Actuellement, le community management est un terme qui englobe un tas de compétences… Les définitions sont donc nombreuses. Nous allons vous donner la définition la plus complète possible.
Le community management c’est l’art de mettre en place des actions qui visent à promouvoir et rendre visible un produit ou un service à travers les réseaux sociaux tout en animant une communauté d’utilisateurs. Le community management doit être intégré dans une stratégie plus globale de l’entreprise. Par exemple, si vous embauchez un community manager mais que votre site n’est pas remis aux goûts du jour… son travail sera très contre-productif !
Concrètement, le community manager consiste à créer des publications en lien avec la ligne éditoriale de l’entreprise sur les réseaux sociaux. Ce travail doit ensuite être analysé en fonction des KPIs. Le community manager peut également gérer les publicités payantes. Le travail consiste également à modérer des commentaires et potentiellement de la relation client !
POUR RÉSUMER, Le community management consiste à :
– Définir le cœur de cible de l’entreprise sur les réseaux sociaux
– Définir les réseaux sociaux où il faut être présent
– Faire de la veille sur sa thématique
– Échanger avec sa communauté au travers de posts
– Informer et créer de l’engagement
Pour terminer, au sein d’une entreprise, le community management peut être effectué par plusieurs personnes. Idéalement, le community management doit être réalisé par un community manager mais toutes les entreprises n’ont pas les moyens d’embaucher un community manager ! Les entreprises peuvent également faire le choix de travailler avec un CM ( community manager) indépendant. Cependant, les personnes qui gèrent le marketing et la communication pour l’entreprise peuvent être formées aux techniques de community management et ainsi gérer habilement les réseaux sociaux. Il existe de nombreuses formations qui permettent d’acquérir les bases du CM ( community manager).
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