Exploring a hybrid model: community PR management

Marshall Kirkpatrick of Read Write Web just posted a missive about whether Start-Ups need Community Managers or not (post). He presents, as Marshall always does, both sides of the coin very well.

Before we get into the Yes or No question, the short version of what a community manager is and does:

A community manager is someone who communicates with a company’s users/customers, development team and executives and other stake holders in order to clarify and amplify the work of all parties. They probably provide customer service, highlight best use-cases of a product, make first contact in some potential business partnerships and increase the public visibility of the company they work for. [source]

Are they necessary? Some, of course are adamant that they’re required staff members for ANY start up, others are equally as adamant that they’re not required for many months or years after the company has a full fledged and powerful community.

Recently – well, ok, yesterday – I told a start up that they were too “young” for a community manager position, and now I’m actually rethinking that point.

While I don’t necessarily disagree with myself on this point, I think a hybrid model is what’s needed for a start up. Someone who can take on the social media strategy and who has the traits of a social media strategist, but who can also handle the traditional public relations required for exciting new services, and who can parlay both that PR and social media knowledge into tending the online community. It’s possible, but it does require a special blend of person, with a specific skillset. There’s a few of us out there, it just takes a little hunting to find us, but boy, when you do, did you ever find a goldmine.

Not only will you have found someone who can work with your community with the empathy and understanding that community requires, you’ll get someone who will understand how to speak to your major stakeholders, your general public and the media covering your space.

So, is this new hybrid a required position for a fledgling start up? I’d have to say yes. Certainly after you’ve hired your tech and development team and before you start looking at traditional roles like PR or Marketing, or even the new traditional roles like social media strategist. Take a good hard look at what your company actually needs first and see if the hybrid model fits your needs.