Youth is NOT a Skill

(Note: I'm referencing marketing and community because many companies lump them into one.)

In the world of marketing and community management, there's a huge focus on youth as a key skill. Companies often believe that a person's age is what connects them to the consumer. But this idea is flawed.

The true skill is social listening. It’s the ability to pay close attention to conversations, not just on social media, but everywhere your community is. A person in their 30s (and above) can be just as, if not more, tuned in to what's happening than someone in their early 20s.

Storytelling is at the heart of the games industry, and your marketing and community person needs to be a great storyteller. Marketing is the perfect blend of data science and storytelling. Data gives you the facts about your community, but it's the story that creates the connection.

In today's fast-paced world, it's very important to be aware of the news and social climate. You also need to have insight into how those things affect your community. What about trends? Does this hot new trend really speak to them, or is it a fleeting moment that you should stay away from? The ability to make that distinction is crucial.

You should also look for social currency. Does your marketing person have a presence in your community? Are they a known and respected member of that space, your space? Because that kind of authenticity can't be bought or faked.

And finally, you need empathy. A great community manager sees the people in their community as people, not just numbers to be counted. They use data to inform their decisions, but they never forget the human element.

So, when you're hiring for your next marketing or community role, look beyond the number on a resume. Look for the storyteller, the social listener, and the empathetic individual who can genuinely connect with your audience. Because that's the real skill that makes a difference.

Finding Your Community Manager

So, you've decided you want to build a community. The first step is to get really clear on what you need. I've seen too many job postings for a "Community Manager" that actually list the tasks of an entire marketing team. This is a red flag for everyone involved.

If you’re looking for someone to:

• Create a sense of belonging among your players

• Drive genuine engagement and conversation

• Monitor the sentiment of your community

• Act as a true advocate for your players' needs

• Help build a positive and authentic brand image

…then congratulations! You are on the right track to finding an excellent community manager who can thrive in their role.

But if your job description includes things like:

• Developing your overarching marketing strategy

• Designing all your graphics and visual assets

• Leading high-level brand meetings

• Booking interviews and public appearances

…then you might be looking for a different role entirely.

Here's a breakdown of what these different jobs actually do, and why making the distinction is so important for the person you hire:

Community Manager: This person is the heart of your community. They are on the front lines, talking directly to your players. Their job is to foster a safe and positive space, facilitate conversations, and be a bridge between the players and the development team. They build relationships and work to keep your community happy and engaged. A community manager needs time and space to be present in the community, not buried under a pile of other marketing tasks. When you protect their time, you protect your community.

Social Media Manager: This role is about managing your brand's voice on social media platforms. They are in charge of creating and scheduling content, running campaigns, and growing your brand's presence. While they work closely with the community, their primary focus is on the public-facing content and the platforms themselves. Lumping this role in with community management can lead to burnout, as both jobs require full-time attention to be effective.

Marketing Manager: This is a more strategic role. The marketing manager is in charge of the big picture. They are responsible for creating the marketing strategy, managing budgets, and overseeing campaigns across all channels. They use data to make decisions about how to best reach a new audience and grow the business. While they work with the community, their focus is on the business goals of the company. It's a completely different skill set and focus from being a community manager.

Communications Manager: This person is a master of messaging. They are responsible for all external and internal communications. This could include writing press releases, managing media relations, and shaping the public narrative of the company. Their job is to make sure the company's message is clear, consistent, and well-received. This is a highly specialized role that is often separate from day-to-day community interaction.

When you fail to distinguish between these roles, you put your new hire in a position to fail. You are essentially asking them to do three or four jobs at once. By being clear about the job you need to be done, you're not only setting yourself up for success but also showing respect for the person you are bringing onto your team.

Chaotic Good Corner: A Win-Win

I'm always on the lookout for things that align with my chaotic good philosophy, and Humble Bundle is a perfect example. They sell bundles of games, books, and software, but with a mission. Every purchase you make allows you to contribute to a charity of your choice, which means you're not just expanding your own library, you're also making a positive impact. It’s one of the best ways I’ve found to merge my passion for games with my desire to give back. You can find the latest deals here: Humble Bundle