Community management might sound simple at first – as if all there is to do is check the comments a few times a day, hand out likes and write a polite comment or two.
Some days are exactly like that, while others bring heated debates, sharp undertones or direct attacks. Sometimes we laugh… sometimes, we take a deep breath before replying.
By definition, community management is the continuous care, moderation and stewardship of online spaces to shape the exchange between a company and its community. That already reflects reality better. It is not basic social media upkeep, but ongoing work that strongly affects how a brand is perceived. It can also become an integral part of crisis communication.
Clients outsource this role to us for a reason. Comments do not arrive only during office hours, but on a Sunday at 07:47 as well. One careless reply can turn a trivial topic into a storm.
We moderate discussions, defuse escalations and answer questions. We keep clients free to focus on their work – quickly, reliably and in several languages.
Over time, five types of social media users have emerged from our daily work. This typology may help you support your own community more precisely:
The Warm‑Hearted
"I’m happy and I’ll say it loud."
They share compliments, stories from their lives, and plenty of likes. This group often includes former employees or people with a personal link to the brand.
Typical comments
"So lovely. Thanks for this post, it made me smile."
"I used to work with you, the best time of my life."
How we respond
We celebrate with them. An emoji and a short, kind note to foster loyalty and connection.
The Inquisitive and the Debaters
"I want to understand’ or ‘I want to make my case."
They ask precise questions, share experiences and offer counterarguments. The tone is critical yet constructive.
Typical comments
"I see the idea, but this is hard to implement in rural areas."
"Agreed, but what about people with mobility issues?"
How we respond
Good questions deserve thoughtful answers. We respond to constructive criticism and join the dialogue when it adds value. These exchanges take more work because we may need to check facts, align with the client or clarify internally before replying. But the result is worth it: conversations move forward, the brand in question shows it is open and engaged, and we gain useful insights. We summarise these findings for the client clearly and concisely.
The Provocateurs
"I’ll throw something in to set things off."
They know how to create outrage and do it on purpose. Gender, migration, climate, taxes – there is always a trigger involved.
Typical comments
"All this gender nonsense is ruining everything."
"Typical, another example of climate dictatorship."
How we respond
We assess these comments on a case-by-case basis. Some receive a factual, measured reply. Others we leave unanswered if they are just ragebait. We remove posts that break community rules (or the law).
The Aggressors
"I do not discuss. I attack."
This is no longer a debate. It is abuse. Comments are vulgar, demeaning or aggressively personal. The thread becomes a vent for frustration.
Typical comments
"Don’t bother me, you microdick."
"You’ve lost it. Get a real job."
"Feminism is terrorism. Women need to be put back in their place."
How we respond
We step in and hide these comments to protect others and keep discussions constructive. Repeat offenders will be blocked.
The Lost Ones
"I comment something out of place."
Random GIFs, stickers, irrelevant links or odd statements with unclear intent. Automated spam belongs here, often bot‑driven and scattered under random posts.
Typical comments
"I love my family, pasta and my cat."
*Sticker of a dancing penguin*
How we respond
We usually ignore them. If they are distracting or confusing, we hide them. Persistent spam gets reported.
Why we still enjoy this work
Community management is relationship care, de‑escalation and digital stewardship. Comment sections reveal how divided, thoughtful and affectionate and, at times, hurtful society can be.
We value this work because the positives outweigh the negatives. We see trust, closeness and identification with a brand taking shape. We are part of the conversation where our clients are most visible, at the heart of their community.
We use AI tools for drafting replies and prioritising comments. They help with frequently asked questions, but they quickly reach their limits. Suggestions are repetitive and generic. Especially with sensitive topics such as employment law, justified criticism or personal attacks, nothing replaces editorial judgement, contextual knowledge and a good feel for language. That is what we bring to the table.
Need support with community management?
We are ready to help with experience, sensitivity and a sharp eye for escalation. Multilingual, reliable and alert. Write to us.
PS: If you are interested in hate speech in politics and society, take a look at our previous post where we outlined five profiles of those who spread targeted abuse primarily against politicians, journalists, activists and minorities. The tone there is harsher and the motives more complex. Read: Wer schreibt eigentlich Hasskommentare? (This content is only available in German).
