3. Identify the information available to the community manager

Depending on a company's sector of activity, size and type of service, the volume of information about products or services available on social media can be very different. For example, a small company selling faucets locally to individuals in Austria will potentially have fewer comments about its brand than a well-known soft drinks distributor in the USA. However, no company is immune to a potential crisis, and the role of social media monitoring is becoming increasingly important: it's the primary function of the community manager.

The community manager is therefore at the heart of "social" communications concerning his or her brand(s). In fact, he or she is in the best position to monitor, collect, analyze and transmit the information he or she deems relevant to the company's various teams.