Lee-Ann Lipman Lead Community Manager Society King James


Hi Lee-Ann. What do you do?

I am the Lead Community Manager at Society. I started here 18 months ago, when we only had two Community Managers. Now we have eight.

I have no idea what that is.

Community Managers are ultimately the voice of the brand. If someone wants to talk to Burger King anywhere on social media, we are the people answering them on the client’s behalf. We have to wear many different hats throughout the day as we speak on behalf of different clients. We are slowly developing multiple-personality disorders and ADHD and probably need daily Ritalin. We keep our laptops open and with us at all times.

What makes a good Community Manager?

A combination of sensitivity and a thick skin. You need to be sensitive to the needs of every person in your client’s community you interact with, absorb their anger on behalf of the client and NOT yell at them to go and read the FAQ list when we receive obvious questions. You also need to be adept at writing in many different tones and be able to switch between tones on a dime. We are the very last people to see content before it goes out, the last line of defence, so you need a sharp eye and be able to identify any mistakes that may have gone unnoticed. Once you understand your client, you eventually become able to adopt their personality and speak fluently on their behalf.

Thanks for the chat. I think you should get back to your laptop.

Me too.