Digital community manager
Digital
Level 4 -
Facilitate and instigate direct communication online between the end user or customer and the organisation.
Reference: OCC0345
Status:
SOC 2020 sub unit groups:
- 2493/03 Social media managers
- 2432/02 Marketing managers
Technical Education Products
Employers involved in creating the standard:
Ubisoft, Auroch Digital, Rebellion, Future Games of London, New Dawns, Sports Interactive, Coatsink Software, Blazing Griffin
Summary
This occupation is found in industries and organisations that interact and communicate with their customers and end user online, for example the videogame industry and software providers. It is a key role for such employers, from small to medium sized enterprises (SMEs) to large organisations.
The broad purpose of the occupation is to facilitate and instigate direct communication online between the end user or customer and the organisation. The customers who are communicating with the organisation are referred to as ‘the community'. Digital Community Managers are the ‘public face’ online for an organisation, implementing their communication strategy to support its business objectives. This is achieved through the management of online media channels and delivering activities such as release information, updates and responding to questions from the community. Digital Community Managers deliver information and useful ideas from the community to their organisation and are the ‘eyes and ears’ of the organisation within the player community. Conversely, they provide information from their organisation back to the community.
In their daily work an employee in this occupation routinely works with multiple communities on-line. Information has to be delivered in the unique tone and voice of each community. The community can run from hundreds to many thousands of customers dependent on the size of the product or game. As they talk to a considerable number of customers with each interaction they have a huge responsibility to accurately and appropriately represent the organisation, a mis-step or badly handled communication can have a detrimental impact on an organisations reputation or revenue. Digital Community Managers work within an office environment and are part of a team developing and implementing an overall communication strategy. They work autonomously but will interact with other departments in an organisation including public relations (pr),marketing, production and communication.
An employee in this occupation will be responsible for analysing and interpreting data from the community. Their evaluation of customers' behaviour and data is reported upwards in the organisation, feeding into future communication strategies and product direction. Digital Community Managers are responsible for reviewing their own work and understanding the impact of their communication in order to better inform future interactions. The nature of the work is autonomous as online communication is fast moving and often needs to be timely without requiring supervision. Therefore they have a high degree of responsibility and need to exercise good judgement for their own work within the parameters defined by their organisation.
Digital Community Managers report to Senior Digital Community Managers, Communications Managers and Communication Directors.
Employers involved in creating the standard:
Ubisoft, Auroch Digital, Rebellion, Future Games of London, New Dawns, Sports Interactive, Coatsink Software, Blazing Griffin
Typical job titles include:
Knowledge, skills and behaviours (KSBs)
Duties
Duty D1
Engage support and enable the community by responding to call to actions and contributing to conversation and debate.
Duty D2
Deliver a high level of written communication when messaging the online community via forums and online media channels.
Duty D3
Review forums and community sites to identify a threat or opportunity for brand or product, assess and act swiftly, using their knowledge of the product and the overall communication strategy. Analyse and prioritise information and data analytics acquired through such reviews to create reports for internal use and escalate appropriately within the organisation.
Duty D4
Take an active role in their communities, participating and leading forum discussions and engaging interest through creating or contributing to assets, offering support and answering questions.
Duty D5
Use custom or internal forum software and content management systems to manage and schedule posts and delivery of assets as per a communication strategy plan or schedule.
Duty D6
Deliver the communication strategy effectively by adapting the tone and voice to suit the particular audience of the different online media channels and stay within the platform holder’s policies and guidelines.
Duty D7
React and respond appropriately to a wide range of topics pertinent to an organisation's product or brand and the wider industry community. These can form part of an overall communication strategy but will routinely be reacting to an unforeseen issue or subject raised by the community.
Duty D8
Actively moderate forums i.e. overseeing communications between members, making decisions regarding appropriate content and guiding the direction of conversation.
Duty D9
Review the effectiveness of their actions online in order to report and inform an organisation's or their own future behaviour.
Duty D10
Manage inappropriate comments positively and escalate or enforce conduct standards for inappropriate conduct as necessary.
Duty D11
Implement communication strategies to support business and communication objectives whilst delivering both positive and unwelcome information to the community.
Duty D12
Drive brand loyalty and a positive experience for the community.
Occupational Progression
This occupational progression map shows technical occupations that have transferable knowledge and skills.
In this map, the focused occupation is highlighted in yellow. The arrows indicate where transferable knowledge and skills exist between two occupations. This map shows some of the strongest progression links between the focused occupation and other occupations.
It is anticipated that individuals would be required to undertake further learning or training to progress to and from occupations. To find out more about an occupation featured in the progression map, including the learning options available, click the occupation.
Progression decisions have been reached by comparing the knowledge and skills statements between occupational standards, combined with individualised learner movement data.
Digital
Sales, marketing and procurement