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Community Management

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Digital Marketing - Study Notes:

An important complement

Community management is often the stage that comes after the content has been published. But it's not to be overlooked in terms of its importance.

It can help you in a number of key ways.

  • Manage customer, product, or service issues: The first is being able to manage customer, product, or service issues with your business, not letting any issues fester, swell out of control, and being able to call any particular issues out before they become a much larger issue for your business, gaining valuable insights and feedback directly from your customers.
  • Gain valuable insight and feedback: Social media and digital marketing and content marketing is one of those rare platforms that allows you direct access to a large database of your customers almost instantaneously. Glean this feedback. Reward them. Look for their insights and their input, because ultimately they're your customers. You can pivot not just your content marketing but your full business and service offering to be more inclusive of customer feedback by using your channels.
  • Turn customers into loyal fans: You can also with community management, turn loyal fans into brand advocates, really energize them, being able to interact with them. Heroing their content and thanking them for getting in touch adds that lovely element of personality that brings your brand to life versus competitors.
  • Network with others: There's huge opportunity to network with like-minded businesses, like-minded individuals and potential affiliates through using community management as well. Being able to link in and tagging affiliate businesses, which we're going to look at a little bit later in this presentation will help you network online through your content marketing efforts.
  • Drive repeat sales: Community management allows you to have ongoing conversations with your social audiences and being able to build that credibility, that trust that the community wants to give you repeat business.


So looking towards all of these key aspects of community management are a very important addition and supplementary to your content marketing efforts.

Here's a great example of some community management as handled by the fashion online retailer, ASOS. In this example, you can see that ASOS are interacting with somebody who has a missing parcel. They've answered their query in a really positive, upbeat and friendly manner that will ensure them repeat business.

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Please note that the module slides are designed to work in collaboration with the module transcript document. It is recommended that you use both resources simultaneously.

Digital Marketing Resources:

Seán Earley

Creative Director at Teneo PSG Digital

  • Creative Director at Teneo PSG Digital with five years’ experience in Digital Marketing, Social, and PR Agencies
  • Founding member of Teneo PSG Digital
  • Former Director on the Board of the Irish Internet Association
  • Passionate about creating content that captures audience imaginations and delivers business objectives

The following pieces of content from the Digital Marketing Institute's Membership Library have been chosen to offer additional material that you might find interesting or insightful. While relevant to this module, you will not be assessed on this content.

You can find more information and content like this on the Digital Marketing Institute's Membership Library


    Content Marketing
    Seán Earley
    Skills Expert

    This module begins by introducing the fundamental principles of content marketing to enable you to align content effectively with the Buyer’s Journey. It explores the knowledge and skills required to plan and execute a content marketing strategy in a persona-oriented, data-driven way. It also covers content creation, content curation, and how to extend the value of content using scheduling tools and promotion methods. The module concludes by examining the key metrics and tools for measuring the performance of a content marketing strategy.