Understanding the Role of a Community Manager

By Team Rigi

July 2, 2024


How can your community stand out in a world where millions of creators compete for user attention every second? With digital spaces constantly bombarding users with information, engaging with consumers continuously is more crucial than ever. This is where the role of a community manager becomes indispensable. Acting as the bridge between an organization and its community, a community manager ensures that the brand’s voice is consistent and that engagement remains high. Here, we will explore what a community manager does and the skills required.

What Does a Community Manager Do?

Liaison Between You and Your Audience

A community manager is the primary point of contact between a brand and its audience. They facilitate conversations, address concerns, and gather feedback from the community. This role involves moderating discussions, creating engaging content, and maintaining a positive environment where members feel valued and heard.

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Content Distribution

Community managers are responsible for sharing content across various platforms. They ensure the brand’s message is consistent and tailored to each platform’s audience. This includes creating posts, responding to comments, and managing social media profiles.

Building Trust and Brand Personality

The manager helps build trust and develop the brand’s personality by interacting with the community. With Rigi, you can choose how to run your community, access, user management, etc, effortlessly. Get started now.

Key Responsibilities

Monitoring and Moderation

Community managers keep an eye on discussions within the community to ensure that they remain respectful and on-topic. They swiftly address any negative comments or inappropriate behavior to maintain a positive atmosphere.

Engaging with the Community

Engagement is crucial for a thriving community. Managers create polls, ask questions, and encourage users to share their experiences. For example, Tata Motors often engages its community by asking for feedback on new car features and designs.

Gathering Insights

Community managers collect valuable insights from the community. This feedback helps the brand better understand its audience’s needs and preferences, allowing for more targeted marketing strategies.

Organizing Events

Both online and offline events are part of a community manager’s job. They organize webinars, live Q&A sessions, and meetups to foster community. 

Skills Required for a Community Manager

Communication Skills

Effective communication is at the heart of community management. Managers need to convey messages clearly and handle various types of diplomatic interactions.


Creating engaging and relevant content requires a good deal of creativity. Managers must develop innovative ideas to keep the community interested and active.

Analytical Skills

Understanding community dynamics and measuring engagement success is essential. Managers use various tools to track metrics and gather data on community interactions.

Problem-Solving Skills

Community managers often deal with conflicts or issues within the community. They must be adept at finding solutions quickly and efficiently to maintain harmony.

Challenges Faced by Community Managers

Negative Feedback and Trolling

Dealing with negative comments and trolls can be challenging. Community managers must handle these situations delicately to prevent them from escalating and affecting the brand’s reputation.

Keeping the Community Engaged

Maintaining a high level of engagement over time requires continuous effort and fresh content. Managers must stay updated with trends and community interests to keep the interaction lively.

Balancing Personalization and Automation

While personal interactions are valued, managing large communities can be overwhelming. Finding the right balance between personalized responses and automated systems is crucial.

Community Manager vs. Social Media Manager

Community and Social Media Managers serve different yet complementary roles in managing a brand’s online presence. The Community Manager focuses on direct engagement with the audience, fostering relationships, addressing customer issues, and monitoring sentiment. Their role involves understanding the community’s needs and feedback, which provides valuable insights for improving customer satisfaction and loyalty. They are critical in ensuring the community remains active and engaged by responding to comments, managing conversations, and creating a welcoming environment.

On the other hand, the Social Media Manager is primarily responsible for creating, planning, and scheduling content across various social platforms. They perform broader social listening, tracking brand mentions and industry trends to inform their content strategy. Social Media Managers aim to enhance brand visibility and engagement through well-crafted campaigns, using metrics like engagement rates and ROI to measure success. While the Community Manager focuses on day-to-day interactions and sentiment analysis, the Social Media Manager takes a strategic approach to content creation and performance monitoring, ensuring the brand’s online activities align with its overall goals.​

Examples from the Indian Scenario (From a brand perspective)

Zomato’s Social Media Strategy

Zomato’s community managers are known for their witty social media posts. This strategy has increased their followers and created a loyal customer base that engages with their content.

Amul’s Topical Campaigns

Amul’s community managers use topical content to engage with their audience. Their timely and creative advertisements on current events resonate well with the Indian audience, making Amul a household name.


The role of a community manager is multifaceted and crucial for modern-day marketing strategies. By effectively managing interactions, creating engaging content, and gathering valuable insights, community managers help build a robust and loyal customer base. In the Indian context, brands that leverage the power of community management see improved brand awareness and performance. As digital engagement continues to grow, the importance of community managers will only increase, making it a critical component of any successful marketing strategy.

FAQs About the Role of Community Manager

Who is a Community Manager?

A Community Manager is a professional responsible for building, nurturing, and managing a brand’s online community. They interact directly with the audience, foster relationships, address customer issues, and create a sense of community around the brand.

What are the primary responsibilities of a Community Manager?

Community Managers engage with users on social media platforms, forums, and other online spaces. They respond to comments, manage discussions, gather feedback, monitor sentiment, and create a welcoming environment for community members. They also provide insights into audience behavior and preferences to help shape content strategies.

How does a Community Manager differ from a Social Media Manager?

While both roles involve managing a brand’s online presence, their focuses differ. Community Managers primarily engage with the audience and handle day-to-day interactions, focusing on building relationships and understanding customer sentiment. On the other hand, Social Media Managers focus on creating, planning, and scheduling content and monitoring broader social trends and metrics to develop strategic campaigns.​

How do Community Managers gather feedback from the community?

Community Managers gather feedback through various means, such as monitoring comments on social media, conducting surveys, participating in forums, and hosting virtual events. They analyze this feedback to identify common issues, trends, and areas for improvement.

How do Community Managers measure their success?

Success for Community Managers is typically measured through metrics like engagement rates, community growth, customer satisfaction scores, and the quality of interactions. They may also look at the impact of their activities on brand loyalty and the resolution of customer issues.

Can a Community Manager work remotely?

Many Community Managers can work remotely as their primary tools are digital platforms. However, depending on the brand’s requirements and community activities, some may need to attend in-person events or meetings.

How can one become a Community Manager?

To become a Community Manager, one typically needs a background in marketing, communications, or a related field. Gaining experience in social media management, customer service, or community engagement is beneficial. Strong interpersonal skills and familiarity with digital tools are also essential.

By Team Rigi

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