creation keeps platforms fresh, enhancing visibility. Community building gathers valuable feedback, while monitoring trends informs strategic adaptations. Analyzing metrics refines strategies, ensuring better outcomes for brands.

Engagement with Followers

Engaging with followers involves responding to comments, messages, and mentions on social media platforms. This task is performed daily to maintain an active online presence and keep followers engaged. Regular engagement fosters a sense of community and loyalty among followers, benefiting brand owners by building a strong customer base.

Content Creation

Content creation entails generating posts, images, videos, and other media to share on social media platforms. This task is performed regularly, typically on a weekly or daily basis, to keep content fresh and engaging. Well-curated content helps attract and retain followers, ultimately boosting brand visibility and engagement.

Community Building

Building a community involves connecting with followers, encouraging discussions, and facilitating interactions among them. This task is ongoing and requires consistent effort to nurture relationships and foster a sense of belonging. A strong community not only enhances brand loyalty but also serves as a valuable source of user-generated content and feedback for brand owners.

Monitoring Trends and Feedback

Monitoring trends and feedback involves staying updated on industry trends, social media algorithms, and audience preferences. This task is performed regularly to adapt strategies and content accordingly. By staying informed, brand owners can tailor their marketing efforts effectively, ensuring relevance and resonance with their target audience.

Analyzing Performance Metrics

Analyzing performance metrics involves tracking key indicators such as engagement rates, reach, and conversions. This task is typically done on a weekly or monthly basis to evaluate the effectiveness of social media strategies. By understanding what resonates with their audience, brand owners can optimize their campaigns for better results and ROI.

Crisis Management

Crisis management entails addressing negative feedback, complaints, or controversies that may arise on social media. This task requires swift and strategic responses to mitigate reputational damage. Handling crises effectively demonstrates transparency and accountability, ultimately preserving brand trust and integrity.

Collaborating with Influencers

Collaborating with influencers involves partnering with individuals who have a significant following on social media. This task is done periodically to leverage influencers’ reach and credibility to promote the brand. Partnering with influencers can expand the brand’s audience and enhance its credibility among followers.

Executing Social Media Campaigns

Executing social media campaigns involves planning, implementing, and monitoring promotional initiatives across various platforms. This task may occur periodically, depending on the campaign’s duration and objectives. Successful campaigns can drive brand awareness, engagement, and conversions, ultimately contributing to business growth.

Staying Updated on Platform Changes

Staying updated on platform changes involves keeping abreast of updates, new features, and algorithm changes on social media platforms. This task is ongoing as platforms evolve rapidly. By adapting strategies to platform changes, brand owners can maintain their competitive edge and maximize their social media presence effectively.

Now that we know the different tasks of a social media community manager, let’s discuss the skills you’ll need to accomplish these tasks. 

What Skills Does a Social Media Community Manager Need?

Social media community managers require diverse skills for effective brand management. Excellent communication fosters community and loyalty, while analytical abilities optimize strategies for higher ROI. Creativity sets brands apart, and customer service expertise enhances trust and loyalty. Adaptability ensures relevance, strategic thinking aligns efforts with business goals, and time management maximizes productivity. This is all something that JoinBrands can help you with.

Excellent Communication Skills

Effective communication is vital, with studies showing that 73% of consumers prefer brands with a human touch in interactions. This skill aids in engaging with followers, responding to inquiries, and fostering discussions. It ensures clear messaging and cultivates a sense of community around the brand. Brands benefit from improved customer satisfaction and loyalty through authentic interactions led by a social media community manager.

Analytical Abilities

Analytical abilities are essential for interpreting data and making informed decisions. Research indicates that 78% of marketers consider data analysis skills crucial for success. This skill helps in monitoring trends, analyzing performance metrics, and refining strategies. It enables data-driven optimizations, leading to more effective social media campaigns and higher ROI for brands.


Creativity is key for crafting engaging content that resonates with the audience. Approximately 58% of consumers consider creative content as important for brand engagement. This skill aids in content creation, campaign ideation, and community building initiatives. It sets brands apart, capturing attention and fostering brand affinity among followers.

Customer Service Expertise

Customer service expertise is crucial for addressing inquiries, feedback, and concerns promptly. Research shows that 88% of consumers are less likely to buy from companies with poor customer service. This skill assists in managing interactions, resolving issues, and maintaining brand reputation. It enhances brand trust and loyalty, driving positive customer experiences and advocacy.


Adaptability is necessary in the ever-evolving landscape of social media platforms and trends. Approximately 71% of marketers believe adaptability is essential for success in digital marketing. This skill facilitates staying updated on platform changes, adjusting strategies, and handling unexpected challenges. Brands benefit from agility and relevance, ensuring effective responses to dynamic market conditions.

Strategic Thinking

Strategic thinking involves planning and executing initiatives aligned with overarching brand goals. Studies indicate that 72% of marketers believe strategic thinking is crucial for effective marketing. This skill guides in setting objectives, developing campaigns, and evaluating outcomes. It ensures that social media efforts contribute to broader business objectives, driving growth and profitability for brands.

Time Management

Time management skills are essential for handling multiple tasks efficiently within deadlines. Research shows that 64% of marketers struggle with managing their time effectively. This skill aids in prioritizing tasks, scheduling content, and allocating resources appropriately. It ensures that social media campaigns and community management efforts are executed timely, maximizing productivity and results for brands.

Problem-Solving Abilities

Problem-solving abilities are crucial for addressing challenges and resolving issues effectively. Approximately 57% of employers prioritize problem-solving skills when hiring. This skill assists in navigating crises, managing conflicts, and finding innovative solutions to complex problems. It minimizes disruptions and maintains brand reputation, fostering trust and confidence among followers.

Attention to Detail

Attention to detail is important for maintaining brand consistency and quality across all communications. Studies show that 59% of consumers expect brands to provide consistent experiences. This skill aids in proofreading content, ensuring accuracy in messaging, and adhering to brand guidelines. It enhances brand credibility and professionalism, reinforcing positive perceptions among followers.

Networking Skills

Networking skills are valuable for establishing connections and partnerships within the industry. Research indicates that 85% of jobs are filled through networking. This skill facilitates collaborations with influencers, industry professionals, and brand advocates. It expands the brand’s reach and credibility, unlocking new opportunities for growth and engagement.

Now, let’s discuss how to work with a social media community manager as a brand.

How to Work with a Social Media Community Manager as a Brand 

1. Defining Community Goals

The first step involves setting clear, specific goals for the community. This is important for the brand because it determines what the brand aims to achieve through its online community, such as increased engagement, customer support, or gathering user feedback. For the social media community manager, understanding these goals is crucial for strategizing community engagement and growth. Achieving this step effectively involves collaboration between the brand and the manager to ensure that the goals are aligned with the overall business objectives and measurable.

2. Identifying the Target Audience

Identifying the target audience is essential. For the brand, this ensures that the community building efforts are focused on attracting and retaining users who are genuinely interested in the brand or product. For the social media community manager, knowing the target audience helps in creating relevant content and engagement strategies. This step can be effectively achieved through audience analysis, including demographic studies and social media analytics, to understand the interests, needs, and behaviors of potential community members.

3. Establishing Community Guidelines

Creating clear community guidelines is critical. For the brand, guidelines help maintain a positive and respectful environment, setting the tone for interactions within the community. For the social media community manager, these guidelines serve as a basis for moderating discussions, handling conflicts, and ensuring that all members adhere to the rules. Effectively establishing these guidelines involves drafting clear, concise rules on acceptable behavior and sharing them prominently within the community space.

4. Choosing the Right Platforms

Selecting appropriate platforms for the community is a key step. For the brand, choosing the right platforms ensures that the community is accessible to its target audience, taking into account where these individuals are most active online. For the social media community manager, understanding the features and demographics of different platforms enables effective management and engagement strategies. This step is effectively achieved by analyzing the brand’s audience preferences and matching them with the most suitable social media platforms.

5. Developing a Content Strategy

Developing a content strategy tailored to the community is crucial. For the brand, a well-thought-out content strategy ensures that the community remains engaged and grows over time. For the social media community manager, having a content strategy provides a roadmap for creating and curating content that resonates with the community. This step can be effectively achieved by planning diverse content types that encourage interaction, such as Q&As, live videos, and discussion prompts, while aligning with the community’s interests.

6. Encouraging User-Generated Content

Encouraging user-generated content (UGC) is essential. For the brand, UGC can significantly enhance community engagement and provide authentic content. For the social media community manager, facilitating UGC involves creating opportunities for community members to share their own experiences and content. This can be effectively achieved by organizing contests, challenges, or featuring member stories, thereby fostering a sense of ownership and participation among community members.

7. Implementing Engagement Tactics

Engaging actively with the community is vital. For the brand, consistent engagement helps build trust and loyalty among community members. For the social media community manager, this means being present, responsive, and interactive within the community, initiating conversations, and participating in discussions. Effective engagement tactics include scheduling regular check-ins, using polls and surveys to gather opinions, and acknowledging members’ contributions.

8. Monitoring and Moderating

Monitoring the community and moderating discussions are important for maintaining a healthy environment. For the brand, effective moderation protects the brand’s reputation and ensures a positive experience for community members. For the social media community manager, this involves regularly reviewing content and interactions to enforce community guidelines. Achieving effective moderation requires the use of social media tools for real-time monitoring and having a clear process in place for addressing inappropriate content or behavior.

9. Measuring Success

Measuring the community’s success against the initial goals is crucial. For the brand, this assessment provides insights into the community’s impact on business objectives, such as brand loyalty or customer feedback. For the social media community manager, analyzing key metrics and performance indicators helps in understanding what strategies are working and where adjustments are needed. This step can be effectively achieved by using analytics tools to track engagement, growth, and activity within the community.

10. Adapting and Evolving

The final step involves continuously adapting and evolving the community strategy based on feedback and performance data. For the brand, staying responsive to the community’s needs and the changing digital landscape ensures long-term success. For the social media community manager, this means being flexible and innovative, introducing new engagement strategies, and refining existing ones. Effectively adapting involves regularly soliciting feedback from the community, staying updated on social media trends, and being willing to experiment with new approaches.

By following these steps, brands can work effectively with social media community managers to build, grow, and maintain vibrant online communities that support the brand’s objectives and foster meaningful relationships with their audience.

Now, let’s discuss how much a social media community manager makes. 

How Much Does a Social Media Community Manager Make? 

A social media community manager’s salary varies based on factors like location, industry, company size, and experience level. Experience levels typically range from entry-level to senior positions. Entry-level managers may earn less due to limited experience, while senior managers command higher salaries due to expertise and leadership responsibilities.

Factors affecting a social media community manager’s pay:


Location significantly influences a social media community manager’s salary due to variations in the cost of living and demand for skilled professionals. For instance, salaries in metropolitan areas tend to be higher compared to rural areas. Therefore, managers working in cities like New York or San Francisco may earn more than those in smaller towns.


The industry in which a social media community manager works plays a crucial role in determining their salary. Certain sectors like technology and finance typically offer higher salaries due to the competitive nature of these industries and the importance of effective social media management for their success. On the other hand, non-profit organizations or small businesses may have more limited budgets, resulting in lower salaries.

Company Size

The size of the company also impacts a social media community manager’s pay scale. Larger corporations often have more resources and larger budgets allocated to social media marketing, allowing them to offer higher salaries. Startups or small businesses, with limited resources, may offer lower salaries but may compensate with other benefits like flexibility or equity.


Experience level is a crucial factor influencing a social media community manager’s salary. Entry-level managers, with limited experience, typically earn lower salaries compared to their more experienced counterparts. Senior-level managers, with extensive experience and a proven track record of success, command higher salaries due to their expertise and ability to lead strategic initiatives.

Salaries based on different experience levels are depicted by the table below: 

Experience LevelSalary Range (Annual)
Entry-level$35,000 – $50,000
Mid-level$50,000 – $70,000
Senior-level$70,000 – $100,000+

Now, let’s discuss how you should compensate social media community managers. 

How to Compensate Social Media Community Managers as a Brand

Creating a fair and motivating compensation plan for social media community managers is crucial for attracting and retaining skilled professionals who can nurture and grow your brand’s online community. This plan should reflect the complexity of their role, which includes managing social media platforms, engaging with followers, and analyzing community feedback to improve brand presence. Here’s a detailed approach:

1. Competitive Base Salary

Objective: Ensure that the base salary is competitive within the industry and commensurate with the experience and skills of the community manager. This provides financial stability and recognizes the foundational value of their work.

Implementation: Research industry standards for social media community manager positions across similar sectors and company sizes. Adjust salaries based on geographical location, experience, and the specific demands of your brand’s community management needs. Regularly review and adjust the base salary to reflect changes in the cost of living and industry benchmarks.

2. Performance Bonuses

Objective: Link part of the compensation to the achievement of specific, measurable goals related to community growth and engagement. This incentivizes the community manager to exceed performance targets.

Implementation: Set clear, quantifiable objectives that are aligned with the brand’s overall social media strategy. These could include metrics like engagement rate increases, community growth percentages, or the successful execution of community campaigns. Offer bonuses for reaching these milestones to encourage creativity and initiative.

3. Profit Sharing Plans

Objective: Align the interests of the community manager with the financial goals of the company by offering a share in the profits. This fosters a sense of ownership and rewards managers for contributing to the brand’s success.

Implementation: Design a profit-sharing scheme that distributes a portion of the company’s profits among employees, including social media community managers, based on predefined criteria such as company performance and individual contribution levels. This can be calculated annually or semi-annually.

4. Benefits Package

Objective: Provide a comprehensive benefits package that supports the well-being of the community manager. This enhances job satisfaction and loyalty.

Implementation: Offer health insurance, retirement savings plans, paid time off, and other standard benefits. Consider including unique benefits tailored to the role, such as allowances for social media conferences, workshops, or courses to encourage professional growth and skill development.

5. Continuing Education and Professional Development

Objective: Encourage continuous learning and professional growth to keep the community manager at the forefront of social media trends and best practices.

Implementation: Allocate a yearly budget for professional development that can be used for attending relevant conferences, obtaining certifications, or enrolling in courses related to social media and community management. This investment in their skills benefits both the manager and the brand.

6. Flexible Working Conditions

Objective: Recognize the nature of social media work, which often requires flexibility due to the non-traditional hours of peak user engagement and the potential need for rapid response to community issues.

Implementation: Offer flexible working hours or the option to work remotely, acknowledging the sometimes unpredictable demands of managing an online community. This flexibility can increase job satisfaction and productivity.

7. Recognition and Reward Programs

Objective: Establish recognition programs that highlight the achievements and contributions of the community manager. Public acknowledgment can boost morale and motivation.

Implementation: Create periodic awards for outstanding performance, such as “Community Manager of the Quarter,” based on achieving high engagement levels, successfully managing crises, or significantly growing the community. Rewards can include public recognition, small bonuses, or other incentives.

8. Career Advancement Opportunities

Objective: Provide clear pathways for career advancement to motivate the community manager and help retain top talent.

Implementation: Outline potential career paths within the organization and discuss these during performance reviews. Support their progression with targeted training and development opportunities that align with their career goals and the company’s needs.

9. Equipment and Tools Allowance

Objective: Ensure the community manager has access to the best tools and equipment to efficiently manage the brand’s social media community.

Implementation: Offer an allowance for purchasing or upgrading necessary equipment, such as computers, smartphones, and software subscriptions related to social media management and analytics. This ensures they have the technical resources needed to perform their role effectively.

10. Regular Compensation Reviews

Objective: Regularly review and adjust the compensation package to ensure it remains competitive and reflects the community manager’s growing experience, skills, and contributions to the brand.

Implementation: Conduct annual or bi-annual compensation reviews to assess performance, market trends, and the manager’s development needs. Adjust the compensation package as necessary to reflect their value to the company and ensure fairness.

By implementing this detailed compensation plan, brands can attract and retain skilled social media community managers who feel valued and motivated to contribute to the brand’s success in the digital space. This plan balances financial incentives with benefits and opportunities for professional growth, fostering a committed and satisfied professional who is equipped to manage and grow the brand’s online community effectively.

Now, let’s discuss some frequently asked questions (FAQs). 

Social Media Community Manager

Frequently Asked Questions (FAQs) 

How does a social media community manager differ from a social media manager?

While both roles focus on social media, a community manager primarily engages with the community, fostering relationships and encouraging interaction, whereas a social media manager strategizes the overall social media presence, including content planning and marketing campaigns.

What skills are essential for a social media community manager?

Essential skills include excellent communication, creativity, analytical abilities, and proficiency in social media platforms. They must also be adept at customer service, content creation, and data analysis to understand audience engagement.

What tools do social media community managers commonly use?

They frequently use tools like Hootsuite, Buffer, and Sprout Social for scheduling posts, Google Analytics for performance analysis, and Canva for graphic design, aiding in efficient management and content creation.

How do social media community managers measure success?

Success is measured through metrics such as engagement rates, follower growth, and the sentiment of community feedback. Analyzing these metrics helps in understanding the effectiveness of strategies and community health.

Can a small business benefit from hiring a social media community manager?

Yes, small businesses can greatly benefit from hiring a social media community manager. This role can help them build a loyal online community, increase brand awareness, and improve customer engagement, which is crucial for growth.

What educational background is typical for a social media community manager?

Typically, they hold a degree in marketing, communications, or a related field. However, equivalent experience in social media management and community engagement is also highly valued.

How does social media community management impact brand reputation?

Effective community management significantly enhances brand reputation by fostering positive relationships, promptly addressing concerns, and creating an inclusive, engaged community atmosphere, reflecting positively on the brand.

What challenges do social media community managers face?

They encounter challenges like handling negative feedback, managing multiple platforms, staying up-to-date with social media trends, and balancing promotional content with community engagement.

How often should a social media community manager post content?

The frequency depends on the platform and audience preferences but maintaining a consistent posting schedule is key to keeping the audience engaged and ensuring visibility in their social media feeds.

What trends are shaping the future of social media community management?

Trends include the rise of video content, the importance of authenticity and transparency, the integration of artificial intelligence for personalized engagement, and a focus on mental health and digital wellness within communities.


In conclusion, the role of a social media community manager is pivotal in fostering brand engagement, loyalty, and growth. With adept communication skills, strategic planning, and a deep understanding of online communities, they bridge the gap between brands and their audiences, driving meaningful interactions and cultivating thriving online communities.

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