Frequently, when we see published a job offer in which they request Community Managers for a company they usually request different requirements among which are, for example, that has people skills or that can write to write content, be of the nature that be.

Another important part of the work of the Community Manager is precisely that, to manage communities. The Community Manager must be able to talk face-to-face with his audience, just as he must have enough ability to create community, to link the brand to which he lends his voice emotionally with his audience, to know it so thoroughly that be able to respond to each and every one of the needs of his followers without needing them to be the ones that tell him what they need, that is, that can anticipate and satisfy those requirements of the users who follow him without anyone saying single word.

In addition to the above, the Community Manager is responsible, not only to create the image of the brand, but to monitor and ensure its reputation, thus achieving a strong and privileged position within its niche market and getting them to be the same users who come to them as a source of information and who consider them as a close and friendly brand concerned about their satisfaction.

But this professional does not only have to perform these tasks. On many occasions, the Community Manager is forced to perform a task that we could call pseudo-commercial.

First of all, we must be clear that the ultimate goal of the Community Manager is not to sell a product to a user, that’s what commercials are for, but it is true that one of the tasks of the Community Manager is to create a brand image which users can rely on when purchasing a product, knowing that at any time during the purchase process, whether before, during or after the purchase of the product (after-sales service) any problem or doubt will be solved in a satisfactory way for the user.

On many occasions, the Community Manager must demonstrate that the brand is trustworthy, and that the product it offers to its audience and potential customers is of quality, but it must be very subtle, since if users perceive what the brand is trying to do to do is to persuade them of the excellence of their product, the brand will be understood as a spammer.

Let’s face something: what is the best virtue of a commercial? Knowing how to sell without the client realizing that we are selling something, making the customer believe that he needs what we sell, or, in other words, creating the need.

In a way, this is what we do as Community Managers. We create, or try to create an emotional bond with the audience, engagement, which is what will make our followers come back to us and believe in our message, which will make them welcome our product, and make possible in much more measured its acquisition by our customers.

On the other hand, the main weapon of the commercial at the time of developing their work is the same as that of the Community Manager, dialogue and conversation. A commercial that is not able to converse with his client and can not argue and refute can not be commercial, just as a Community Manager who is not able to dialogue with his audience, can not be a Community Manager.