A client of mine in the NYC suburbs (north and west of Manhattan/accessible by train) is a 16-year old online community focused on patient information and health care advocacy. The community grew from blogs and forums into a broader social model that provides original content to patients and their families.
The community manager would be responsible for content management and digital strategy for member recruitment and retention. You’re working with our volunteers and allies on getting the widest possible audience for good content. You’re managing and guiding our social/digital agency towards content and SEO strategies that hit our key metrics.
Our current platforms include:
- Monthly newsletter
- Patient/advocate blogs
- Facebook page
- Twitter account
- YouTube channel
What are we missing? What makes sense with our resources? What are our patients currently using and where do they want to find us? How do we leverage the tens of thousands of members and allies to stay relevant and fresh in the minds of our patients? What is the right digital strategy for us, and what resources and regular habits do we need to execute that strategy?
This position isn’t managing comments or sending emails to bloggers. It takes someone with experience in creating and nurturing a community. You're really functioning as an editor/a conference reporter, and a strategist. It requires a digital native that understands the fundamental nature of our community, but it's both a digital and social role. You’ll be expected to manage ongoing improvements to site functionality, feature customization, and user-experience. As mentioned, you’ll work with the social agency to help them understand what we need.
- Manage recruitment and retention of new membership leveraging content, SEO and new site features
- Manage relationships with patient members and oversee content from patient bloggers.
- Communicate organization mission and community benefits to new and existing membership
- Oversee web posting, writing, managing, editorial direction, design, editorial calendar
- Schedule and execute social media strategy with site content.
- Supervise related work conducted by consultants and agencies (web developer /administrator, graphic designer, publicist, digital agency, UI/UX designer), contract writers, patient bloggers, poets, artists, photographers, videographers
- Integration and cross-posting between member sites
Background and Competencies:
- Bachelors degree (minimum)
- Excellent written and verbal communication skills
- Experience cultivating and managing online communities
- Social media expertise
- Understand SEO and SEM in relation to branding and conversion
- Digital native
- Interest in healthcare policy, politics, patients
- Able to present to funders and board
- Willingness to travel
The travel is conferences and other meetings roughly half a dozen times a year. The editing piece means you have know enough about writing to have different voices, and also coach others into how to write. Professional advocacy means you might need to comb through that old Strunk & White copy that's hidden behind the bookcase.
So - writing, editing, digital strategy, and social planning (there's another community manager who handles the day to day posting on Facebook and Twitter). Where we basically stand is the community is good, the presence is adequate, and we need more. Someone who gets what we're trying to do. Some one who cares about healthcare and understands what we're trying to do.
Did I mention you can work from home? Mostly. There's an office, and you'll go in at least once a week (all five days if you want), but as this is an all hours kind of job, you're not required to be in the office all the time. You do need to be within driving distance, and this is a full-time, good-paying job that requires real experience in managing a community and significant talent as a writer/editor. And you have to know social/digital well enough to make me think you get it.
Drop me a line at jim at social media talent.