Every now and then, I'll get a message asking questions about community management and being a community manager, what the role entails, and especially how to get into community management for the first time.
My short answer is usually to "just start doing it" -- create a community of your own around something you're passionate about or something that you feel could be improved upon based on the communities you've seen online. But, I thought creating a post that acted as a sort of "beginner's guide to community management" might be a good chance to expand on the idea of what community management entails, and how someone could go about getting into it. First, a little background...
Back in 2013, I had just applied for my first community role in the video games industry and I was looking for a way to build my chops. I didn't have any direct experience as a community manager. However, I've always had an inclination for building relationships, and I knew I could parlay those skills into learning the role.
My solution was to create a podcast and begin building a community around it. If you've been following the launch of my most recent podcast, Game Industry Job Hunt, this may sound familiar to you. At the time though, I partnered with a friend who had a background in radio and was also a lover of games and we created the Video Game Book Club podcast. We talked games, interviewed lots of great guests, and slowly but surely, built a modest, but loyal following.
As this was happening, I learned that the role I had applied for had understandably gone to a more experienced candidate, who I ended up working with for several years and who became a good friend. However, the team liked me enough to offer me a contract role that would allow me to build the experience I needed. So with that, I worked the contract role, learning as much as I could each day, and then applying what I learned to the podcast. After about a year and a half, my role became full-time and by that point, I had a much better grasp of what I was doing.
That leads us back to our original question. If you’ve ever joined a Discord server, participated in a Twitter Q&A, or interacted with a brand’s social media account, chances are you’ve encountered the work of a community manager. But what exactly does a community manager do, and how can you break into community management if you feel like it might be right for you? Let’s break it down.
The Beginner's Guide to Community Management: What Is a Community Manager?
At its core, a community manager acts as the bridge between a company and its audience. They are responsible for fostering meaningful connections, building and managing online communities, and ensuring those spaces thrive in alignment with the brand's mission and goals.
For brands -- and not just gaming studios -- someone needs to come in and establish the best practices for how they'll turn that "audience" into a "community". What's the difference? You talk to an audience, but you talk with a community. In other words, talking to an audience is a one-way conversation. You speak, they listen -- maybe. On the other hand, interacting with your community should be a two-way conversation. You keep them updated on info they need to know about and they offer you feedback that can be used by your team to improve the community's experience. We'll dig into this feedback loop below.
Key Responsibilities of a Community Manager
Community Managers, or "CMs" as we're commonly known, have many responsibilities, and depending on the organization you work in, you may be asked to focus on other things such as social media management that aren't necessarily "strictly" community. The basic areas of focus include:
Engaging with the Community:
Answering questions, addressing concerns, and starting conversations to keep the community active. Being a part of the community is the best way to make sure your community thrives. Everyone will look to you for leadership as to how the community should operate.
Knowing how to talk to your community is essential, as is the ability to "read the room". For example, if your community is upset about something, it's probably not a good time for jokes or humor. Knowing what to say is important, but knowing how to say it is even more so.
Hosting live events, AMAs (Ask Me Anything), and other interactive sessions to build rapport.
Content Creation:
Creating content such as blog posts, newsletters, and social media campaigns that resonate with the community.
Moderation:
Enforcing community guidelines, managing moderators, and maintaining a safe, inclusive, and positive environment. This one is important and sometimes underrated. Having good moderation is the difference between a good community and a bad one.
Feedback Loop:
As mentioned above, that two-way conversation between you and your community builds trust over time. It also opens the door for members to share their feedback, which can be invaluable. Gathering community feedback and sharing it with product or development teams helps to make the community's experience the best it can be.
Strategy and Growth:
Analyzing community metrics to improve engagement, encourage growth, and achieve campaign goals.
Advocacy:
Community management is a unique role because you're sort of operating with a foot in both the brand and community camps. It's your job to be able to speak like a member of the community to your internal team and help them understand the community's point of view. On the other hand, you also have to communicate your team's insights to the community -- where appropriate -- to help them understand the decisions that are being made. This subject could be a whole blog post in and of itself. It's easy to find yourself leaning towards one of these two POVs, so when you realize that, it's important to rebalance yourself so you're serving both sides as effectively as possible.
Why Is Community Management Important?
It's still pretty common these days to see brands focusing more on "selling" to "customers", but there are a few that are smart enough to understand that focusing on community yields better results over time.
Recently, a seriously insightful and brilliant community friend told me: "Community is helping people discover each other so they can enjoy "the thing" together." That's what we're talking about here -- looking at the community as a collective.
A strong focus on community management can:
Build brand loyalty among members.
Amplify organic marketing efforts through user-generated content and word-of-mouth.
Improve products and services by integrating user feedback.
Create a welcoming space where fans and users feel valued, fostering long-term relationships.
How to Get Into Community Management
So, you're ready to dive head-first into a career in community? Here are some tips on getting started:
Build Your Online Presence
Join online communities related to your passions. Engage, observe, and learn from how moderators and managers operate.
Use platforms like LinkedIn or Twitter/X to showcase your insights, share tips, and participate in conversations about community management trends. Networking on social media was very helpful for me when I was getting started and introduced me to many people I still consider good friends.
Be careful not to get so caught up building your online presence that it becomes your primary focus. Over the years, I've seen people try to get into community for the wrong reasons, which never ends well.
Develop Key Skills
Communication: Learn to express ideas clearly and empathetically. The importance of this can't be overstated. Everything you'll do as a CM will flow from your ability to communicate effectively.
Organization: Balance tasks like content scheduling, campaign planning, and tracking analytics efficiently. Find tools that can help you keep things organized and make your life easier.
Creativity: Develop innovative strategies to engage and grow a community. Having a few ideas ready to go is always welcome in a brainstorming meeting, so get comfortable with throwing out ideas, even if you don't believe they're "good".
Adaptability: Be ready to change strategies in response to platform changes or community needs. If something's not working, know how to pivot smoothly.
Gain Hands-On Experience
Volunteer as a moderator for Discord servers, Reddit communities, or Facebook groups. Content creators, especially Twitch streamers need mods, so if there's a creator you spend a lot of time watching, consider reaching out to them and offering your services. Whatever you do, don't be afraid to talk about your desire to build experience managing communities. You never know what kinds of additional opportunities may arise just from being open and transparent with people.
As I mentioned at the beginning of this post, start or co-manage your own small community around a niche interest.
Seek internships, contract/freelance, or entry-level roles in social media management, marketing, or community support. This is especially useful if you're just getting started. Many people in the games industry started out working in fractional (part-time) roles to get their foot in the door, myself included!
Master Community Tools
Familiarize yourself with platforms like Discord, Slack, Sprout Social, Hootsuite, or Reddit. Understanding the ins and outs of the platforms you'll be using is essential.
Learn analytics tools to measure community engagement and growth effectively. Understand the role data plays in community management and how it can inform your strategy. In other words, learn how it can tell you what's working and what's not. Being good at analyzing data is very attractive to companies who may be hiring for a community role.
Stay Informed
Follow community management blogs, industry experts, and webinars to keep up with evolving tools, trends, and best practices. Knowing what's happening in your discipline is one of the best ways to show your team that you know what you're talking about, helping you build trust with them so they'll listen to you later.
How to Excel as a Community Manager
What makes a community manager "successful" is subjective, but there are some things you can do to set yourself, and more importantly, your community, up for success.
Cultivate Empathy
Understand your audience’s needs, emotions, and challenges. Building trust begins with listening and understanding.
Be Proactive
Regularly audit your community’s health, engagement levels, and sentiment. Spot issues before they escalate. The ability to know your community well enough to know what they'll be excited or upset about in a month is valuable.
Focus on Problem-Solving
From handling conflicts to resolving technical issues, you'll invariably encounter conflict. When you do, stay calm and approach challenges with practical solutions. Don't take the community's frustrations personally. Acknowledge problems and offer possible solutions and updates wherever you can, but be careful not to make promises you don't know if you can keep.
Celebrate Community Members
Highlight active or helpful members, celebrate milestones, and show appreciation to foster loyalty and pride. You have no idea how far something as simple as a public callout can go. Taking things a step further by creating a regular "community spotlight" can help you take things to the next level. Recognize your community for the amazing things they do and the results will
Prioritize Your Well-Being
Set boundaries to avoid burnout. Managing online communities can be demanding, so take breaks when needed. Putting your mental health first is the most important thing you can do. It's as simple as that.
Why Community Management Is a Great Career Choice
Community management offers a unique blend of creativity, communication, and strategy. It’s ideal for people who love connecting with others, solving problems, and creating inclusive spaces online. The role is especially fun in industries like gaming, entertainment, tech, and e-commerce, where vibrant communities are key to success. What's more, it can lead to other career opportunities down the road. Many people have gotten their start as community managers and gone on to other roles. You never know where community will take you!
Conclusion
Community management is more than just moderating chat platforms or posting on social media—it’s about creating meaningful connections between brands and the people they rely on. Whether you’re new to the field or looking to level up your skills, remember that successful community managers focus on people first. It's not about you, it's about the community.
With the right tools, experience, and passion, you can thrive as a community manager and make a difference, both in the lives of the members you manage, and the brands you work for.
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