It’s an all too common mistake to conflate social media management with community management, but since both of these roles are critical to your company, make sure you’ve got the right people on the bus. Because they require different skill sets (and mindsets!), it’s entirely possible that you’ll need to work with two different individuals or agencies to execute your strategic goals. You need to specifically define your vision of community and the ethos of your brand and steer clear of the assumption that your social media management spend, whether you’re hiring an individual or an outside agency, has you covered in the community management department. It probably doesn’t.