No, the community manager’s primary function is connecting users to each other and to the company itself.
The community manager is responsible for building, nurturing and growing the community. While content creation can be a part of the mix, it sometimes isn’t even part of the role.
Similar to parenthood, the more resources you have, the more specialized help can be obtained. In a small startup the community manager often takes care of outreach, customer support, content creation, email marketing, and event planning. However, larger teams may have one or more specialists assigned for each area, working along the community manager.
Content marketing has become increasingly popular as companies begin to realize the value of different types of content for each section of the sales funnel. Therefore it’s a huge benefit to have a community manager with a desire to help people, strong interpersonal skills and copywriting skills, but it isn’t essential as content creation can be assigned to another team member or even externally.
In my opinion, the best community manager definition to date was written by Christina Cacioppo here: The art of community management.
[Image via Fiona Sherlock]