Community management
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Community management is the visible, daily side of a social presence: posting, but above all listening, replying and moving conversations towards a decision. ## Replying matters as much as posting In Morocco, a large share of local sales are closed after a conversation on WhatsApp or in the comments. An active page that replies quickly converts better than a page that posts a lot but leaves messages waiting. ## A role with rules A community manager must know the offer, the prices and the timelines, and know when to escalate a question to the team. A simple charter with standard replies and a protocol for criticism prevents improvised answers that damage the brand. ## Measuring the conversation The useful indicators are first response time, the number of enquiries received, the number of meetings or orders from social media, and the topics that keep coming back. They make it possible to adjust the content and guide the sales team.When this guide is for you
- You receive comments and messages that you reply to late
- You have followers but enquiries do not turn into anything
- You want a regular presence without hiring a full-time copywriter
- Your brand receives public criticism and you do not know how to respond
- You want to build a community around a product, a place or a service
Step by step
- Write an editorial and response charter — Define the tone, standard replies and an escalation protocol for criticism, so no one answers off the cuff.
- Plan content — Set a rhythm of three to five posts a week and a series format, combined with daily replies.
- Handle conversations — Reply quickly to comments and messages, including WhatsApp Business, and direct each conversation to a simple action: booking link, phone number, visit or short form.
- Monitor — Track the topics that keep coming back and pass technical questions or quotes to the sales team.
- Measure — Follow first response time, number of enquiries, meetings or orders from social, and recurring topics, then adjust content and the team's workload.
What it costs (in MAD)
| Service | Indicative price | Good to know |
|---|---|---|
| Monthly social media management | 4,000 – 15,000 MAD / month (approx. 370 – 1,400 €) | Posting, replies, moderation and reporting |
| Part-time community manager (in-house) | 8,000 – 20,000 MAD / month (approx. 730 – 1,800 €) | Depending on workload and company size |
| Additional content production | 2,000 – 8,000 MAD / month (approx. 180 – 730 €) | Visuals, short videos, series |
| Replying to WhatsApp messages | 1,500 – 6,000 MAD / month (approx. 140 – 550 €) | WhatsApp Business catalogue and quick replies |
| Editorial charter and crisis protocol | 4,000 – 12,000 MAD (approx. 370 – 1,100 €) | Tone, standard replies, escalation |
| In-house team training | 3,000 – 10,000 MAD (approx. 270 – 900 €) | Replies, moderation and creativity |
Indicative ranges for the Moroccan market in 2026, excluding tax. Prices vary with scope and provider.
Mistakes to avoid
- Replying within 48 hours on a channel where customers expect an answer in minutes
- Posting without engaging: ignoring comments and messages loses the hottest enquiries
- Responding to criticism with aggression or an identical copy-pasted reply
- Letting the community manager post without access to product information and prices
- Measuring the community only by follower count
- Separating the social reply from the booking: the contact is left orphaned
Frequently asked questions
What response time is expected?
For retail social media, an hour for a message and a few hours for a comment is a good benchmark. Beyond half a day, the conversion rate drops sharply.
Should community management be outsourced?
That works for regular production and monitoring. Some replies, especially technical questions or quotes, are better kept in-house with approved standard responses.
How should public criticism be handled?
Reply publicly, calmly and factually, then offer to continue in a private message. Tone matters as much as content: the audience judges the manner more than the answer itself.
How many posts are needed?
Three to five a week on the main networks is enough, supplemented by daily replies. The regularity of replies matters more than the number of posts.
How do comments become customers?
By steering every conversation towards a simple action: a booking link, a WhatsApp number, a shop visit or a short form. Tracking those conversations in a spreadsheet shows what works.
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