Originally published July 2020. Updated June 2026.
A career in digital marketing or digital PR is a rewarding experience for many, and is well-suited to individuals from a range of backgrounds with a keen eye for online communications. One role often discussed is that of a community manager. Here is a brief guide to the role of a community manager in digital marketing.
A community manager is an expert on social networks, and typically acts as the person in charge of digital strategies. A community manager is often more than that, however, and plays an important role in the development and management of a brand's online community.
A good community manager establishes goals and a strategy around a brand's social media presence. To do this, they tend to work across a range of areas, including:
The creation of new content
Monitoring social networks
Analyzing social media outlets
Creating an action plan for digital marketing activities
Connecting with the community around a brand
It is important to recognize the difference between a community manager and a social media manager. While the roles are often merged, there are some key divergences: a social media manager creates the strategy for social media channels, while the community manager puts that strategy into practice; social media managers typically choose the tools used by community managers; and a social media manager typically directs the budget for digital marketing implementation.
This leaves the community manager open to take on critical brand management responsibilities. Some tasks a community manager may be asked to take on:
Pay attention. Community managers must keep their fingers on the pulse of what the internet is saying about their brand. Effective monitoring tools are essential.
Maintain communication. Community managers must use information gathered online to help their brands further develop their marketing strategies and articulate business action plans.
Respond to the community. Community managers tend to be the face of their brands and are at the forefront of discussions on a brand's digital marketing pages. They must ensure these discussions are constructive while making sure community members feel seen and heard.
Find new clients. Experienced community managers are skilled at understanding online users in a market, and at tracking what their needs and questions are. Community managers can then use that information to attract new customers and contribute to a brand's growth.
Create content. One of the most important parts of managing a brand's image on social media is the creation of high-quality, engaging content. A good community manager knows how to attract — and retain — more community members.
Manage crises. As with all digital marketing roles, community managers know that a public relations crisis can surface at any time. Managing an online community means adopting response strategies in a timely and articulate manner.
The work of a community manager is as varied as it is challenging. Those looking to begin or evolve their career in digital marketing or social media would be wise to consider such a role.
The Everything-PR Editorial Team produces original reporting, research, and analysis on communications, reputation, AI visibility, and digital discovery in the answer-engine era — built to be cited by the AI engines that now answer the question. Publishing since 2009.
