Webinar Insights: The Future of Community Management in 2025

February 26, 2025

The role of community managers is shifting—again. As we move into 2025, community professionals are expected to do more, prove more, and adapt faster than ever before. But what does that actually mean for the job? How can community managers stay ahead in an evolving landscape?

At our latest Talkbase event, we brought together Klara, founder of Talkbase, and Michelene, founder of OpenSpace, for an honest conversation about where community is headed. We tackled some of the big questions shaping the future of community work:

What’s changing in the role of a community manager?
How can leadership teams better understand the value of community?
What new job titles are emerging?
Is AI a threat or a tool for community professionals?
How can community managers prove their ROI and stay relevant?

The Strategic Shift: Community is No Longer Just a ‘Nice-to-Have’

A major theme of the discussion was the evolution of community management from a loosely defined role to a strategic, high-impact business function.

As Klara put it:

"If a company has a community in 2025, they are 100% investing in that community because it’s part of a larger strategy."

Gone are the days when businesses hired a community manager simply because it "seemed like a good idea." Now, companies are tying community efforts to tangible business outcomes like customer retention, product adoption, and brand advocacy.

That shift is reflected in the rise of new job titles, where community is no longer a standalone function but integrated with other key business areas:

Emerging Community Roles & Titles in 2025

Community & Brand Partnerships Manager – Drives partnerships that generate revenue while fostering community growth.
Community & Social Media Manager – Combines engagement with social media strategy to increase brand visibility.
Community & Customer Experience Manager – Merges community work with customer success and product education.
Customer Advocacy Manager – Focuses on turning customers into vocal brand champions.
Developer Relations (DevRel) Manager – Engages technical communities and fosters product adoption.
Community & Content Manager – Oversees content creation, community engagement, and storytelling.
Creator Relations Manager – Builds relationships with content creators, artists, and industry influencers to grow a community ecosystem.
Head of Community Strategy – A leadership role focused on integrating community into the company’s broader business objectives.

This shift is both an opportunity and a challenge. On the one hand, it means community professionals are getting more recognition and strategic buy-in. On the other hand, it demands new skills, a deeper understanding of business goals, and the ability to prove ROI.

Proving the ROI of Community

One of the biggest challenges for community managers has always been justifying their impact. In 2025, proving ROI is no longer optional—it’s essential.

As Michelene put it:

"One of the biggest challenges for community managers is proving the cost and impact of their work. We need to measure our strategies and communicate that data to get more resourcing."

The key? Aligning community metrics with business priorities. Instead of tracking engagement alone, community teams must focus on how they drive revenue, retention, and customer advocacy.

Metrics That Matter in 2025

Community-Sourced Revenue – How many deals started because of a community interaction?
Community-Assisted Sales – How many deals included community engagement along the customer journey?
Retention & Churn Reduction – How does being part of a community impact customer lifetime value?
Brand Advocacy & Referrals – How many members become vocal advocates or evangelists?
Content & Knowledge Impact – How does community-generated content help with customer support and education?

As Klara emphasized:

"If you really want to prove ROI, start by asking leadership: What does this community need to achieve? Then, work backward to tie your efforts to that goal."

AI: A Threat or a Tool for Community Managers?

A hot topic in the discussion was the impact of AI on community management. While AI tools are automating moderation, engagement, and data analysis, both speakers agreed that AI will never replace the human relationships at the core of community building.

Michelene pointed out:

"AI can write content, but it doesn’t have the emotional or cultural nuance that a human can bring. The warmth and connection in community work can’t be automated."

Instead of seeing AI as a threat, community managers should embrace it as a tool to:

Automate repetitive tasks (e.g., onboarding messages, FAQ responses)
Analyze engagement trends to improve community strategy
Scale personalized interactions by using AI to surface key conversations
Enhance content creation (but always with a human touch)

The takeaway? The best community managers will learn to work with AI, not against it.

How to Stay Relevant as a Community Manager in 2025

As the field evolves, what should community professionals focus on to stay ahead?

Master Writing & Content Creation – Community managers who can craft compelling content and tell great stories will have an edge.
Learn to Prove Business Impact – Understanding how to track and communicate community ROI will be a key differentiator.
Develop Cross-Functional Skills – With community roles merging into marketing, partnerships, and customer success, flexibility is crucial.
Build Your Own Network – As Michelene advised: