Kicking Ass And Taking Names: How To Hire A Community Manager
⭐️ Community Growth Equals Revenue Growth ⭐️
4 Steps to understanding Community Managers and hiring the right one:
What is a CM?
What do they do?
Why are they important?
What to look for when hiring.
(1) What Is An Online Community Manager?
Unlike the social media managers who promote your brand, or the support staff who handle complaints and associated inquiries, a community manager connects people to your brand and transforms it from an inanimate name or logo into a living, breathing beast.
Today, we're going to elaborate on these differences and discuss how to find and hire the best community manager for your business. Whether you’re in the game industry or a completely different field, we'll help you understand what to look for in a good CM, explain how they can build online communities and why that's an invaluable asset to you.
THE DIFFERENCE BETWEEN A COMMUNITY MANAGER, SOCIAL MEDIA MANAGER, AND CUSTOMER SERVICE
A social media manager is the voice of your brand; a community manager is the connection. Your social media people post on your behalf, using social media management as a digital marketing tool. While a community manager might use these same tools, their goal is different.
Then there's customer service or player support, which keeps players satisfied: no complaints, no problem. But community management goes far beyond satisfaction: it's about actively engaging players and giving them more ways (and reasons) to interact with your brand.
(2) What Do Online Community Managers Do?
A community manager's job goes far beyond getting more reach on Facebook or making sure player issues and complaints are responded to promptly.
The role of a community manager is to build and foster vibrant communities where players of all shapes, sizes, ages, and backgrounds feel welcome, engaged, and connected to your business.
COMMUNITY MANAGER ROLES & RESPONSIBILITIES
Depending on the type of game or company you're running and what your goals are, what you'd expect from a community manager can differ.
Here are some of the hats a CM can wear:
Engage: Through organizing events, competitions, livestreams, and more, community managers keep players engaged and connected.
Moderate: Community managers also help keep members of the community safe and encourage a welcoming, inclusive environment.
Interpret Feedback: CMs manage player reviews, translating swathes of feedback into useful information.
Communicate: A key role of a community manager is to build a connection between players and developers. One of the ways they do this is by tactfully conveying player feedback to your product team.
Solve Problems: While your CM should be focusing on proactively building and strengthening your community and not spend all their time reactively handling complaints, solving player problems can be part of their role.
Elevate: CMs elevate your brand by making you more human and expanding your reach.
➤ Pro Tip: Check out dev sites like Blizzard, Ubisoft, League of Geeks, and Avalanche Studios for deeper insight into how they structure their teams and what they expect from their community co-workers.
(3) Why Do I Need One?
By connecting with and engaging your players, an online community manager can deliver:
Community growth. When players realize your community space is happening, more of them will join.
Increased activity and interaction. When more players join an active community, they're encouraged to do more in the game, as well as interact more with you and other players.
Audience expansion. When players interact with your brand on social media, you reach new audiences (like this).
More players. When you reach a new audience, you get new players.
In short: If you're not thinking of community as a way to drive revenue, you're falling behind.
KNOW THEIR WORTH
Considering how greatly an investment community can benefit your business, CM's are not to be undervalued. Don't undermine what they're doing by underpaying.
(4) What To Look For When Hiring A Community Manager
Now that you understand what a CM is, does, and is worth, you're ready to put together your job description. Here are some of the most important things to include, and look for during the interview.
Personality. Personality, and the ability to engage, are essential. Community managers must be outgoing, empathetic, creative, motivated, and pretty tough too. The best candidate will be infectiously energetic and passionate about what they do.
Presence. Specifically online. This would cover their presence on social media as well as how they come across in writing, on video, etc.
Portfolio. Perhaps your candidate has worked with other brands, but they could also run their own successful YouTube channel or livestream. Regardless, look for something that showcases their online community building skills.
The Case For Diversity
Finally, to promote growth, your CMs must foster an environment that is inclusive and promotes diversity. Since a community manager's job is to connect with players, a diverse team will do a better job. Basically, you’ve got to practice what you preach.
When hiring a community manager, consider getting someone on board who will make your team (and brand) more diverse and relatable to a larger audience.
Hire. Find someone who has the personality, presence, and portfolio to boost your brand.
Dedicate. A game community manager is not a marketer or player support; their time should be dedicated toward proactive engagement and connection, not just promotion and problem-solving.
Promote diversity. Because a diverse team will foster an inclusive community and give every player someone to relate to.
P.S. If you like what you’ve read here, we’ve got a free 22-page Game Community Management book waiting just for you. Sign up to our monthly newsletter to get your hands on it today!