The best kept secrets of the 'community manager'

"Without Instagram we would exist, but we would not have grown so much. A large percentage of sales and our growth depends directly on this social network," confesses to FCINCO Itziar , community manager and communication manager of the cheap travel search engine Airhopping. "The brands did not understand social networks as for what they are. They used Instagram as if it were a shop window, and Instagram does not go about that; Instagram goes about people. It goes from you and me that we talk and create relationships through of that online channel, "says Roni , name chosen by the brand for the community manager of Ron Barceló .

The world has changed. 40 years ago, no one imagined that about 42% of the world's population would be connected to whoever they wanted through social networks, according to the 2018 Annual Social Networks Study of IAB Spain . There are more than 3,500 million people who daily share their vacations, reserve a table in the restaurant around the corner, listen to music, meet people ... Everything you can imagine is just one click away.

For our part, the Spaniards spend 5 hours and 18 minutes a day looking at a screen, according to a study conducted by the We Are Social agency and the Hootsuite social media management platform. Of these almost six hours, we spend 1 hour and 39 minutes on social networks, in which YouTube , WhatsApp , Facebook , Instagram and Twitter reign as favorites, in order of user preference.

Social networks have changed the perspective with which things are seen and, with it, sectors such as advertising and marketing have had to adapt to these new demands by consumers. The premise: "If you are not on the Internet, you do not exist" has led to the creation of new jobs linked to the online world, social networks and generation of exclusive content to consume on the touch screen of a mobile device. Community manager , content creator , influencer marketing , paid social media ... New jobs within companies to create interaction with the public. Words like engagement or love brand are the new dragon balls that each brand wants to get on social networks.

But who are these Community Manager?

The community managers are the digital marketing professionals in charge of the management and development of the online community of a brand or company in the digital world. Among its daily functions are: detect potential customers, increase the community of followers, establish lasting and stable relationships with them through the content that is published, in order to sell more and create a good brand image.

Within this profession there are different types of strategies and, therefore, community manager . There are those who use social media channels as a showcase for their products. And, on the other hand, there are those that create interaction ties with their followers that go beyond the sales objective. Brands such as Ron Barceló and Airhopping have opted for the second option, building a community of loyal users and lovers of their brand.

"From Ron Barceló, they realized that a social media strategy focused on telling the consumer 'Buy Me' made no sense and didn't pump among consumers. The Community Manager had to get the message and style of the brand conveyed. they focused on the human part, "confesses Roni, who has carved more than 60,000 followers on Instagram for his brand.

For its part, Airhopping has more than 202,000 followers on Instagram. "We have created such a great interaction with our users that they answer everything we upload, they give us good morning every day, they want to meet us ... There is a feeling of belonging to the very big brand," says Itziar.

But what does a good Community Manager need to be able to exploit the passion of the followers?

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According to the professionals interviewed, it is essential that a community manager knows how to listen, adapt to the demands of the client and the moment, and be creative. "A community manager has to be there all the time listening to the client because the user is going to tell you how you have to behave," says Itziar.

"It is not worth a typical message of 'We are delighted that you have written to us'. No. A community manager has to talk to the followers. To me, the followers tell me about his life every day," Roni confesses. The actions in social networks carried out by both brands to gain the trust and interaction of their precious followers show that Instagram is not just a showcase to show you; but where to see who your allies are.

The 'Ronfesionario', where the users of Ron Barceló confess their secrets to Roni, 'I Never Barcelovers' to play who has done what, creating templates to download ... They are some of the actions of the spirit drink. Airhopping, meanwhile, has made a Cluedo on Instagram where the killer was one of the employees of the brand and the followers had to guess. The fans also duel in 'The Airhopping Games' to win a trip, they designed Alba's wedding ring, one of the girls on the team ...

But is anyone worth it?

"It depends a lot on the brand and its expectations in social networks. If you only need simple publications and function as a showcase, the same client can manage it. But, if you really want to create a community and Instagram is an important communication channel for the company needs a professional, "they confess from Airhopping. "There is a lot of analysis behind each post; there is always a why and a moment."

From Ron Barceló they reach the same conclusion: "As soon as you get into social networks, you realize that it is not easy. Bringing an Instagram account to a professional level is not easy. You need planning and knowledge of your audience. How are your followers? Why do they follow you? You have to know who is behind. "

According to the criteria of The Trust Project