Some monitoring software publishers address the human issues of the people in charge of monitoring and analysis, by providing them with relational advice and moral support. These publications stand out in an editorial environment focused on good advice (help content), foresight and purely commercial arguments.

Among the many publishers, some players stand out for their regularity in the process, such as AgoraPulse and AgilityPR Solutions. Here are five recent examples (screenshots below):

• "How do you tell your client he sucks without getting fired?"
• "Work on your voice and gain confidence
• "Being a community manager is hard
• "A community manager is not a social media manager or an event coordinator
• "How to become a PR star

One suspects a preference for empathy in the Anglo-Saxon world given the location of the editors who published these messages. Empathy is indeed the starting point for their editorial approach: you put yourself in the shoes of the PR professional or community manager and address their day-to-day challenges.

This approach is immediately broken down into a series of non-exhaustive angles:

• understanding: I know your challenges
• validation: I recognise your challenges as such
• the association: i recognise your challenges as my own
• valuing: your challenges make you strong
• the advice: overcome your challenges
• Foresight: getting a handle on your challenges
• …

A search for the adjective "tough" in conjunction with the subjects "community manager" or "community management" is enough to reveal the obvious: community managers openly talk about their daily challenges. They are seeking recognition for the toughness of a job that is often relegated to the false glitz and glamour of social networks.

On 25 January, some publishers (Sendible) stepped into the breach of the #CommunitymanagerAppreciationDay to affirm their solidarity. Others go further by publishing a series of articles (Agility PR) aimed directly at the person in the targeted professions (CM, SMM, PR, etc.) or broadcast the confessions of social media managers in a dedicated podcast (AgoraPulse UK/IRL).

Finally, investing in the field of human challenges also offers the opportunity to address issues of team and skills management, not to say human resources, through problems as varied as stress management, internal tensions, cases of harassment, etc. The editor of the monitoring solution no longer only ensures the well-being of the user on its interface, but also that of the professional in his daily environment. The publisher of the monitoring solution no longer only ensures the well-being of the user on its interface, but also that of the professional in his or her daily environment. This is the technical-commercial framework that has been superseded.

Selection of related publications

The AgoraPulse UK/Ireland podcast "Confessions of a Social Media Manager":

Sendible's foot call on CommunityManagerAppreciationDay: