Community management, your brand's voice online - bicom

Community management, your brand’s voice online

Community management has gained recognition from most businesses, but for many, the task remains unclear. What sets it apart, and what are the advantages of engaging in such services? 

First and foremost, let’s establish the basics: What exactly is community management?
It is how a company leverages social media to engage with its audiences by building a community where members can communicate, share experiences, and develop a sense of belonging. Community management helps define or reinforce a brand’s identity, increase its visibility among a target audience, and even understand its consumers and their needs.


Now that you have a better understanding of what a community manager does and why it is crucial, let’s explore how to become an outstanding community manager in four steps:


1. Targeting Your Audience and Adapting to It

Precisely targeting your audience on each platform where your organization is present is a crucial step. Once established, you can determine your complete editorial line (tone, keywords, hashtags, emojis, etc.). For example, if your audience is younger, you can use a lighter and more familiar tone. On the other hand, addressing a business audience from Generation Z may require a more formal tone and elevated language.

CAUTION: If your company is present on multiple platforms, your audience may not be the same on each of them!

2. Being Responsive to your Audience

To have an effective digital presence, interacting with your audience is essential. Often overlooked but crucial in community management is engaging with the content of your subscribers, content creators, or even your competitors. This will help you stand out and contribute to shaping your brand’s identity.

3. Being Consistent

The person responsible for community management must ensure that the established editorial line is respected across all platforms used.

Quick Tip : We recommend creating a reference document containing response templates for everyday community management. However, these templates should still be personalized—no one likes feeling like they’re talking to a machine!

4. Being Attuned to your Audience

A good community manager not only responds to their audience but also listens to them. They are in the best position to observe and evaluate what type of content resonates most with the audience, what they like, and what encourages them to interact with the brand. This information will allow you to adapt and create even more effective content.




Once all these elements are in place, it’s time to measure your results. When measuring success in community management, keep in mind that it’s rare for efforts to yield immediate results. It takes time to identify your target audience, learn to reach consumers on different platforms and conduct tests to find what works best for you.


You can find our 2024 Community Management Checklist HERE.