Community teams are facing a notable decrease in staffing levels compared to years past. Organizations across various sectors are implementing budget cuts, even among those with best-in-class community programs. This situation suggests that while community teams are valued, they are not immune to economic slowdowns and the resulting necessity for spending reductions. Companies are prioritizing cost-saving measures, leading to staffing cuts in departments that have previously demonstrated their worth. Despite positive perceptions from executives about the importance of community initiatives, it appears that the decline in community team sizes reflects a broader, systemic response to the current economic climate.
Role Definition and Strategic Development
Last year, we encouraged community leaders to clearly define roles within their teams and seek HR approval for those definitions. It seems many took this advice to heart, as evidenced by the first-time drop in reports of “no definition/responsibilities informally filled” to single digits in our recent State of Community Management research. Furthermore, the percentage of respondents indicating that “most community roles are defined and approved by HR” increased to an impressive 84% among the best-in-class cohort, up from 80% in 2023. This progress is commendable; with well-defined roles comes the ability to defend community strategies, roadmaps, and resource allocation more effectively. Community teams continue to share their challenges, and while some remain consistent from year to year, the data reveals both intriguing trends and surprises.
A Shift in Challenges
“Not enough resources” continues to be the predominant challenge for community teams in 2024, a trend that mirrors previous years. However, the overall concerns surrounding resource scarcity are on a downward trajectory. This trend might seem surprising given the noted decrease in staffing levels, yet community teams have historically excelled at “doing more with less.” This year’s respondents indicate a significant improvement in strategic maturity, as evidenced by a decrease in those reporting “unclear strategy or direction” as a challenge, dropping to 6% from 11% in 2023. In fact, among best-in-class programs, no respondents reported challenges in this area compared to the 3% who did last year.
Positive Trends in Community Management
Another encouraging sign is the trend of respondents reporting “no challenges.” This response is on an upward swing, with 5% of the overall cohort and 8% of the best-in-class segment indicating this outcome. This is a notable increase from 3% and 13% reported in 2023, respectively. As we look forward to 2025, the goal is to see both overall and best-in-class responses in the double digits. Achieving this ambitious target will require communities to lean into best-in-class guidance and continue their journey of strategic growth.
While community teams face challenges stemming from reduced staffing levels and budget cuts, there are also significant strides being made in role definition, strategic clarity, and overall resilience. By focusing on best practices and leveraging existing strengths, community teams can navigate these turbulent times and emerge stronger. As the community management landscape evolves, staying adaptable and resourceful will be key to thriving in the years ahead.
