Community Manager: What is it, Functions, Tasks and Tools

In 2010 social networks began to be commonplace in the day to day of users, although companies looked at them with some misgivings. 70%, according to the II IAB Study on Social Networks on Internet in 2010, used them. Facebook and Tuenti were the best known, and Twitter began to arouse sympathy, its spontaneous notoriety tripled with respect to previous year.

We were just connected from mobile devices, and the cyber cafes were slowly lowering the blind. As at home, there was nowhere to connect to the network. If someone at that time had mentioned Periscope, Instagram or Pokemon Go nobody would give a clue. However, Messenger, Tuenti or My Space were habitual terms of our language. What has happened since then?

I am going to give an answer in this article to some of the questions of those who have a special interest in this professional figure: the community manager.


A community manager is the professional profile responsible for managing the presence of a company or brand in the 2.0 environment. We can consider it the bridge between your community and the company. It is a professional specialized in the use of tools and applications 2.0 that is responsible for managing social networks and new communication channels of a company. This person responds to the comments made in social media, it gives voice to the company and, above all, it is the one who listens to those who talk about it.


There are 3 essential requirements to be a community manager: training (marketing, communication or advertising, and specialized in digital marketing); self-learning and experience.

To be a community manager, self-learning is key. Rare is the week that a social network does not announce an update. To be aware of this and other issues that help us improve our professional performance is necessary to subscribe to the most influential digital marketing blogs, read the best social media books or e-books, listen to online conferences, webinars, exchange knowledge in groups, forums, in networking meetings with other colleagues of profession…


Training is paramount. As we have pointed out, the community manager is the spokesperson of the company in the digital environment, and as such, it must be an excellent communicator 2.0.

Undoubtedly, journalism, advertising, marketing or communication are the minimum training degrees that we must demand, in addition to specialized training in digital marketing and management in social networks.


There are plenty of courses for community managers: masters, workshops, seminars… but not all are worth it.

Not all the courses are directed to the same public. Depending on your level, you must choose one or the other. If you are starting, you should attend courses or workshops for beginners. Otherwise, you will have the feeling of not understanding anything. The opposite happens if your level is advanced. If you have spent years dedicating yourself to social media and training in a self-taught way, the training offer is reduced, then, the demand is usually lower, hence the training companies do not usually offer more specialized or advanced level courses.


If you want to train as a specialist – not an expert – in social network management, I recommend you consider these aspects.

  • The agenda of the course. Read carefully what the objectives of the course are, to whom it is addressed and what points will be addressed. Make sure that the latter are well specified and concrete.
  • The price. If you attend a free course, it may be nothing more than a chat where you can sell a tool, or try to get your data for other purposes.
  • The teacher. Find out who gives the course. If, besides being a teacher in different centers, you are an active professional, the training will be enriched by your professional experience.
  • The opinion of other students. If the course has been taught previously, it will not be difficult to know the opinion of other students who have already attended it. If you can, get in touch with a former student so he can tell you about his experience.
  • The duration.
  • Whether it is online or a classroom course. I personally prefer classroom courses. Why? For many reasons. Because they suppose a greater commitment for you, it is possible to do networking and to exchange experiences with other professionals and the development of the session is more dynamic. However, and more in a digital environment, we can not deny that online training is the solution to be able to train from anywhere in the world.


These are two different profiles, which complement each other and must be reported, but with different functions. Although many times the same professional assumes the competences of both.


The professional who is responsible for the management of social networks should be an expert on these 4 verbs: listen, intervene, disseminate and evaluate.

  • Taking as a starting point the information facilitated by the social media manager, this person has to elaborate quality content. Which should attract the interest of your community and be relevant. This content can be presented in multiple formats: posts, videos, infographics, tweets, ebooks, etc.
  • Viralize this content in social networks. To do this, you must know the characteristics of each of them, know what their own codes are and what are the best moments to publish.
  • Search other content of value of the sector or scope of the company for which you work that may be of interest to your followers. We cannot exclusively publish content from our company.
  • Give response, interact and promote conversation among users. You must always speak on behalf of the company and using the tone marked by the social media manager in the social media marketing plan.
  • Manage tactical actions that have been defined according to the objectives set: promotions, raffles, contests, advertising campaigns, actions with influencers, etc.
  • Know your community, including the most active users or influencers, if any.
  • Generate engagement with your community. This is the key and success of a good community manager. It is essential to generate an emotional connection with our users, who interact with the content we generate, getting them involved and contributing value.
  • Know how to manage a medium social crisis. The most common error in these cases is to act quickly, without weighing the possible risks.
  • Monitor and periodically evaluate the results of their social networks. You have to establish which KPIs are going to be analyzed every week. In this way the whole team will have a vision of what is being done in Social media and with what results.


  • Investigate the sector where the brand operates: competition, profile of users, more related social networks, etc.
  • Establish the social media marketing plan. In it, it will analyze the SWOT of the company, establish the objectives, the public to which it will be directed, the strategy that will be carried out, the tactical actions, the timing, the budget and define the measurement indicators – KPI’s -.
  • Establish budgets. According to what is defined in the Social Media Marketing Plan, it is responsible for budgeting the different items, optimizing the economic resources and monitoring them: approval, follow-up, etc.
  • Raise different value actions: contests, promotions, management of communication 2.0 events, presentations, presence in fairs, etc.
  • Define communication axes, tone and style, and content agenda. Both the axis and the tone and style should be reflected in the social media marketing plan.
  • Prepare a manual of social crisis media. It’s better to prevent than to correct. For this reason, it is convenient to prepare a document detailing how to act when facing a medium social crisis.
  • Report weekly or monthly to superiors: digital marketing manager, marketing director or manager.
  • Be aware of all the news of digital marketing as tools, social networks, studies, trends, etc.
  • Work jointly with the client and be a participant in how many marketing and communication actions it develops.


A community manager does not have a fixed day. This person is connected 24 hours a day, 365 days a year. The users of social networks, all of us, are connected at all times, talking with our contacts or with the brands we follow. And we expect immediate response at all times. And this means that brands, through their social media manager, should give that answer.

Every community manager every day have to perform a series of tasks. Depending on their responsibility, their profile or the type of clients they have:

Monthly tasks

Be informed of everything that happens in the day to day of your client and your industry.

  • Write the agenda of contents according to the defined objectives.
  • Plan online advertising campaigns.
  • Propose some valuable actions: find bloggers, promotional actions, etc.
  • Manage these proposed actions.
  • Be aware of how many new developments in the social media world.
  • Analyze what brands are doing competition.
  • Make the report of the work done.

Weekly tasks

Search and know how to select relevant content that adds value to your community in blogs, forums, news portals, Youtube channels …

  • Create the contents of value to publish according to the content agenda.
  • Track active online advertising campaigns.
  • Program the different posts in each of the social networks according to their own characteristics.
  • Perform weekly the status of results, making a quantitative and qualitative assessment of the data.
  • Monitor what is said of the company in social networks to anticipate possible crises.
  • Search, select and generate synergies with those most influential users of our community.

Daily tasks

  • Review, respond and interact with users in each social network: private messages, comments, mentions in forums, blogs, etc.
  • Encourage user engagement with publications.
  • Check that the scheduled posts have been published correctly.
  • Encourage the conversation and interaction of users on social networks: Facebook, Twitter, Instagram, etc.
  • Actively listen to what users on the network say about the issues that concern the company.


  1. Hootsuite. It is one of the essentials for a community manager. With it you can manage the profiles of Twitter, Instagram, Google+, YouTube or LinkedIn of the different accounts you manage. It allows you to program your posts, monitor a keyword or a hashtag, set up work teams with different users, directly upload videos to YouTube, post a wordpress entry, perform analysis…
  2. Facebook Business. The essential tool to manage different advertising accounts of Facebook Ads or fan page, and grant different roles to different users depending on their competences.
  3. Blogsterapp. If you want to optimize your time, you need this tool. You will not have to spend hours each week programming dozens of tweets in Hootsuite. This tool will program the content of your blog for you, automatically publishing on Twitter, Facebook, Pinterest or LinkedIn. Your Twitter account will always be active, you will gain followers and increase visits to your blog. You only have a 15-day free trial.
  4. Tweet Binder. If you manage the social networks of an event, this is the tool you need to monitor the hasthags. With it you will know, among other data, how many tweets have been published, what has been the scope, the impact, who are the most active users, the most influential, etc.
  5. Feedly. The perfect tool for the content curator.
  6. Google Analytics. The analytical APP of Google allows us to know the profile of those who visit our website and how much traffic generated by social networks and whether or not it converts into conversions. This information will be very useful for us. The profile of users, for example, to know how to define the public of our advertising campaigns in Facebook Ads. And traffic, to know how effective the dynamization results if one of the social media objectives is to generate traffic to a site or APP.
  7. Xovi Suite. It is an SEO tool, but it has a very interesting part for community managers. One of them is Social Signals, a tool that gives us a quick and complete view of the effect of a link on social networks such as Facebook, Twitter, Google+, LinkedIn or Delicious.
  8. Easypromos. The perfect tool to manage contests on Facebook or Twitter.
  9. Cool Tabs. This platform offers you a host of applications to customize a fan page.
  10. Twitteraudit. Do you want to know how many fake followers add your Twitter account or that of the competition? Then this is your tool. In addition, it offers you other information of interest.
  11. TrendsMaps. It is an interesting tool to know in real time what is happening in your city, what are the most popular hashtag and what trends are you talking about on Twitter.
  12. Klout. The tool to quantify the influence of users. It is convenient to link all the social profiles available to the company: Twitter, Facebook, LinkedIn…
  13. Canva. It is an application designed so that in a simple and intuitive way you can create your own posts in a professional manner.
  14. One of the most famous contributors. It is not necessary to register for a user, but if you do, it offers statistics of the shortened links and allows you to customize the URL. Another shortener that I also advise is Google, hope this article has been of interest to you, and that you continue visiting this blog. If you want to do some update and add some tasks or tool, it’s your turn.