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Community manager: the guru of digital communication
The “community manager” or “community manager” occupies a strategic position within a company. He is responsible for developing and managing the online visibility of the company, brand or organization for which he works. Intrinsically linked to web 2.0 and the meteoric rise of social networks, the profession of community manager is constantly evolving. The heart of its mission lies in the creation of an exchange with Internet users around an idea, a company or a brand. Acting as a “digital representative”, he must create, federate and retain a community of Internet users around a common interest. Its mission revolves around the animation of these exchanges and the implementation of content strategies for promotional purposes (contests, videos, sponsored articles, newsletters, animation of chats, etc.). To do this, the community manager also fulfills an Internet watch mission. It scans the sites and their content, extracts relevant information and proposes impactful action plans. In short, he knows the internet sphere like the back of his hand.
The working environment
The community manager evolves within the marketing and communication department of a company, in an agency specialized in digital strategy or even as a freelancer for his own clients. His work context necessarily impacts his function and his missions.
The training required
The profession of community manager is accessible in different ways. The first training courses are at the Bac + 2 level, with the professional diplomas BTS Communication, BTS MUC (management of commercial units), BTS technical-commercial or DUT MMI (multimedia and internet professions). At the same time, a growing number of universities are offering training in digital professions. A large majority of the courses take the form of a professional license (accessible from the Bac+2 level) and revolve around theoretical courses and business experience.
Accessible directly after the Bac, or at bac +3 level, journalism, business or communication schools offer various training courses that adapt to the course of the students. Some establishments offer community management as an option or specialization. Among the training courses, we note for example the Bachelor Digital and Social Networks training, provided by ISEFAC, or the bachelor’s degree in digital marketing from Sup’Internet. Journalism schools such as CELSA, CFJ or ISCOM allow you to study content and communication strategy on social networks.
Business schools accessible via the Accès, Sésame or Pass competitions can also offer a specialization in “online communication”.
Specific professional licenses
In Nantes, the IUT of La Roche-sur-Yon offers a professional degree specializing in “coordinating networks and communities”. Lyon 3 University offers a professional degree in “e-commerce and digital marketing” which focuses on the development of “influence strategies” and on building loyalty in the relationship between the company and its public. At the University of Aix-Marseille, the professional license “marketing and communication networks” offers students the opportunity to acquire dual skills in commerce and communication technology.
Essential skills and qualities
The function of community manager requires above all a great social intelligence. A good community manager must be able to federate an entire community around a brand, an idea or a concept. The dazzling evolution of web platforms, as well as the speed with which information is transmitted on them, requires a solid knowledge of the Internet and significant responsiveness. The community manager must be able to react on the fly. Everything related to the communication of the company or the brand he defends must enter into a professional and coherent framework. He must therefore be able to demonstrate rigour, professionalism and reliability. Finally, the implementation of sustainable communication strategies requires a certain creative talent and a global vision. In short, the job of community manager requires great versatility.
The declared salary of a community manager starts at €2,000 gross per month. This remuneration can increase rapidly, depending on the context in which he practices, his experience and the development of his skills.
Still recent on the market, the profession of community manager is mainly exercised by young professionals. The versatility of the position opens the way to many career development opportunities in the media and communication professions.
The framework in which the community manager evolves can allow him to develop a specialization, in e-commerce, advertising management, social media, etc. Large structures that have several community managers allow you to move up in rank, to the position of manager or social media manager, for example. The experienced community manager can also claim positions such as web project manager, 2.0 development manager, editorial project manager or that of digital communication manager.