As the net grew more social, smart companies took ‘humanize the brand’ off the PowerPoint slides and into action. The Community Manager job has become so much a tangible icon of the changes in corporate communication that 24 January has been anointed Community Manager Appreciation Day. They can be high powered famous or everyday people, but as a topic the buzz keeps building (even as command centers become the new new thing).
Like all people on the front lines, CMs do best when supported by a full team behind the scenes. (With experienced backup in case of crisis.) Technology scouts and creative content strategists are added to classic brand managers. Old friend David Jones talked about this here. Ideally, the CMs should have really big ears. I think major brands are just starting to realize what a treasure chest of insight active listening opens up.