Social Media Marketing – Are you an “Animateur” for your brand?

No, that is not a typo for “amateur”.  

The word “Animateur” is certainly a new one on me.  I barely got through two years of high school Spanish and, quite frankly, don’t remember my first two years of college.  So, needless to say, my French is completely non existent outside of being able to order a filet mignon.  The word is one that my school advisor put me on to and I think it deserves a lot of attention from us social media types.  

Animateur: to animate, to bring to life, to enliven, to spark, to create, to produce

This is the definition according to an article on the orchestra musician’s website Polyphonic.org.  The article, entitled An Animateur’s Journey: A report from the field, describes the work that the Philadelphia Orchestra does to bridge the gap between the orchestra and its audience. Each experiment in bridging that gap described in the article is nothing more than social media marketing.

I have witnessed a great deal of discussion as of late on Twitter about “community managers” and what their roles should or shouldn’t be within organizations. Social Media Marketing rockstar Jeremiah Owyang even lays out what he feels to be The Four Tenets of the Community Manager. As I observe the twitter discussions and read Mr. Owyang’s blog post, I am tempted to say that social media marketing types need to abandon the term “community manager” in favor of the term “Animateur”.

I say this for two reasons. First, the word “Animateur” seems to better capture the essence of what everyone seems to want in a “community manager.” Secondly, “Animateur” carries with it more passion and zest than the term “community manager”. Ultimately, I believe it will be easier to inspire a CEO, Board of Directors, Executive Director, VP of Marketing, etc., to fully buy into the benefits of social media marketing with a position that doesn’t sound as sterile as “community manager”.

If you are looking for an example of an “Animateur”, look to Stacey Monk of Epic Change. From the standpoint of social networking and social media marketing, Stacey is doing far more “animating” and “bringing to life” than “managing”. As a result of her role as “Animateur”, her organization has hit the radar of a huge number of people in a short amount of time.

For more info on Stacey and Epic Change, click here to listen to episode 2 of the Marketing 4 Change podcast.

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2 comments so far

  1. Stacey Monk on

    Wow. Thanks Will, what a fabulous compliment! I love the title you propose, and am flattered that you believe it suits me. Interestingly enough, in my former life as a consultant, the firm I founded was called “Funken,” a German word that similarly means “to spark” or “to radiate.”

    So call me an Animateur any time. I took a few Latin classes in my day, and I’m guessing the French is derived from the Latin word “anima” meaning spirit, breath, life or soul. I sincerely hope to bring all those things to my work at Epic Change.

  2. Convener on

    Somehow i missed the point. Probably lost in translation 🙂 Anyway … nice blog to visit.

    cheers, Convener.


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