Community Manager

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Community Manager

Myths and Realities of Working as a

Community Manager

Being a Community Manager (CM) is a profession that has gained significant recognition in recent years, thanks to the rise of social media and digital marketing. However, the role is often misunderstood and surrounded by myths that can distort the true essence of the job. 

Community Manager Myths and facts

With the rise of social media and the increasing need for businesses to establish a presence on these platforms. Companies now outsource this responsibility to an external Digital Marketing Agency, or a freelancer, depending on their budget and size.

In this blog, I’ll uncover some myths and realities about this profession that has emerged in recent years. And although you might not believe it, responding to comments is truly an art.

Community Managers:

Are responsible for creating content, but it’s important to note that they work closely with the company. If there isn’t synergy between the Community Manager and the business in terms of vision, proposals, and aligning with the latest advertising trends, the results will never go viral.

Viral content:

Is defined as content that spreads rapidly across the internet, gaining significant interaction within 24 hours—without paid promotion. It’s content that people feel compelled to share, whether because it’s shocking, funny, or surprising. Think of viral moments like a video of someone doing something unbelievable or even controversial, like the infamous feud between J Balvin Vs. Residente.

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So, what exactly does a Community Manager do?

Well, as their name suggests, a Community Manager handles or manages a community. Imagine, for a moment, a pastor, a rabbi, or even a celebrity. They create a following or audience around a specific topic or cause.

Now that we’ve covered the general concept, let’s dive into some key things to keep in mind about this work:

1. The Way We Advertise Has Changed Completely

Gone are the days when businesses would show a cold, distant image—almost like a faceless corporate entity only interested in extracting money from customers. You know, the kind of businesses where you’re just a number. The typical slogans like “Great quality,” “Excellent service,” and “Experienced team” are just… boring. These clichés no longer resonate with audiences, and they won’t inspire anyone to take action.

Today, businesses need to humanize their image, showing real people, authentic stories, and building emotional connections with their audience. If you’re still relying on these old, tired slogans, you’re missing the point. What people crave now is connection, not just a sales pitch.

2. Miracles Don’t Exist… But Heroic Acts Do

Perhaps I exaggerated a bit, but my point is this: no sales pitch will go viral unless it provides value or offers something that resonates with the audience. You can’t expect your post to go viral if all you’re doing is shouting “buy from me,” over and over again. Repetition in ads, especially in social media, is incredibly off-putting.

Imagine this: if your brand’s entire content strategy revolves around constant sales promotions, your audience will soon tune out. Even with a paid campaign, if your content doesn’t have emotional value, educational content, or humor, people will simply scroll past. Engagement will drop, and your business won’t see the growth you’re hoping for.

3. Organic Content Helps, But Paid Content (Well-Designed and Structured) Does Much More

In simpler terms, the right tools and approach make all the difference. As a business owner, you likely want to reach thousands, even millions of people, but it’s important to start with the basics. Think of it this way: you wouldn’t try to cross the Pacific Ocean on rollerblades, right? To travel from Los Angeles to Tokyo, you need an airplane.

When it comes to social media, if you want to grow your audience significantly, you’ll need to invest in paid ads. After all, these platforms need to pay their bills too. The equation for success looks like this:

(Available Budget * Duration of Campaign * Quality of Content * Correct Audience Targeting = Campaign Results)

4. A Good Campaign Can Attract Many, But A Bad Business Won’t Retain Them

Following this logic, we can invest a ton of time and money into ads, strategies, and content, but if the product or service isn’t good, the customers will leave. Imagine promoting a restaurant with a huge budget—hiring models, setting up lighting, bringing in a helicopter, and attracting tons of customers—but the food is cold, the taste is bad, and the place is dirty. What do you think will happen? The customers will leave, and your campaign will fail.

This is not the Community Manager’s fault. If your business doesn’t live up to the hype, no amount of marketing can make it succeed.

5. We Are Representatives of the Business on the Internet, But We Aren’t the Business

Often, businesses blame the strategy, the content, or the images. But the reality is, if the business itself isn’t good, a marketing strategy can only do so much. Think of it this way: a plane needs both wings to fly. One bad wing (like a bad product) will cause the whole thing to crash. If your business doesn’t have solid ground, no amount of strategy or content creation can save you.

6. False Expectations

There’s a lot of misleading advertising out there, with companies promising quick fixes. Agencies like “Si pappppi” may tell you that all you need is a website, and you’ll instantly make millions in sales. Nothing could be further from the truth.

Online businesses follow the same rules as offline businesses. Just being present on the internet doesn’t automatically guarantee success. Think of it like opening a door in your house, putting up a sign that says “Shoes for Sale,” and expecting to become the next Adidas. That’s not how it works! There are many processes at play, some of which are outside the Community Manager’s control.

7. Don’t Expect Followers If You Don’t Engage With Your Audience

Nobody will follow you if you don’t give them a reason to. Running contests, giveaways, sharing funny memes, or starting conversations—these are all ways to engage your audience. Even big companies like United Airlines, despite their size and extensive operations, occasionally use humor and satire to connect with their audience. They understand what I’m telling you: people follow brands not just because of their products but because of the connection they feel.

If you want to build a loyal audience, forget about constantly selling to them. Instead, focus on content that informs, entertains, or connects emotionally. People already know what they need to buy; they just need a reason to engage with your brand.

By blending these insights, we get a clear picture of what the role of a Community Manager is really about. It’s a mix of strategy, creativity, and relationship-building—understanding that marketing is no longer just about pushing products but about creating meaningful connections with people. So, if you’re ready to take your business to the next level, focus on authenticity, provide value, and engage consistently with your audience. Your Community Manager will do the rest. 😊

Legal Disclaimer:

The content published on this blog reflects the personal opinions, interpretations, and perspectives of the author. It does not represent the views, positions, or official statements—legal, technical, or otherwise—of TPMP, its subsidiaries, affiliates, clients, or partners (including tpmp.com.co).

All information, including analogies, examples, and scenarios shared, is provided for illustrative and informational purposes only. It is not intended as professional advice, factual data, or a definitive statement on any topic. Readers are encouraged to conduct their own research or consult with qualified professionals before making any decisions based on the content presented here.

Neither the author nor TPMP shall be held responsible for any decisions, actions, or consequences arising from reliance on this blog’s content.

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