The Community Roundtable

Empowering global community leaders with research-backed resources, training, and tools.

Community Role Profile: Community Specialist Role

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OVERVIEW OF ROLE

​ Community specialists are the experts and emerging experts on a community team. Unlike community manager roles, where generalists are prized, community specialists often have a focus in one of three disciplines: engagement, content, or technical initiatives.

​ RESPONSIBILITIES
Community Specialists focus on tactical initiatives and projects to support the community team in their area of expertise. On the job, Community Specialists tend to be “in the weeds” doing anything from providing training and support to members, curating and editing community content, or working with analytics, design, content management systems or other technical assets. For those interested in a community career who lack the general skill set required, joining a team as a Community Specialist is a great way to start with a specific focus, letting you expand your roles and responsibilities from there if interested.

MAKING A DIFFERENCE IN THE COMMUNITY

​Community Specialists drive the projects and initiatives that support community operations – maintain the systems and programs needed for the community to thrive. This results is a close relationship with the community and team members and provides a unique perspective on the challenges of members. Community Specialists can act as a bridge between members and the greater community team.

To learn more about the Community Specialist Role, and view Community Specialist Job Descriptions download our Community Careers and Compensation report – now available for free download.

Critical Hiring Characteristics for Online Community Roles

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Looking at community job descriptions (download our CCC 2020 report for 30+ online community management job descriptions), it’s clear there are some characteristics that are prized by hiring managers. While empathy, communication skills, and collaboration have always been a component of a community professional’s responsibilities, the growing recognition of the need for negotiation and strategic skills is newer.

Empathy

​ Many community management job descriptions share a key requirement: empathy. The ability to understand and share the feelings of another is quickly becoming a critical part of effective community management. Emotional intelligence is a key attribute.

​ Strong communication and negotiating skills

​ Community professionals interact with a wide range of people and have to gracefully navigate differences of opinion and perspective. That requires sophisticated communication and negotiation skills – no wonder these skills are becoming more common on job descriptions.

​ Ability to collaborate across the business

​ Community professionals are being asked to partner with teams across organizations. This requires leading discussions and training on community topics, as well as implementing projects that generate shared value. The ability to listen, translate concepts across different groups, and collaborate is essential.

​ Strategic planning

​ In an environment where you rarely can tell people what to do, staying aligned around a strategic vision is key to a successful community program. This strategic vision informs planning, governance, and tactical programming in ways all community professionals need to understand.

Learn more and browse 30+ community management job descriptions in our Community Careers and Compensation report – now available for free download.

Community Role Profile: Community Strategist

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Community Strategist

OVERVIEW OF ROLE

​ The community strategist role is an expert role dedicated to what the title implies – community strategy. Typically, strategists are individuals with community management experience who have particularly strong strategic skills; analysis, community architecture, business models, and the ability to understand the interdependencies between different parts of a community ecosystem.

​ RESPONSIBILITIES
​ Community strategists are most likely to work in professional service firms or as part of a centralized community program office that provides internal community consulting to business units and other groups within large organizations. They are more likely to be individual contributors, and they act as subject matter experts within their ecosystem supporting and auditing a portfolio of communities.

​ MAKING A DIFFERENCE IN THE COMMUNITY ​

Community Strategist

Strategists have a special knack for understanding community performance and the levers that impact it. Successful strategists work with community managers to ensure their strategies and approaches will yield successful shared value and keep the communities productive.

Community Strategist

To learn more about the Community Strategist Role, and view Community Strategist Job Descriptions download our Community Careers and Compensation report – now available for free download.

Writing Effective Community Management Job Descriptions

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Community roles – and their priorities – change not only by level of seniority and decision-making, but also by other factors; the use case, audience, community size, and community maturity.

Managing a new support community for a B2B company is very different than managing a mature, internal employee social network of 80,000 people who are all actively collaborating in hundreds of sub-communities during the day. Consider and emphasize these aspects in job descriptions, as they will determine who is the right fit.

The Anatomy of Community Roles

Community roles are differentiated by their focus on enabling and connecting others by architecting environments that make collaborative behaviors easy and rewarding. Most of community work is done under the waterline – the iceberg effect of community management – and typically does not prioritize the community professional as the primary leader, influencer, or support agent.

Community roles – and job titles – do often get confused with communication and support roles that are primarily tasked with responding directly to individuals and while that can be a part of a community role it is not the dominant priority. This can be evaluated by understanding the hiring managers’ objectives – and the level of engagement for which they are looking. If the role is predominantly about visibility and exposure of content, then it is likely not a true community building position.

Learn more and browse 30+ community management job descriptions in our Community Careers and Compensation report – now available for free download.

Community Role Profile: Community Manager

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OVERVIEW OF ROLE
​ Community managers often oversee more processes than people and are the generalists of the community field. Although some community managers manage moderators or specialists, many work with other teams as the voice of the community. A community manager can be an entry-level role in some companies but on average they are mid-level professionals with over a decade in the workforce and six+ years in community.

​ RESPONSIBILITIES
Community managers are the face and voice of the community. To make the community successful, they work with members to help them find value while ensuring organizational sponsors also receive value.
Community managers balance tactical engagement and programming activities with more strategic responsibilities like planning and reporting. In small organizations, they are likely responsible for everything related to the community, while at larger organizations they may have direct reports, work on a larger team, or have the support of outsourced resources.

MAKING A DIFFERENCE IN THE COMMUNITY

​ A community manager’s special gift is empathy – a knack for understanding members and their motivations, their needs and goals, then connecting them with other members, content, and programs that help them achieve their goals.

Community Manager Role

To learn more about the Community Manager Role, and view Community Specialist Job Descriptions download our Community Careers and Compensation report – now available for free download.

Community Roles 2020: Three Myths BUSTED

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We have a long history of “busting” online community myths. 90-9-1 rule, we’re looking at you. The latest edition of the Community Careers and Compensation report did some new myth-busting, and in case you haven’t had a chance to read the whole report, we wanted to share a few highlights with you.

This short video busts THREE common myths about online community management roles:

Want to learn more about what community careers look like in 2020? The Community Careers and Compensation 2020 report is now available for individual or enterprise licensing. Learn more.

Community Careers and Compensation

Community Management Skills That Matter: Technical

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Technical Community Management Skills: Designing and building effective communities

Technical skills are unique in that they are most easily outsourced and often score lower than their true importance because not everyone on a team needs each specific skill. But as noted in our Community Careers and Compensation Report Key Findings,
developing a technical specialty is a great way to increase your value within a community team — and add to your paycheck.  Not everyone needs technical skills in data analysis, API  development or UX and design, but team members that have them provide great value. Community teams and those who lead them do need to understand where their technical strengths lie and what individual skills can do to strengthen the community if they are to reap the maximum benefits from them.

TRAINING OPPORTUNITY

Data. Data. Data. ROI and engagement statistics are critical, and your community’s existence is heavily based on demonstrating behavior change and measuring community value, so it’s not surprising that the ability to collect and analyze data is seen as both a valued skill and a training need at all levels. Because community teams often need just a limited number of “experts” in other technical skills, community professionals may want to pursue the opportunities that most excite them, while keeping in mind community needs and desires.

CLIMBING THE LADDER

Technical skills are unusual in that strategists and directors value the skills themselves less than their ability to manage the people who have strong technical skills on their team. At all levels, being tech savvy will help you move up the ladder — and investing in specific knowledge can help you develop into a community technologist role, a horizontal career path that has great value, particularly as a consultant. Software and application programming, for example, was the lowest scoring skill of all we surveyed — but being able to code software and APIs can be a hugely valuable to certain organizations or the vendors who serve them.

Want to level up more of your community management skills? Click a skill set to learn more:

community manager skills community manager skills Community Skills Engagement

What is a community manager?

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Community Manager is by far the most often cited and discussed role in the community space for a couple of reasons. First, in the past online communities were used primarily for tactical reasons, which often did not warrant more senior roles. Secondly, communities were often run by ‘lone wolf’ community professionals who did not directly manage a team, but were responsible for everything from strategy to moderation. Community manager seems to have been the best catchall title to give to someone without direct reports, but who had a breadth of responsibility.

The community space has come a long way, but the Community Manager role has a wide variation in responsibilities, compensation and reporting levels. Community managers are often expected to do a bit of everything, and while the role is evolving it still requires generalists who handle a diverse set of responsibilities.

Community Managers in the Organization

Our research has shown that community managers work predominantly for corporations vs. agencies or as independents — suggesting that organizations are seeing the value in investing in community management for the long haul. Community managers often work with communities scattered around the globe, giving them the opportunity to work remotely — a benefit that accrues to both internal and external community managers.

Community managers typically report to someone at the director level, with only about a third reporting to a vice president or higher. Despite the manager title, most community managers don’t manage anyone. Our research shows that only about a third have direct reports, either employees or volunteers.

Skills and Training Needs

Community managers’ top five most valued skills get to the heart of the tactical day-to-day monitoring and management of communities. Their most desired areas for training suggest an interest in digging deeper to drive engagement and understand what specific elements lead to community success. These training needs also suggest an opportunity for community professionals to develop into community specialists such as Community Architects, Community Analysts and Community Strategists.

Performance Evaluation

While community metrics are part of the evaluation of a community manager’s performance, the voice of the community is rarely part of the process. Just 5% of community managers say a review from the community is part of their performance evaluation — versus 91% who say they receive a manager assessment and 72% who submit a self-assessment.

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Interested in more about the community manager role?

Download the Community Careers and Compensation report for free. 

Community management salaries are on the rise

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Happy Community Manager Appreciation Day, everyone! We enjoy CMAD as a chance to recognize the hard work thousands of community professionals do every day. But thank yous don’t pay the bills. That’s why this year for CMAD, we wanted to see how salaries for community professionals were trending.

So we seized on a unique opportunity.

In November, we reached out to a group of community pros for whom we already had a lot of data – the 403 respondents to our Community Careers and Compensation 2015 survey. We asked them for five minutes of their time, to update us on their salary and career path. It was a challenge – people who have moved around change email addresses, others decline to be contacted, and others don’t take part. When all was said and done, though, we had gotten year-over-year updates from more than 110 community professionals. The great news is captured in our new infographic.

Salaries for experienced community managers are rising. Sharply.

Quality community professionals are in high demand, and that means higher salaries. Salaries and bonuses for our survey group jumped an average of almost 10 percent between 2015 and 2016. Some folks boosted their income by changing jobs or roles. Others got raises by proving their value. The bottom line was this – the average community manager compensation in our sample approached $80,000. Community strategists and community directors are regularly earning over $100,000. Those numbers won’t hold true for everyone in every industry, but the broad trend of rising salaries was clear and pretty consistent across use cases and community types.

The average community manager compensation in our sample approached $80,000. Community strategists and community directors are regularly earning over $100,000.

Community pros are a mobile bunch.

One way to boost your salary is to change jobs, and community professionals live that fact. One in four survey respondents changed organizations from 2015 to 2016. Some were merged or acquired into new roles, but most made the leap on their own.

And they’re moving UP.

Community managers, in particular, aren’t just moving around – they’re moving up into management. About 20% of our respondents who defined themselves as community managers in 2015 had risen to a strategist or director role in 2016. And across the board, our sample was reporting to higher levels of their organizations. Forty-five percent of the overall sample said they reported to a Vice President, Senior VP or C-level manager, up from 36 percent in 2015.

Other high-level trends:

There are a few other trends that were in evidence, but not strong enough to be statistically sound. They’re all on my list for the next full Community Careers and Compensation survey!

  • Geography: Our coastal respondents, particularly those on the West Coast, saw the highest salary spikes, which could suggest high demand. We saw positive salary trends in every region, though.
  • Experience/Community Size: There was no evident correlation between salary change and years of experience or community size.
  • Industry: High tech and software community pros got the biggest bump in our sample, but neither the difference or the sample size was enough for us to send people running into the tech sector for a big raise.

Enjoy and share the infographic – and happy Community Manager Appreciation Day! You deserve it.

Community Careers and Compensation update january 2017

Download the infographic. 

Looking for more resources to help you in your community career?

  • How Do I Find a Community Manager Job? – Community management is a profession of relationships – use your network to discover your next role. Most community jobs are not currently found through traditional job listings.
  • 50 Skills of Community Management – The Community Skills Framework represents the five skill families and top 50 skills that are required to build a successful community program.
  • How To Win That Community Manager Job – As organizations begin to increasingly recognize and reward the value of good community management the market for jobs has begun to heat up. While at any given moment there are literally dozens of interesting community jobs open around the country (and truly, the world) the competition for these roles is getting stiffer. How can you set yourself apart?

Throwback Thursday – Community Management Research

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We are gearing up to launch our 8th annual State of Community Management Survey, so I thought it would be a great time to share an overview of all the community management research we publish. This week’s #throwbackthursday highlights our four major research platforms for community management professionals.

Community Management Research

The State of Community Management

Report: The State of Community Management is our annual research platform that tracks the performance of communities and community management across the eight competencies of the Community Maturity Model. The State of Community Management 2016 marked the seventh year of this vitally important resource CCC2015_Cover_ShadowTiltfor community professionals and organizations and built on the insights and expertise of our past reports.

Community Careers and Compensation

Our Community Careers and Compensation research traces its roots to the Community Manager Salary Survey, which TheCR first launched in 2014. In addition to questions about the salaries, roles and titles of community professionals, with the CCC, we expanded our efforts to capture the skills that community professionals across the spectrum find most valuable, and added questions about where community sits within the organizational structures of businesses, nonprofits and other organizations.

The Social Executive

One of the major challenges of the community and social business teams with whom we work is the education of their executives, who vary widely in expectations, priorities for and engagement with social tools and approaches. Because this is such a critical issue, we consider The Social Executive research platform to be key in helping our members and clients make progress in their own organizations.

The Community Manager Handbook

The Community Manager Handbook: 20 Lessons from Community Superheroes combines research findings and advice from The Community Roundtable with short case studies and tips from some of the smartest community professionals in the space, for community managers looking to start, build and grow their communities. The superheroes include current and recent members of TheCR Network, sharing their tested approaches to address the challenges facing communities large and small, old and new.

Have you used any of TheCR’s community management research in your work? We love to hear about our research in the wild! Drop us a line and let us know! 

 

More Community Management Resources

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Can’t find what you’re looking for? Drop us a line and we’ll do our best to help you find the community management info you need!