A Community Manager tweet from Bankia left us all in shock and made their Tuiter spark. Although it has already been erased, it said: ” Can The Godfather teach us leadership lessons?”

In what head does nothing more and nothing less than Bankia and her circumstances set us an example to the Godfather? Have they gone crazy? As I said many times a crisis in social networks is like gunpowder and a spark makes it jump. And this case, of course, had all the  necessary ingredients for a crisis to break out.

An  arid scenario, many people very angry, a community too little prepared to run to their aid and help contain the fire and finally a spark that popped the situation.

From all these circumstances, to  quench the conflict  when it began to be generated, without waiting for the fire to advance, was not an easy task. The evil was done. There was no turning back. The only message  that the CM was launching throughout the day and which, honestly, I believe was the only option I had, was:  “The page is about motivation and leadership, but we understand and accept the criticism …

But in this case on what was the page that was linked was the least since the owner and the  tweet were  devastating, especially for being released from Bankia. To give as an example of leadership to the Godfather from an institution like Bankia has no possibility of defense.

It does not make sense to fire down fallen tree and analyze everything that happened that day, I guess unforgettable for the  Community Manager. But it does take time to think and meditate  what the functions of a CM and how you can not pretend that a single person manages the social media of a company of a certain size, let alone a large company.

It needs strategy, close relationship with the communication department, message, and a clear and defined line of action.

And this leads me to consider  who is the right person for content management  in Social Networks, blog, web etc … of a company.

Can you leave this topic at the same time as others in the hands of the  Community Manager? The error of considering the CM an “orchestra man” and his ability to carry out all the functions attributed to him, can have very serious consequences.

It is clear that a team is necessary, one of whose main functions is the management of the contents. Again 2.0 and very bombastic words:  Content Manager and Content Curator.

Summarizing and speaking in silver: Who is responsible for defining what can be talked about and how? Who is in charge of defining the message that the company wants to give? Who filters the contents?

The  Community Manager  will be responsible for communicating the message, making it attractive and capturing the attention of your community. But I think it is a very serious mistake for him to generate the message and the content.

If this work is to be developed by a single person, it is essential that you have a direct line with the communication department of the company.