Expertise Under Siege: Why Social Media Success is Not the Same as Community Leadership

Today, where online engagement feels paramount, the roles of social media managers and community managers are often confused. While both are essential for building a brand’s presence and fostering connections, they serve fundamentally different purposes and require distinct skill sets. Unfortunately, the growing perception that success in social media management equates to expertise in community management has led to significant misunderstandings—and sometimes missed opportunities—for organizations seeking to build meaningful, lasting communities.

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Social media management focuses on broadcasting a brand’s message to a wide audience. Social media managers excel at crafting content calendars, optimizing posts for visibility, and analyzing metrics like impressions, reach, and click-through rates. Their primary goal is to increase brand awareness and drive measurable outcomes, often through one-to-many communication. They act as the voice of the brand, ensuring consistency in tone and messaging across platforms.

Community management, however, is an entirely different discipline. It’s not about broadcasting; it’s about fostering relationships. Community managers work to create spaces where members feel valued, connected, and empowered to engage with one another. Their focus is on building trust, encouraging collaboration, and ensuring that the community thrives over time. Unlike social media managers who prioritize short-term metrics like likes or shares, community managers are invested in long-term success—measured by member retention, loyalty, and the depth of interactions within the group.

The skills required for these roles also differ significantly. Social media managers are experts in content creation and data analysis. They know how to craft posts that resonate with audiences and how to interpret analytics to refine strategies. Community managers, on the other hand, must excel in interpersonal communication and conflict resolution. They need a deep understanding of group dynamics and behavioral psychology to mediate disputes, foster inclusivity, and build a sense of belonging among members.

One of the most common misconceptions is that social media success can seamlessly translate into community management expertise. While a strong social media presence might bring people to a platform or group, it doesn’t guarantee that those individuals will stay engaged or feel connected. Building a thriving community requires more than just attracting attention; it demands ongoing effort to nurture relationships and address member needs.

This misunderstanding often stems from the increasing overlap between these roles in modern organizations. As brands seek to streamline operations, they may combine social media management and community management into a single position or assume that one skill set covers both areas. However, this approach risks neglecting the unique demands of each role. A successful social media campaign might generate buzz and attract followers, but without effective community management, those followers may never transition into active participants or advocates for the brand.

The erosion of expertise in community management mirrors broader societal trends described as the “death of expertise.” In an era where access to information is widespread but often superficial, there’s a growing tendency to equate familiarity with mastery. Just as reading a few articles online doesn’t make someone an expert in medicine or engineering, managing a personal Instagram account or running ad campaigns doesn’t automatically prepare someone for the complexities of building and sustaining communities.

To address this challenge, organizations must recognize the distinct value of both roles. Social media managers and community managers bring complementary strengths to the table but should not be seen as interchangeable. By investing in dedicated professionals for each role—and fostering collaboration between them—brands can achieve both short-term visibility and long-term loyalty.

Ultimately, successful communities are built on trust, connection, and shared purpose. While social media can amplify a brand’s reach and attract attention, it takes skilled community management to turn that attention into meaningful engagement. Recognizing this distinction is not just about valuing expertise—it’s about creating spaces where people feel truly connected and inspired to contribute.