What To Look For In A Great Community Manager

08 January, 2015

As a business owner, you most probably have either recruited 1 or several Community Managers, or you are in the process of looking to recruit someone. So often, people ask me what exactly a Community Manager does and what personality traits they should have. I see some key elements as crucial for looking for the right personality to fill this job for your business.

Great Communication:

Managing the conversation on social media is not an easy task if you do not have the right communication / social skills. You want to recruit someone who can deliver your brand message in fewer than 140 characters, knows how to ping pong, strengthen, or end a conversation with others, respects opinions that are different from their own, and can handle being challenged while maintaining their cool.

This is essential because occasionally, some online conversations may turn not so pretty - oh so pretty. This can often lead to inflamed, passionate, and angry exchanges taking place between different community members. Your recruit must be able to calm things down, mediate and bring any conflicts to a resolution between customers.


The core responsibility of your recruit is to promote your brand, breathe your brand, live your brand, represent your brand, show off your brand, your brand, your brand, and your brand again. This is very hard to do if the person isn’t passionate about it. There is no point in convincing your Community Manager to enjoy your product because if it doesn't come from the heart, it won't come at all. Passion is not something one can learn. They have it, or they don’t, and to have it, they must genuinely believe in your product. There is no point in getting a vegan to manage a butcher's online community :-)

Ego Free

You want your recruit to promote your brand, not themselves. A suitable fit for your company is someone who can participate in an online conversation without being self-involved. The conversation always needs to be about your brand. Always. Remember, though, that it essential that your recruit does not promote your brand using a boring textbook, business terms that they have learned, or memorized off a script. No one wants to read that anymore. Instead, they need to master how to promote your brand, using their social personality, while communicating with hundreds, if not thousands of people.

Social Butterfly

When you’re looking for a recruit to fill this position, you want someone who is often described as a social butterfly because, for butterflies, the conversation isn’t a job but rather a personality - a way of life. You want someone who has the ability to let their social personality shine through while engaging with customers online yet maintaining the voice of your brand. You want someone who loves to communicate with people and can do it at east. You want someone popular, quick, fun, and that people enjoy to “be with.”


Not only will your recruit represent your brand by responding, engaging, and conversing with your online community, but they will also need to post/create content. This content must reflect your brand and needs to be very creative, so people engage with it. Content varies from blog posts, memes, videos, questions, presentations, downloadable content, shareable content, jokes, hot topics, industry-related information, surveys, and more. The list of potential content is endless, and if your recruit is not creative and good at this, it will be reflected in the tone of the conversation and your engagement/conversion rate.

Business Savvy

This job is purely an Inbound Marketing or marketing position that takes part in lead generation, brand awareness, customer service, and customer delight. This means that your current or new recruit needs to be business savvy and understand how it works to respond or create appropriate content beneficial to the business.

Round-the-Clock Mentality

You want to hire someone who has a round-the-clock mentality. Someone who has online access 24/7 and actually enjoys it. Remember that online communities don't have closing hours, which means it is almost as if your business never closes. Comments, questions, requests, concerns, feedback, etc.. must be responded to immediately online. It cant wait for later or for official working hours.


Your customers, website visitors, competitors, etc.. will get in touch with your brand via the social media platforms you choose to use. Whether it’s a quick answer they need, a complaint to make, a purchase request, or a suggestion, you need someone who is helpful and enjoys helping. This will ensure that the job is done from the heart, making it a good one.

This might sound overwhelming and difficult to find, but believe me, if you look deep enough and know what you are looking for, it is possible. If you would like more advice on managing or finding a good Community Manager, or if you would like to outsource this task to an Inbound Marketing Agency like ours, please do get in touch by booking your free assessment. I am here to help you in any way that I can.

Ranya Barakat

Ranya Barakat

Ranya is an entrepreneur with over a decade experience in pulling up her sleeves and getting S*** done. She is specialized in inbound marketing and inbound sales.

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