How is Community Management
Different from Social Media Marketing
Social media has become an important channel businesses can leverage to interact with their
customers. While social media marketing remains the primary way to attract and engage customers, there is a new technique that has been recently introduced to businesses that want to expand their reach on social media. It’s called community management.
In this article, we are providing you a brief overview of how community management is different
from social media marketing and why it’s critical to maintain a discernible social media presence.
Community Management vs. Social Media Marketing
The primary difference between the two techniques is that social media marketing focuses on
channel growth, while community management aims to increase customer engagement. The
purpose of community management is to build and maintain relationships. On the other hand, social media marketing aims to extend a business’s reach to a larger audience.
In the simplest of terms, social media marketing focuses on increasing ‘likes’ and ‘shares’, while the goal of community management is to increase customer engagement in the form of ‘comments’ and ‘reviews’.
The Value of Effective Community Management
There are three primary objectives of community management. These include:
- To attract new people to a community or a group of customers
- To reach out to inactive community participants
- To offer existing community members better opportunities to interact with each other
Together, these three goals contribute to a bigger, overarching mission of building a larger, more
engaged audience. But what’s the benefit of spending so much time and money on community
management? Well, it’s pretty straightforward. The larger and more engaged your audience is, the more chances you have to generate leads and convert them into customers through your social media marketing efforts. So we can say that community management and social media marketing have the same symbiotic relationship that marketing and selling share.
Which One Do You Need?
Social media marketing and community management both have their own advantages and
disadvantages. For example, social media marketing is less time intensive than community
management, but the time and efforts spent on community management contribute to your brand
equity and reputation. Put simply, you need both, but you may want to focus on one strategy more
than the other depending on your marketing goals and objectives.
If you want to learn more about community management or social media marketing, you may
contact us at 432 363 4235.