What Does a Community Manager Do? (With Duties and Salary)

By Indeed Editorial Team

Published 18 April 2022

The Indeed Editorial Team comprises a diverse and talented team of writers, researchers and subject matter experts equipped with Indeed's data and insights to deliver useful tips to help guide your career journey.

Community managers perform various duties, from moderating online discussions to boosting social media engagement. Their tasks may vary by employer, but most of these professionals share some common responsibilities and competencies. Learning about what a community manager does may help you decide if pursuing this role is the right choice for you. In this article, we discuss the responsibilities of a typical community manager, describe the requirements to become one, list the skills they commonly have, provide a sample job description and explain the average salary for this role.

What does a community manager do?

To understand the question 'What does a community manager do?', you may explore their various job responsibilities. A community manager develops and maintains a brand's voice and style. This professional helps build brand awareness by handling tasks associated with social media management, communications, public relations and marketing. The role is ever-developing, as strategies for effectively reaching and communicating with consumers change. Below is a list of a community manager's typical responsibilities:

  • developing content across all marketing platforms, including social media accounts, emails, newsletters, videos and blogs

  • communicating with the online community by responding to emails, social media comments and other messages

  • analysing social media metrics and marketing data to determine which strategies are most effective and which need refinement

  • communicating with internal stakeholders to share insights on community engagement and marketing efforts

  • monitoring competitors' social media content to identify emerging trends and engage with customers

  • tracking brand mentions across the web, including blogs, news sites, message boards and other sources of information to identify influencers and relationships with customers

  • updating badges, putting on events and managing related content in a calendar format to share across a variety of venues including employer websites and internal networks or social media channels

  • building relationships with local community members, influencers and journalists

  • developing relationships with press contacts and bloggers to increase exposure to the brand

  • writing news releases and other marketing communication materials to announce event details, launch a new product or share other newsworthy information

Community manager requirements

Community managers can come from different backgrounds, but familiarity with communications, public relations and social media is essential for success in this occupation. Below are some requirements for becoming a community manager:

Education

Employers typically require a bachelor's degree when hiring community managers. These degrees often take three years to complete. Those with a degree in journalism, marketing, English or public relations may have an advantage in the hiring process. These educational areas provide a well-rounded background that a community manager may require to successfully reach modern consumers. For example, a marketing degree may teach you how to write engaging press releases and communicate effectively with customers using a brand's voice.

Work experience

Community managers typically have previous work experience in similar roles. You may gain this experience through an internship or other paid roles, such as marketing assistant or public relations assistant positions. Some organisations also provide internships that can teach you how to run effective social media pages and create marketing copy.

Related: 10 Careers in Marketing (With Salaries)

Skills

Community managers often have specific skills that allow them to connect with the consumer and develop engaging marketing campaigns that encourage involvement. Here are some skills you may develop to become a community manager:

Communication

Community managers use verbal and written communication skills to interact with consumers through the internet, social media and other tools. They also work in a collaborative environment and show interpersonal skills to connect with others. This includes working well with people at all levels of the organisation and maintaining good relationships with customers and colleagues.

Related: 8 Marketing Communications Careers (Plus Types of Marketing Communications)

Organisation

Organising skills enable community managers to manage resources effectively. They can also use this skill to prioritise tasks and delegate work within a business. Additionally, community managers may use organisational skills to create well-structured web pages and social media environments.

Analytics

An effective community manager uses strong analytical skills to work with marketing and customer data effectively. They can use these skills to interpret the data produced by a business's social media campaigns, marketing campaigns and other programs.

Community managers use analytics to track social media metrics, brand mentions and website statistics to see how the business is performing on various platforms. For example, they may use analytics tools to analyse the volume of social media mentions about their company's products or services across a variety of social media platforms. They may also use tools to analyse web traffic coming in from search engines. This information can help them determine which advertisements are most effective.

Decision-making

Community managers often make decisions regarding the direction of the business' online campaigns. They may review marketing and branding materials from the marketing department to determine which pieces of content have the most impact. Community managers may then determine where to post these materials across various social media platforms. Looking at data and campaign metrics for each of these areas can help community managers make informed decisions about their campaigns, especially when they're trying to decide which strategy is most effective.

Related: Decision-Making Skills: Definition With Tips

Networking

Community managers use networking abilities to develop relationships with potential partners, clients, colleagues and the public. They may use their connections to gain information from their social networks to share with others. Community managers can also use their networking skills to identify key professional influencers and build relationships with these individuals by providing relevant information about their company.

Related: What Is Professional Networking? (And Why It Matters)

Problem-solving

Problem-solving is a key skill for community managers, as they often work independently and make quick decisions when faced with an issue or problem. As part of their duties, they may troubleshoot computer hardware and software. They may also resolve an issue with a colleague or employee, or they may solve a problem in the online community. For example, they may help solve a problem that involves a technical glitch preventing users from accessing certain content or a product.

Online marketing

Community managers can use online marketing skills to promote a business and engage customers in their products or services. This can include creating content for blogs, websites and social media accounts for the business. They may also use online marketing to promote the business' name and build its brand recognition.

Related: What Is a Marketing Manager? (With Duties and Requirements)

Use of technology

Community managers use technology to manage the company's online presence by creating, updating and improving websites and social media platforms. For example, social media platforms often have tools that community managers can use to create targeted advertising campaigns. Using these tools may require a well-developed knowledge of the platform and related technologies.

Community manager work environment

Community managers typically work full time in an office environment. They spend most of their time on a computer, working with online communications and campaigns. They may meet with stakeholders to discuss the progress of marketing and sales goals, or regularly attend meetings with marketing and sales managers or other professionals within the company to create and modify marketing strategies. They may also lead their own meetings to collaborate with members of their organisation on new advertising campaigns and to share information on customer analytics.

Community manager job description example

Below is an example of a job description that an employer may provide for a community manager position:

Seeking a community manager for our fast food franchise who can help connect with a new customer base. Responsibilities include developing new marketing campaigns, maintaining active social media accounts, developing promotional email campaigns and planning special marketing campaigns with an interactive element that engages the customer freshly and memorably.

The ideal applicant will have a strong background in marketing and social media management. We're looking for creative thinkers who are equipped to form strong connections with today's young adults and help them become lifelong customers. You should have a thorough understanding of online community building and intriguing ideas for how to refresh our community campaigns.

Average salary for a community manager

The average salary for a community manager is $104,567 per year. Based on your specific employer, you may earn more or less than the average. In addition, you may be able to negotiate a higher salary if you have a relevant educational background, work experience or skills.

Salary figures reflect data listed on Indeed Salaries at time of writing. Salaries may vary depending on the hiring organisation and a candidate's experience, academic background and location.

Explore more articles