Community Managers will become the most visible customer-facing people in your technology company, if they are not already. It was just a few years ago where executives doubted their value altogether. Now I hear about Fortune 500 companies launching Community Managers for each product and each market. It's strong move, but a wise one. Community Mangers are the team captains of the internet because they ought to be a customer as much as they are an employee.
Community Mangers bridge the company/customer gap in the same way team captains connect coaches and players. Team captains are the players that coaches consult to understand the player perspective. They are the person who can rally the other players to get behind one thing or against another. They are usually the most famous and iconic player on their team. Most important: team captains do not coach, they educate when appropriate. Likewise, Community Managers need to have a total understanding of what the customer wants and how they are likely to behave. They represent the community because the community trusts them. And they never sell, they provide relevant content and products according to the unique needs of the conversations they are in.
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