I had the pleasure of interviewing Tim McDonald, former community manager and now currently Director of Community at Huffington Post. Questions that I asked Tim corresponded with the topics that we have been studying this semester. Topics ranged from: differences between social media manager and community manager, search engine optimization (SEO), blogging, and metrics & analytics.
Tim’s Comparison of Social Media Manager vs. Community Manager
It was very interesting to get Tim’s take on the differences. We have learned thus far that a social media manager is more focused on the brand, whereas a community focuses more on relationships and the community. He refers to a social media manager as a “social media marketer”. An excellent quote by Tim is as follows: “, “Social media marketing to me is more of a bulldozer- you are pushing information out. Community management is about being a magnet and attracting people and drawing them in.” This was a great takeaway from the interview and I felt as if it was a great yet simple way to explain the differences.
It was interesting to see that in such a large organization like Huffington Post, they have people that are solely dedicated to SEO. He states that even though that are people that are simply focused on SEO, it’s important to at least have an understanding and an awareness of it when working on Huffington Post. At Huffington Post, he doesn’t have to implement it, but he has to have an awareness of it. It might be different at a smaller company, where you don’t have particular people delegated for this particular thing. You may in fact have to be the implementor at a smaller company. It reminds me of an IT manager. You do not have to be extremely technical, but you should at least have an understanding of the concepts and processes.
When it comes to blogging, Huffington Post is practically one big blog, so obviously, blogging is extremely important to them. Tim states that there is a huge emphasis on blogging there, but he also emphasizes that personal blogging is extremely important and allows your to establish your brand. There wasn’t too much to say, other than blogging is extremely beneficial and important to not only the company, but to you. Seeing how successful Huffington Post is when it’s practically a blog goes to show how important and beneficial blogs really are.
Metrics & Analytics
This was an interesting topic during the interview, since Tim stated that they are very fortunate and actually have people that build tools right at Huffington Post to monitor trends. So far, we have learned different kinda of metrics, such as audience metrics, engagement metrics, social listening & monitoring, customer service, demographics, etc. Some examples of the kinds of metrics that are studied at Huffington Post are: when posts are being shared, what the engagement will be on the post (how many re-tweets, replies, clicks), and how many active registered users month after month and week after week. While there are many more, those are the few that he touched upon. One of my favorite quotes throughout the entire interview was when he was talking about metrics & analytics. He stated, “We need to stop looking at the big numbers, and start looking at the little numbers that create big results.”
It was really great to get a community manager’s perspective on the topics that we have discussed so far this semester. It was great to get a real-world example of the importance of these topics as well. Tim provided great insight and allowed me to learn a great deal not only about Huffington Post, but about the role that a community manager plays. Lastly, when speaking about a community manager, Tim states, “We are the experts of nothing, yet we know the experts of everything.”
The entire video can be viewed here: Interview with Community Manager Tim McDonald