I’m simply suggesting, based on my earlier posts and the one in particular about the Gartner report, that some social software vendors may require help in this area as they try to do more with less.

What I’m proposing is a shared service. If this was a server, then I’d be suggesting server consolidation, or, virtualization

PMs are responsible for listening to the market. Development doesn’t need another person telling them what to build.

PMs should either:

a) be leveraging existing social media tools as another channel to push ideas in to their funnel and;

b) turning to product marketing to communicate the value prop and positioning using social media channels like they would any other.

That’s just what PMs do – I guess I’m just not understanding why a PM focused on social media tools is really necessary? Isn’t that the equivalent of having a “Competitive Analysis Product Manager” or a “Win/Loss Product Manager?”

I think I’m overlooking something about what’s being proposed…

@dirkmshaw Agreed. This is not the job for one person in an “insights led organization”. And in my opinion, a Community Product Manager could be a optional team member for some of those organizations. I’m guessing there’s at least the need for the shared services of a Community Product Manager for some of those, who are tight on resources. Thanks again for your always appreciated point-of-view.

@timleonhardt Here’s a couple of thoughts regarding your “loose lips sink ships” point:

1. As you and @dirkmshaw pointed out, this a “distributed function”. My guess is that someone more aligned with a Community Manager may be tasked with setting the record straight. Of course, in a distributed environment, it would be the team’s responsibility to raise the flag to whomever is filling that role.

2. I’ve also noticed a little bit of buzz about Community Code of Conduct. I think this is a huge opportunity for organizations to be, not only proactive when it comes to “loose lips”, but proactive with their online presence. There should be clear & simple guidelines for those participating in this “distributed function” to ensure they, their listeners & the organization can share safe & pleasant experiences – which hopefully will encourage others to join/participate in the community.

Thanks Tim & Dirk for your experience & thoughts!

-Steven

That said, I think your post (and well-thought out examples) also underscore another important point: businesses must be mindful of information shared through social media. Top-tier companies keep their ears to the ground listening for hints, rumors, and murmurings not just from their target clients, but also from others with competitive offerings in their space. The old saw, ‘loose lips sink ships’ is perhaps now more true than ever. Social media offers a greenfield for gathering competitive intelligence. Could it be that part of the job of the Community Product Manager is also to ensure that only the right information (and possibly misinformation) is shared in a public venue?

As the person who is listening to the community and acting as our internal switch board. I make sure the insights gained from monitoring conversations are delivered to the right person on our product, marketing and support teams.

What I am finding is that this is not a job for one person, rather the job of many. I totally agree with the premise of the community product manager and would argue these listening, synthesis and communication skills should be a job requirement for anyone in product management and marketing.

What you are scratching the surface on is what is required to be an insights led organization.

Nice work..

Dirk Shaw
Social Media Strategist, Vignette
@dirkmshaw

This really is an interesting set of observations you’re putting together. One of the amazing evolutions of social media, to me, is how it’s generating a whole new set of hybrid disciplines inside enterprises, blurring lines of responsibility and cultivating new ones to respond to the conversations happening across the social web.

The intelligence we can gather through social channels is immense, but as you pointed out, perspective and relevance are key elements. Ultimately, companies need to learn not only how to listen overall, but how to mine the vast amounts of information for the bits of knowledge that can really move needles for their business.

Cheers,
Amber Naslund
Director of Community | Radian6
@AmberCadabra