Community management
The ongoing work of replying, moderating and nurturing relationships with an audience — the human side of social, not the broadcasting.
Community management is the ongoing work that happens after you hit post: replying to comments, answering DMs, welcoming newcomers, defusing conflict and generally tending the relationships around a brand. It's the human, two-way half of social media, as opposed to the broadcasting half.
Done well it compounds — it's what turns followers into a brand voice people trust and into user-generated content they create unprompted. Watching tone over time with sentiment analysis helps you spot when a community needs attention before small gripes become a crisis.
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