PoV: Most marketers think Community Management = Social Media Management. I think they are two different, yet slightly overlapping domains. What do you think?
Social media is like a broadcast; community is a dialogue. I think of social media as watching a movie with a bunch of strangers. You all are watching the same movie; but you aren't interacting with each other.
Community is like a book club. You interact, exchange ideas and thoughts with like minded people.
Different things. It’s a big mistake to view community as exclusively a marketing channel; when companies do that, it’s usually with the idea of “how do I get customers to do things for us?” rather than looking at community as a mutual exchange of value. That may get some quick wins, but it doesn’t build out long term trust or a reason why customers would want to engage.
Very different domains that can work together! Example: We tend to have our social media team post a customer story to their channels then a few days later we have our community manager post it to our customer community as an ICYMI + ask our customers to share it to their socials via our community. We have had great engagement this way, especially with those customer stories and webinar registration/post-webinar recordings.
