The figure of the Community Manager has undoubtedly been highlighted as that of the maximum exponent and representative of brands in social networks. Their management and work can be a hard task where they never lack all kinds of challenges, objectives to meet and obstacles to overcome.

The Community Manager works for and for the brand. Without rest, without delay and forced to develop an intense work and attention in the media and social networks, and where the brand itself is mentioned or is part of a conversation.

The similes of these professionals are already known with those of other professions, due in part to the great variety of knowledge and skills required. We could say that the true Community Manager is a professional with talent, great capacity for work and response, but without super-powers. Neither are they machines, nor are they solely responsible for the reputation of the companies and brands themselves.

Involvement in these processes requires an emotional component that is not reserved only for the most loyal consumers. The passion must begin with those who represent the brands themselves, and the Community Managers must immerse themselves in it to transmit it and reflect it in their way of acting.

However, in its crusade to take control of the management of the reputation of brands and be an interlocutor between them and consumers, it is important that the Community Manager knows certain fundamental aspects of the companies or brands that it represents.

In this knowledge lies the key to be able to issue an efficient response to complaints, claims, queries and requests for information from users and consumers. Knowing the brand is essential, and that means knowing their products, their sales mechanisms, distribution, guarantees, customer service, staff, contact ways, and of course their own philosophy. The Community Manager is like the ambassador of a country, that outside of its intermediate borders in benefit of this territory. Able to act and mediate in all types of conflicts, seeking solutions that can benefit all parties.

To be a true professional of social media, the technological knowledge of the Community Manager only represents the ability to handle the necessary tools used to interact with users and consumers. But beyond all this, the Community Manager must understand in what way or what causes the different types of reactions can be generated. Having a psychological capacity to analyze each situation and knowing how to act in consequence, never under the proper or personal criteria, but in the one of the own brand, is undoubtedly a fundamental aspect.

A Community Manager can not promise or make a decision that the brand or company he represents would never take. You must know and respect each policy and guideline marked, as well as the action protocols to deal with any “fire”, conflict or crisis of reputation, as well as compensations, alternatives and solutions that can be offered to the most critical or dissatisfied customers and consumers. .

To achieve the objectives set, the Community Manager has to start with this essential part. To really know the values ​​and philosophy of the brand or company it represents. Only later can you act and react accordingly.